Drawing communities together
Overview:
Draw is a non-profit organization with limitless possibilities for bringing communities together through the power of community-led drawing events; however, they need solutions that will bill more awareness, visibility, and profitability to the hard work of their overall mission.
Role: Researcher, Data Analyst, Layout and Design Lead, Copywriter, Low/High Fidelity Designer, Digital Wireframe Execution, Voiceover Narration 2021
Tools & Methods: Power Moments, Competitive Audit, Stakeholder Interview, Touchpoint Journey Map, KanBan, Wireframe Annotations, Low-fidelity Wireframing, High-Fidelity Wireframes, Sketch, drawing paper, Invision freehand board, Zoom, Otter, QuickTime Player, Google Docs, Canva, Keynote, Invision
The Process
Creating a meaningful touchpoints system meant researching other non-profits to better understand business tactics for connecting and building their network of followers. From there, our team held an in-depth stakeholder interview to better connect the trends we learned to Draw's own goals. Our team used these insights to create a touchpoint strategy map and prototypes Draw could use to meet its goals.
Continue reading to learn more about the solutions below!
MEET THE TEAM!
Creating an intricate system of connecting touchpoints could not have been possible without each member of my team's hard work!
View Their Work: Sarah Monson | Ruth Abend | Gabrielle Bajusick |
DEFINING THE GOALS & Drawing out Solutions
Methodology: DISCOVERY AUDIT & STAKEHOLDER INTERVIEW
All Team Members
How do other non-profits connect and build their network of followers? How can art be used as a tool to grow communities? How can we use the trends we see with other nonprofits to meet Draw's goals? These were some of the core questions our teams asked ourselves during our discovery audit.
In our stakeholder interview, we were able to see connections between Draw's overall goals and our research.
DISCOVERY AUDIT TRENDS:
Non-profits make sure to highlight mission statements, events, social icons, and donation calls-to-action on their websites
Art in community spaces is key for healing, understanding, and growth
Drawing allows the mind to be at ease and create endless ideas
Being clear about where and how much money goes is critical for donation needs
Above shows the discovery audit research areas our team reviewed. Click the image to get a better look!
DRAW GOALS:
Build awareness and visibility to draws overall mission
Create more connections to followers using social media
Create ways of becoming more profitable
Find solutions to connect to followers with events during COVID -19
“And just taking a break from life and doing something simple. There aren't any rules. There aren't any restrictions that are placed upon someone for participating. And the idea is to just always have coloring be free.”
— Steve Moertel, founder of DRAW
Above is our team’s guiding strategy statement and touchpoint strategy map. These two elements navigated us on our recommendations and touchpoint prototypes.
DRAW’s TOUCHPOINTS RECOMMENDATIONS
NEW HOME PAGE
GOAL: Highlighting Main Attributes
By Maria George
Build visibility to Draw's main attributes
Allows for easy access to a donation page
Organize upcoming events
Encourage users to view the gallery page
Showcase trusted partners
Encourage social media connections
Allows easy access to the contact page
Showcases mission statement
RATIONALE:
I noticed trends like a “donate now” button, call-out boxes for events, and transparency of total donation amounts on many non-profit pages that Draw could incorporate into their website from our secondary research on social entrepreneurship and non-profit fundraising.
From our stakeholder interview, I gained key insights into the desire to build awareness of Draw's mission and visibility to artwork being done at events. This inspired me to make sure that social media icons were present on the homepage, highlight Draw's mission statement within the header image, along with a call outbox for viewing artwork galleries.
DRAW’s EVENTS PAGE RECOMMENDATION
GOAL: EASY Search & Booking Features
By Maria George
Allows for easy access to a donation page
Organize upcoming events
Allows users to filter searches that best fit their needs, thereby providing friendly user search features
Showcase trusted partners
Encourage social media connections
Builds visibility and awareness to events
RATIONALE:
From our secondary research on social entrepreneurship and non-profit fundraising, I incorporated elements I found on nonprofit event pages and made sure to include hierarchy elements to highlight dates, times, and locations.
I also made sure to note the physical location and noted "online" to give users a choice to attend in person or at home during COVID-19. This allows users to feel welcome while keeping safety top of mind.
DRAW’s EVENTS BOOKING PAGE RECOMMENDATION
GOAL: SIMPLIFY BOOKING PROCESS, COVID-19 SOLUTIONS & INVITE OTHERS
By Maria George
Allows for easy access to a donation page
Encourages users to invite friends via social media
Builds awareness of social media platforms
built-in mental model structures such as main header navigation and back button feature elements users are familiar with
Sets expectations for in-person events “Please let us know if you will be attending our event in person while wearing a mask or if you would like to join us remotely. Remote members can always pre-order a drawing kit before this event!“
Build awareness for drawing kit
Allows users to book their event and give Draw a headcount of how many people to expect
RATIONALE:
From our secondary research on social entrepreneurship and non-profit fundraising, I incorporated elements I found on non-profit event pages such as "book your event" and inviting friends. Building awareness and visibility on social media were also a part of our stakeholder's goals. I also wanted to give the option for users to join in person or remotely. The description set expectations that if you joined in person, you would be wearing a mask; however, you could pre-order a drawing kit before the event if you joined remotely.
DRAW’S SOCIAL MEDIA RECOMMENDATIONS
GOAL: MORE MEANINGFUL CONNECTIONS
By RUTH ABEND
Build awareness, gain visibility and clarity about overall mission and program
Able to reach different audiences and have people have share items from Draw’s Facebook page
Get a pulse on what followers are saying
Visually connect with followers
Showcase community past draw events
Create timely content that impacts followers directly
Gain insights from Facebook analytics to set benchmarking goals
Easily connect users to Draw’s homepage to learn more
RATIONALE:
With Facebook being one of the largest and more successful social network platforms, Draw will reach large amounts of users visually and communicate missions and events promptly. From our secondary research, many nonprofits utilize Facebook to connect with the user base.
DRAW’s GALLERY RECOMMENDATION
GOAL: SHARING COMMUNITY ARTWORK
BY GABRIELLE BAJUSCIK
Safe space to view community artwork during COVID-19
Showcase event nights and partner organizations
Increase visibility and longevity of drawings
Build awareness of events and causes Draw is committed to
Share community stories
RATIONALE:
Exploring ways to make public and shared art digital and experiential during COVID-19 and after. Through secondary research about community-made public art projects' benefits for strengthening community, telling community stories, and building pride in a place or project. Draw already incorporates many aspects of community art. The gallery allows users to explore ways to take this idea into a digital and interactive public space.
Draw KIT RECOMMENDATION
GOAL: PROFITABILITY & SAFE COVID-19 SOLUTIONS
By SARAH MONSON
Draw Kits allow users to get involved and invest in Draw’s mission
Encourages fun while still being in remote & socially distanced settings
Connect with others through drawing and storytelling
Feel like their drawings have a larger impact after the event has ended
Support Draw’s mission by donating kits for community art/storytelling activities
Allows users to customize their drawing kit by theme and materials needed
Kits include instructions and fun ideas of activities
Draw Kit can be ordered for yourself or you can donate kits privately or by a corporation donation
RATIONALE:
Based on secondary research on nonprofits, like Love Your Melon, successful organizations have found creative ways to continue to advance their missions during the pandemic (i.e., in remote settings). Love Your Melon, for example, has created opportunities for people to request LYM products to be delivered to people in need without in-person contact. Drawing Kits helps solve how to continue "Coloring Day" events while practicing social distancing.
Our client interview discovered the cost of supplying draw kits is relatively low; however, postage can be high. The "Donate a Kit" option offers a solution to decrease or cover costs for groups with limited funds.
Please feel free to download a copy of this plan!
BUILD AWARENESS & VISIBILITY:
In conclusion, we meet Draw’s goals of building awareness and visibility to Draw’s Mission by providing solutions for community members to connect on social media, be inspired by community artwork via online gallery spaces, engage in social events both remotely and in-person with ordering Draw Kits, gain insights into Draw’s network of partner organizations, and provided pathways to build Draw’s profitability through the establishment of donation pages and draw kits.
Additionally, Draw was given a video overview of our team plan along with an annotated deck PDF outlining our research, recommendations, and work-cited information.