Human-centered Design Results

OVERVIEW

Challenge: create high-impact product improvements that match team capacity
Solution: cross-functional goal planning with input of all direct reports
Results: launches with results, and a happy team!

Metrics of success

Here are some highlights based on a human-centered approach to design at DoSomething:

• Volunteer Credit Program - participants 2.7x more likely to return to site; record-high NPS score of 75 for site.

• Refer A Friend program - cost per acquisition reduced by 19.3% (from $2.18 to $1.76).

• Thank You Page improvements - 7% increase of members engaging with a second campaign.

• Homepage redesign - +7 NPS score; bounce rate dropped from 12% to 1.78%.

• Marketing emails redesign - +32 NPS score.

• Campaign Impact Progress bar - .05% increase in sign up rate (note: A/B test didn’t reach statistical significance due to low traffic).

• Campaign activity in profile - quant gathering in progress, but check out this Highlight Reel showing the surprise and delight from members!

• Rejection reason in email - reduction of customer support tickets.

In 2021, DoSomething members made a huge impact with ~1 million “things done” (i.e., jeans donated, petitions signed, voters registered, tips shared, etc.)