COMPASSION INTERNATIONAL (#11 AMERICA'S TOP 100 CHARITIES)
2022
Compassion’s My Account — Voice of the Customer Research
I partnered cross-functionally to evaluate and improve Compassion International's My Account experience, using customer research to identify friction points and inform experience improvements across sponsorship management, giving, communications, and self-service account features.
CLIENT
Compassion International
YEAR
17 Week Sprint (Feb 2022 - May 2022)
TIMELINE
3 Month Sprint
Scope:
User Research, UX Design, Voice of Customer Analysis, Design Sprint (stakeholder interviews, journey map, crazy 8s, user testing)
Tools:
Figma, Quantum Metric, Google Analytics, Mopinion Survey, Userlytics, Miro
Client:
Compassion International
Team:
Connie Wong — UX Designer
Erik Carlson — Senior Manager of DX
Jeff Thompson — Senior UX Architect
Colin Sandlin — User Experience Architect III
Kristen Reyes — User Experience Specialist II
What is Compassion International?
Compassion International is a global nonprofit operating in 29 countries, helping children living in extreme poverty gain access to education, healthcare, nutrition, and the resources they need to build brighter futures.
The Problem
From 2020 to 2022, the My Account experience generated 2,137 negative customer feedback entries across four sources: feedback surveys, website reviews, mobile app reviews, and Customer Care.
We synthesized this feedback to identify patterns, validate customer pain points, and prioritize the product improvements that would deliver the greatest impact.
Outcome
The Voice of the Customer research informed the product roadmap and prioritized improvements to the My Account experience.
Key initiatives
Translated customer insights into prioritized product opportunities.
Led a design sprint to improve the gift-giving experience based on Key Insight #6 from the Voice of the Customer Report.
Framed the challenge using "How Might We" questions to drive ideation.
Designed and tested solution concepts with users to validate the most effective experience before implementation.
The My Account experience was failing to support customer success. While users reached the experience, 60% were unable to complete their intended tasks, highlighting critical opportunities to improve usability, navigation, and task completion.
What were these goals they could not achieve?
13%+
Additional child sponsorships
·
5%+
Letter writing
·
10%+
Gift giving to child
Methodology
Gathered voices from 4 different sources:
Feedback Survey
Website Reviews
Mobile App Reviews
Support Care Center Feedback
Within Miro and Airtable, we took all 2,137 customer reviews and analyzed the feedback:
Airtable — 4 tabs separating each data source, with columns for rating, loyalty, review content, and area of improvement
Miro — exported and pasted 2,137 reviews to find themes, sub-themes, and deeper insights
Quantitative data from Mopinion Feedback Survey
Our users are very loyal and active. We placed a feedback form within My Account to gather data on what people’s goals were in the space.
2.6 / 5.0
Average Customer Effort Score (CES)
30%
Said it was very difficult to navigate
Key Deliverable
The deliverable is an executive summary presented to the entire non-profit organization, the digital experience team, and key stakeholders. We made recommendations for each of the insights found within the VOC analysis.
The top 3 insights:
Sponsors could not cancel their sponsorship online
Huge usability issues in the letter writing process
Lack of transparency when giving gifts
Usability Testing — “Child Gifts” in My Account
We aimed to solve key insight #6: Limited Options and Lack of Transparency for Gift Giving. We launched an unmoderated remote test through Userlytics with 5 current sponsors on their desktop, with sessions recorded to analyze and observe. Users were asked to use the ‘Think Out Loud’ method — saying aloud their thoughts and feelings at every step.
How might we
…show users their impact of giving or potential giving to help increase recurring gifts while simultaneously cultivating connection to Compassion?
…create a personalized experience for users to discover all giving options and help them decide the best ways to give and increase overall gift giving?
Usability Factors:
Appeal of new design (layout, icons, colors, etc.)
Clarity of information displayed (rules around gift giving, types of gifts, impact of gift)
Intuitiveness of navigating through different gift types and adding a child gift to cart
Test Goal:
To test the new design for its usability when giving a gift, desirability of more gift options, and to confirm the clarity of the language used around the rules of giving and the impact of a gift.
Test Results
The following is an overview of the data supporting the key findings:
Breakdown of current experience
