Overview

Match4Action is a platform that connects volunteers with volunteering opportunities. As part of their team, I joined the Stanford Rebuild sprint where, under the guidance of leading Stanford industry experts, we decided to solve a challenge caused by the COVID-19 crisis.

Problem

Since the beginning of the pandemic, almost 30 million people filed for unemployment in the period between March and August 2020 in the USA alone. Moreover, automation is accelerating and workers are replaced by AI, while openings appear at positions that require higher education.

We set out to find a way to help steer individuals towards finding and rethinking their vocational passions that align with their sense of purpose during the New Normal.

My role and responsibilities

As the sole UX designer and researcher on the project, I:

• conducted user interviews to gain an understanding of user habits and their past experiences

• gathered information through surveys

• analyzed research data to gain actionable insights that would inform design decisions

• presented research insights to other team members and stakeholders to gain alignment

• designed a solution in the form a high-fidelity prototype

• performed usability tests of the prototype

Solution

We decided to build a platform that would take into account individuals' passions, strengths and experiences.

This would help connect them with relevant opportunities, that would allow them to develop new skills, advance or pivot their careers and achieve a sense of satisfaction through giving back to society.

This is done through:

• volunteering

• mentorship

• gaining a deeper understanding of one's interests

Our approach to discovering the users' sense of purpose is based on the Japanese concept of Ikigai (“reason for being, direction or purpose in life based on one’s interests and talents”). This is why our platform doesn't only present users with a multitude of opportunities, but tailors these opportunities based on their personality, interests, past experiences and skills.

Sources ( opening in a new tab) :

Labour Force Survey, May 2020

Interest in automation surges due to pandemic

Ikigai definition

1. Empathize

Surveys and interviews

We collected survey data from 143 respondents, some of which we contacted afterwards to follow up with more in-depth questions.

• Most of our respondents were between 25-35 years of age

• 54% were female.

• 48% of them listed volunteering as a way to find purpose in life

• 76% of them had previous volunteer experience.

• Top reasons for volunteering were: learning new skills, networking and finding purpose.

• 38% of them reported having experienced a change in the perception of one’s purpose after the outbreak of COVID-19

• 44% claimed that their mental health suffered due to the pandemic.

• Majority claimed that establishing meaningful relationships (87%) and giving back to society (79%) played a key role in defining their purpose and maintaining mental well-being.

Website audit & Cognitive walkthrough

Match4Action already had a platform where users could find volunteering opportunities, but it was riddled with usability issues and bugs. So we decided to build a new platform from scratch.

Below are some of the issues discovered during the website audit and how they affect the user experience:

Content audit (PDF)

2. Define

Personas

We created 3 personas based on research data.

• A young professional trying to pivot his career and build skills that he will be able to market in the near future.

• A serial volunteer always on the lookout for new opportunities.

• A highschool student looking to explore different areas of interest before deciding what to do after school.

3. Ideate

We had to rethink Match4Action’s mission and platform that connects volunteers with volunteer opportunities, so we decided to build a new platform from scratch that would have features such as

• an Ikigai test meant to uncover users' sense of purpose,

• a mentorship program, and

• a custom-tailored selection of opportunities for each user.

The new platform would have a more intuitive information architecture and a coherent visual language, and prioritize user needs at every step of the way.

How it works

The Ikigai test compares how users match against various careers. Then based on the test results we present them with a slew of volunteer opportunities within relevant categories that would allow them to practice and hone their skills, facilitate career pivots and contribute to individual sense of purpose.

We also decided to give the users a chance to connect with mentors in areas of interest and to build a resource library where they can learn more about their options.

User flow

We designed two main ways for users to navigate our platform. One flow leads the user through the test process and suggests volunteer opportunities that are aligned with the test results, while the other flow allows them to freely browse through volunteer opportunities without taking the test.

User flow (PDF)

Sketches

Next step in the process was sketching both the mobile app and the website. It was an important part of creating a shared understanding within the team and laying out and organizing ideas.

4. Prototype

Wireframes

The last step before prototyping was building wireframes, in order to provide a visual understanding of the page relatively early to get stakeholder and team approval, but also to test it out with users and see if they have any issues with the information architecture and navigation.

I used the finished wireframes as a basic visual guide. Through them I was able to define websites features and show how both flows would work for our target users.

The test flow

Free flow

Other screens

Mockups

Lastly, I created mockups, added final touches and gave a visual identity to our mobile website.

Prototype

Here is an interactive prototype of my designs, that I used to usability test our idea. You can read about the test in the next section.

5. Test

I ran a final round of usability tests with 3 participants to identify if there were any pain points users may have and to see if they understood the navigation. The participants were asked to find a volunteer opportunity, apply to a volunteer opportunity, and add an opportunity to their favourites.

The success metrics gathered in the testing were:

• Success rate: Can users successfully complete the tasks we ask them to?

• Error rate: How many users are encountering the same issue?

• Flow efficiency: Can users easily navigate through particular elements?

• Time on task: How much time does it take for users to complete an action?

Here is what we found:

• The success rate was 100%. All of the users were able to finish the given tasks.

• Error rate – we discovered a minor issue regarding the CTA, users didn't originally see the second CTA without scrolling, so after fixing that mistake, the error rate was reduced to 0.

• Flow efficiency was also high, users had no issue navigating the app.

• Users were able to finish their tasks within 2 minutes.

Next steps and take aways

I am currently designing an Ikigai test and researching options for a chatbot that would connect users with mentors. I am also overseeing the implementation of the above designs and working closely with developers to ensure proper translation of designs into code.

I initially joined this project as a researcher, but after seeing there was a need for a UX designer, I decided to seize the opportunity and jump into that role.

My previous experience designing UIs was limited, but I work well under pressure and I took this opportunity as a chance to learn fast and adapt in order to bring a high-quality design to the table, and provide users with a great experience.

Overall, I enjoyed working in a team environment and learning new things along the way.