From USMC to UX
Jonathan Chin
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Roll Call 3.0

Redesigning the digital experience for Team Rubicon volunteers from IA to UI

 

Roll Call 3.0

Challenge
Oct 2018 - Present

In our latest iteration of Roll Call, the organization changed its entire Volunteer Management System (VMS) from Cornerstone OnDemand (CSOD) to Microsoft Dynamics 365.

In this iteration, we looked to improve the sign-up process, continue iterative changes to the landing page, and prepare our information architecture for the organization’s digital transformation.

Roll Call 3.0 Landing Page

Roll Call 3.0 Landing Page

Volunteer Leadership Opportunities

Volunteer Leadership Opportunities

 
 

Method

User Research

As usual, we began with remote user interviews. Because our focus was on improving the sign-up process, I screened out volunteers for the first time, focusing only volunteers that signed up in the last three months.

User Insight: “You’re the first person who has reached out since I signed up.”

As the organization tries to add meaningful content to the VMS, users still asked, “What’s Next?” However, the next statement for newer members was almost always, “Who can I talk to?”  

If they cannot find information, they want to be able to speak to someone. Because they are volunteering their time, some volunteers also expected someone to reach out to them. At the same time, volunteer leaders expressed frustration with their access to data as they themselves would like to reach out to new volunteers in their area.

Personas and user journey

We identified two personas based on user research and whiteboarded their journey in order to identify pain points and content demands.

The Seeker was willing to overlook our poor UX in order to find more information. They usually ended up finding their answers through others volunteers.

The Seeker was willing to overlook our poor UX in order to find more information. They usually ended up finding their answers through others volunteers.

The Idealist loved the idea of Team Rubicon but their lives are really busy and if information isn’t easily accessible online, they tended to passively wait for contact.

The Idealist loved the idea of Team Rubicon but their lives are really busy and if information isn’t easily accessible online, they tended to passively wait for contact.

Information Architecture

Knowing that the new Microsoft platform allowed for dynamic information retrieval, we reviewed our Information Architecture, especially around geo-location and leadership roles. We wanted to also make sure our taxonomy was able to reflect that logic while remaining structured and protective of Personal Identifiable Information.

Prototyping

Based on previous user research, the landing page design remained similar in layout so that changes did not appear too drastic to volunteers. However, we displayed the volunteer’s local leader and contact information using verified addresses.

User Testing

Thanks to a grant from User Testing, we were able to conduct unmoderated usability tests for the first time ever and from non-volunteers. The insights into our copy and content backed our own user research that the volunteers experience needs to be guided.

Initial wireframes for ‘Ready to Deploy’ page.

Concept based on UserTesting results.

Results

The small changes are the first part of a large three-year digital transformation. Small wins in verification have cleaned up our data structure and volunteers now have direct access to their local volunteer leaders.

30+

Interviews

10+

New Pages