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Proto-Design Your Future - Capital One Digital for Good Summit
- 1. PROTO- DESIGNING YOUR FUTURE Warren Duffy,Service Designer, Capital One Canada Michael Reid, Interim Director Philanthropy & Communications, Toronto People With AIDS Foundation
- 2. PWA’s Friends forLife Bike Rally
- 3. H O WC A N Y O U … D r i v e b i g c h a n g e s w i t h i n y o u r o r g a n i z a t i o n w i t h o u t b i g b u d g e t s ?
- 4. B Y P ro t o t y p i n g + B r i n g i n g E v e r y o n e A l o n g + K n o w i n g Yo u r U s e r L e t ’s d i v e i n !
- 5. A G EN D A CASE STUDY: BIKE RALLY Our journey of transforming the event’s target market, recruitment strategy, and branding. PROTO-DESIGNING YOUR FUTURE The 3 mindsets that were critical to our success. 4 TOOLS TO GET STARTED Begin to apply these tools within your own organization to drive change. ADDITIONAL RESOURCES Additional resources, templates, and articles.
- 6. T H E RI D E The Bike Rally originated in 1999 as a 6-day, 660km bike ride from Toronto to Montréal. Later the Bike Rally introduced a 1- day, 110 km bike ride from Toronto to Port Hope, and 3-day ride from Kingston to Montréal. Now in its 22nd year, the Bike Rally has engaged over 5000 participants as cyclists and crew and has raised over $18 million dollars for the Toronto People With AIDS Foundation (PWA). The Bike Rally is the sustaining fundraiser for PWA, supporting its ability to provide critical services to individuals living with HIV/AIDS in Toronto.
- 7. W E STA R T E D G AT H E R I N G A N D A N A LY Z I N G O U R D ATA … All Riders 0 85 170 255 340 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022
- 8. … W HI C H L E D U S TO F O C U S I N O N N E W R I D E R S New riders Returning riders 0 100 200 300 400 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 All Riders
- 9. I S SU E S Over invested in attracting returning riders (not new riders) Overly-focused on events vs. digital Ad-hoc marketing / social media Minimal data to ground or validate decisions 2 0 1 6 - 2 0 1 7
- 10. U N DE R S T A N D Y O U R T A R G E T M A K E C H A N G E S M A P T H E I R E X P E R I E N C E M E A S U R E W H A T M A T T E R S B R I N G I N G E V E RY O N E A L O N G 2017 2020 Accountability Brand & Voice Consistency Bigger Bets Existing Data Sources New Data Monitoring and Sharing Proto-Making Building Proto- Personas with Empathy Maps Proto-Design the Future Experience Implementing a Prototyping / Experimentation Process 4 Tools We’re Covering Later
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- 12. W E RE D E S I G N E D O U R W E B S I T E TO TA R G E T N E W R I D E R S
- 13. I N ST E A D O F M A R K E T I N G TO R E T U R N I N G R I D E R S , W E A S K E D T H E M TO R E C R U I T N E W R I D E R S
- 14. W E DE V E L O P E D S T R AT E G I E S TO C O N V E R T N E W R I D E R S TO R E T U R N R I D E R S O C TS E P T A U G ( R I D E )
- 15. W E SH I F T E D F R O M T H E PA S T TO T H E F U T U R E W I T H A N E W B R A N D I D E N T I T Y
- 16. Confidence to Pilot Bigger Changes CompleteOverhaul of Recruitment Process Shared Understanding of New Rider Target K E Y O U T C O M E S
- 18. M O ST I M P O R TA N T LY … M O R E R I D E R S = M O R E F U N D S F O R P WA & T H E I R C L I E N T S $0 $500,000 $1,000,000 $1,500,000 $2,000,000 2015 2016 2017 2018 2019 2020 Revenue 4X new riders (2017 to 2020) 65% of 2019 riders are returning in 2020
- 19. A G EN D A CASE STUDY: BIKE RALLY Our journey of transforming the event’s target market, recruitment strategy, and branding. PROTO-DESIGNING YOUR FUTURE The 3 mindsets that were critical to our success. 4 TOOLS TO GET STARTED Begin to apply these tools within your own organization to drive change. ADDITIONAL RESOURCES Additional resources, templates, and articles.
- 20. M I ND S E T PROTOTYPING “Have no fear of perfection - you’ll never reach it.” Test Trial Pilot Experiment
- 21. M I ND S E T BRINGING EVERYONE ALONG “The most effective way to cope with change is to help create it.” Buy-In Change Engagement Collaboration
- 22. M I ND S E T KNOWING YOUR USER “Know your users. Know them better than they know themselves.” Customer Target Associate Employee Staff Recipient Patient Participant Fundraiser Volunteer Donor Benefactor Board Member Client
- 23. A G EN D A CASE STUDY: BIKE RALLY Our journey of transforming the event’s target market, recruitment strategy, and branding. PROTO-DESIGNING YOUR FUTURE The 3 mindsets that were critical to our success. 4 TOOLS TO GET STARTED Begin to apply these tools within your own organization to drive change. ADDITIONAL RESOURCES Additional resources, templates, and articles.
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- 25. I t er a t i o n 1 I t e r a t i o n 2 I t e r a t i o n 3 Feedback from your user Feedback from your user P R O TO - M A K I N G
- 26. V E RS I O N 1 P R O TO - M A K I N G : W E B S I T E D E V E L O P M E N T
- 27. V E RS I O N 2 P R O TO - M A K I N G : W E B S I T E D E V E L O P M E N T
- 28. P R OTO - M A K I N G : W E B S I T E D E V E L O P M E N T T O D A Y
- 29. V E RS I O N 1 P R O TO - M A K I N G : S O C I A L M E D I A
- 30. P R OTO - M A K I N G : S O C I A L M E D I A Facebook Targeting: Current Followers Facebook Targeting: Triathletes, Cycling Clubs V E R S I O N 2
- 31. P R OTO - M A K I N G : S O C I A L M E D I A Speaking directly to new riders Mobile-first, integrated with website Consistent brand and voice Decisions grounded in data T O D A Y
- 32. TOOL 2 Building Proto-Personas withEmpathy Maps
- 33. P R OTO - P E R S O N A S : Y O U R P R I M A RY U S E R ( S ) A N D W H AT Y O U R O R G A N I Z AT I O N K N O W S A B O U T T H E M Based on behaviours and motivations of real people - what they say / do / think / feel Created by stakeholders or experts on the user (compared to in-depth research) Low-fidelity (no cost and developed quickly) E M P A T H Y M A P S ?
- 34. E M PATH Y M A P “It was comforting to be able to talk to someone about fundraising before signing up.” “It’s intimidating to just come in - people have their groups and everyone knows what to do and just does it.” Signed up to meet new people, spend time with friends. Top new rider motivators = physical challenge + meet new people + cause Top new rider fears = physical challenge + breaking into “the group” + fundraising Had started running marathons and wanted to do something more. S a y i n g / S e e i n g D o i n gF e e l i n g T h i n k i n g
- 35. E M PATH Y M A P S - S T E P 1 Interview your users. Capture findings on Empathy Map (1 map / person). TIPS - Interview 6-8 people for each potential proto-persona. - Consider both “current’ and “future” users. - Limit your proto-personas to 4 or less. Direct quotes, what they see /say Actions and behaviours Motivations, goals, needs Emotional state
- 36. E M PATH Y M A P S - S T E P 2 Consolidate your Empathy Maps. Look for common themes / insights on your consolidated Empathy Map. Common Themes - findings that keep coming up across multiple users. Insights - an exciting discovery that changes your organization’s viewpoint about a user and the problem you’re tackling. TIPS - This is also a good time to engage others in your organization to share what you’ve learned. -You should have 1 consolidated Empathy Map per proto- persona.
- 37. E M PATH Y M A P S - S T E P 3 What ideas / recommendations do you have based on what you’ve uncovered? What actions can you take? Ideas - could be tactical changes you need to make as an organization, or bigger strategic shifts required. Recommendations - which of the ideas should you move forward with? What information gaps still exist and how will you fill them? TIPS - Try to align on the highest priority proto-persona(s) to action on. - Continue to evolve your proto-persona(s) as you learn more about your users.
- 38. N E WR I D E R P R O TO - P E R S O N A : A P P LY I N G I N S I G H T S TO M A R K E T I N G Top new rider motivators = physical challenge + meet new people + cause
- 39. N E WR I D E R P R O TO - P E R S O N A : A P P LY I N G I N S I G H T S TO F U N D R A I S I N G Top new rider fears = physical challenge + breaking into “the group” + fundraising FUNDRAISING SUPPORT RESOURCES FOR EVENTS / DIGITAL INTRODUCTORY FUNDRAISING MINIMUM FOR NEW RIDERS 1:1 FUNDRAISING COACHES
- 40. TOOL 3 Proto-Design the FutureExperience
- 41. P R OTO - D E S I G N T H E F U T U R E E X P E R I E N C E HIGH-LEVEL EXPERIENCE MAP Used to identify strategic opportunities and to help determine where to focus volunteer efforts. DETAILED EXPERIENCE MAP Used to understand each touchpoint from the perspective of new riders at “moments that matter”. FUTURE-STATE EXPERIENCE MAP Used to proto-design the future experience and align on who is in charge of execution. New Rider Onboarding Experience
- 42. ONBOARDING INSIGHT New ridersskimmed emails and were missing important information - now, mail is PART of our digital strategy. ONBOARDING INSIGHT New riders wanted to get to know their team leaders before choosing a team - now, team leaders are PART of our recruitment strategy. M A K E C H A N G E S B A S E D O N Y O U R P R O TO - D E S I G N A N D M E A S U R E T H E R E S U LT
- 43. TOOL 4 Implementing a Prototyping& Experimentation Process
- 44. P R IO R I T I Z AT I O N F R A M E W O R K & P R O C E S S Q u i c k W i n s L o w - H a n g i n g F r u i t B i g P r o j e c t s N o t W o r t h I t High Effort by Organization HighLow Low Value to User PROTOTYPE / EXPERIMENT SUNSET OR SCALE DOCUMENT
- 45. PROTOTYPE / EXPERIMENT Success (Scale)= 25 Failure (Sunset) = 12 SCALE OR SUNSET? Playbook to document what was done (successes and failures) and the results DOCUMENT T R A C K A N D C E L E B R AT E R E S U LT S 37prototypes or experiments over the last 2 years
- 46. A G EN D A CASE STUDY: BIKE RALLY Our journey of transforming the event’s target market, recruitment strategy, and branding. PROTO-DESIGNING YOUR FUTURE The 3 mindsets that were critical to our success. 4 TOOLS TO GET STARTED Begin to apply these tools within your own organization to drive change. ADDITIONAL RESOURCES Additional resources, templates, and articles.
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- 51. A D DI T I O N A L R E S O U R C E S TOOL 1: PROTO-MAKING Rapid Prototyping https://www.designkit.org/methods/26 Iterative Design / Prototyping https://www.interaction-design.org/literature/article/design- iteration-brings-powerful-results-so-do-it-again-designer TOOL 2: BUILDING PROTO-PERSONAS WITH EMPATHY MAPS Empathy Mapping https://www.nngroup.com/articles/empathy-mapping/ https://www.interaction-design.org/templates/empathy-map Free Empathy Mapping Template https://www.copyblogger.com/cdn-origin/downloads/ empathy-map.pdf Proto-Personas vs. Personas https://medium.com/@karimcmahon/proto-personas-vs- persona-s-db8873a2d2e4 TOOL 3: PROTO-DESIGN THE FUTURE EXPERIENCE Experience Mapping https://uxplanet.org/a-beginners-guide-to-user-journey- mapping-bd914f4c517c Free Experience Mapping Template https://www.interaction-design.org/literature/article/ customer-journey-maps-walking-a-mile-in-your-customer- s-shoes TOOL 4: IMPLEMENTING A PROTOTYPING & EXPERIMENTATION PROCESS Prioritization Frameworks https://www.nngroup.com/articles/prioritization-matrices/
- 52. THANK YOU! Warren Duffy warren.duffy@capitalone.com MichaelReid mreid@pwatoronto.org