How might we increase the United Way's volunteer conversion online and at live events?
An online personality quiz, based on the psychology of play and motivation, will connect volunteers with opportunities. While at live events, the Kind Card Kit will direct volunteers to agencies with matching interests.
The Design Process
Team of Four Designers
Usability Testing Shows Users Overwhelmed
The United Way currently uses Volunteer Match to connect volunteers with opportunities. During usabiity testing we found first-time users were:
- Overwhelmed by the number of choices
- Receiving unintended search results
- Turned off by the impersonal experience
Key Insights Gained From The Usability Testing
- Easier on-boarding
- The option to browse opportunities
- Fewer choices
- Error protection
- A more personalized experience
Survey Says 'Purpose' Is the Strongest Motivator, While Scientists Say It's 'Play'
We surveyed over 100 Twin Cities residents and found that:
Volunteering for a cause you care about gives you a sense of purpose.
Purpose is when you believe in the outcome of the work. You may not like doing it, but you believe in the greater mission of the work.The current system matches people based on the causes they care about, their skills, and a keyword search.
Volunteering because you enjoy the actual task is because of play.
Play is when your reason for doing the activity is the activity itself. However, play is very subjective. Dr. Stuart Brown asserts most of us fall into 8 play type categories.
Illustrations Capture the Spirit of the Eight Play Types
For use in the app, I created illustrations to capture the spirit of the play types.
The Play Type Characters: (top row) Joker, Collector, and Storyteller; (middle row) Kinesthete, Explorer, and Director; (bottom row) Competitor, and Artist.
Wireframes Inspired By a Dating App
After conducting a competitive audit of other volunteer matching websites and apps it was clear that no one has built one with an easy on-boarding process and that gave a personalized feel. So I started looking around for other apps that connect two groups of people, specifically Tinder.
Mockups Created In Sketch
Ten questions determines the users:
- Causes they care about
- Their play type
- Their skills
- Positive reinforcement after every 3 questions
- Personalized experience
- Multiple choice questions instead of open-ended search box to reduce frustration
- Opportunity of the day
- Editing causes/skills
- Retaking the quiz
The app is currently in development and the Kind Card Kit has been a hit at live events.