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1:1 Video Communication

ROLE & DURATION

Lead Product Designer | Evertrue

User Research, Interaction, Visual design, Prototyping & testing

May 2023 - March 2024

Product Design

Video Platform

The Problem

EverTrue's DXO program moves major donors up the fundraising pyramid using data and outreach. However, the program heavily relied on a third-party video communication platform, which was confusing for users since EverTrue already owned their own video application, ThankView. This, coupled with the cost of maintaining said third party vendor, made finding a solution in-house a must.

Company Objectives & Goals

  • Eliminate significant contract cost by identifying an in-house solution to video communication

  • Reduce confusion in the market by creating a better interlinking between software in the suite

  • Include additional enriched data in EverTrue using ThankView's video metrics

  • Improve reporting and metric data by using our own engine and dashboard

The Process

Business Challenges

  • The contract to keep the third-party app in the program was detrimental to business revenue goals.

  • The program could change at any moment, meaning adaptability in the software solution was a must.

  • Required an investment in user adoption education to help navigate a new core feature.

  • Refactoring of most of the ThankView recording components would be needed for the feature to exist.

Casting a Wide Net

ThankView as a platform is used by a large number of personas in the industry, so we had to begin by choosing a smaller section of that user base to do reasearch with in order to maintain deadlines. We chose to focus on Donor Experience Officers first as they were the ones who would be moved off of the third party platform the soonest.

  1. The process of planning, shooting, and editing videos is time-consuming. Balancing these tasks with other responsibilities can be challenging for a DXO.

  2. Developing compelling content that resonates with donors and accurately conveys the message of the nonprofit can require skills in storytelling, scriptwriting, and visual design.

  3.  There may be a steep learning curve involved in using video editing software or equipment effectively.

Pain Points

  1. Malcom strongly believes in the mission of the organization and feels that his work is meaningful.

  2. Fundraising isn’t just a job, it’s a lifestyle that requires dedication.

  3. Driven by a commitment to social impact, Malcolm aims to use innovative digital strategies to increase donor contributions.

About Malcom

User Traits

Habits

  • Malcolm starts each day by reviewing the latest donor engagement metrics from the previous day.

  • Malcolm makes it a habit to personally reach out to donors through various channels.

Malcom Osbourne

Donor Experience Officer

Malcom is driven by a deep belief in the power of education to transform lives. He is motivated by the opportunity to connect donors with impactful projects that make a real difference in communities and takes pride in his work.

Details

Age:
Name:
Occupation:
Location:
Education:
Organization Size:

28 y.o.
Malcom Osbourne
DXO
Boston, MA
B.A.
Large

User Research

We conducted 19 research calls with 28 core users over the course of 2 weeks, making sure to structure our research questions carefully to avoid biasing the interviewees.

Observations

76

the average number of clicks it took to finish a single campaign send from our video platform

25

videos created per week by each Donor Experience Officer in the program

95%

of users wanted a better metrics system for their videos, similar to what ThankView had in their system already

82%

of users were creating and sending videos every single day from the third party platform

28%

believed that the third part platform was user-friendly and helped with their day-to-day job functions

*Usage data acquired through custom Mixpanel dashboard

Insights

Users were loking for a more user-oriented platform for their video creation needs.

Users wanted a way to increase the usefulness of their metrics and find data related to donors quicker.

Users wanted the process to be quick and painless as video making was already a tedious task.

Features & Functionalities

To resolve user needs

A way for users to create personalized videos that could be sent via email or other channels

A video library that users could access and use to find previously recorded content

A way to customize and brand video emails and landing pages to better align with their organization

Understanding the Concept

I began by compiling our research findings and notes from the various interviews and placing them into a single reference area.

We then ran a workshop to affinity map and plot out a priority matrix with input from the rest of product and the engineering team we would be working with

Lo-Fi Explorations

Design Decisions

Unique Business Offering

Our platform was created specifically for the non-profit fundraising sector, and so the personas targeted with the design solution were specific.

Our video engine could interact with EverTrue, allowing the data and metrics to be shared across platforms with ease.

The processing and hosting steps were quick and painless, and the cost save for a large organiation was evident in new business driven.

What could we offer to stand out in a saturated video market?

Final Screens

Integrated Video Library Solution

Singular Video Branding Screen

Integrated Components System

Customized Video Landing Pages

Easy Email Sending and Customization

Outcomes

$500,000

+68

1.8K

3.9K

+27%

Rolling NPS Score 

Added in Upsell Revenue

Monthly Sessions

Videos Created Monthly

Monthly Active User Growth

Reflections

This project was a really interesting and challenging one as the amount of user data and research we had to accomplish was something I had not yet tackled to that level of detail. I really enjoyed that aspect, and hope to bring more research-focused workshops into future design sprints. Grappling with a strict deadline and a need to sunset a contract with new features also presented interesting challenges, mainly in that we were working on design while engineers worked on them simultaneously. However, the team did a great job and keeping open lanes of communication became a crucial factor in our success.

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