BeeKind
An iOS mobile app that brings together volunteers and community service managers from non-profits through a user-centric platform, BeeKind seeks to establish a cohesive volunteering community.
•Mobile App (iOS)
• Product Design
• Research
• Usability Studies
•Visual Design
• Prototypes
• Wireframes
• Figma
OVERVIEW
My Role: UX/UI Designer and Researcher
Timeline: 5 months (August 1, 2023- January 14, 2024)
Target: Volunteers and non-profit
Problem: Potential volunteers struggle finding comprehensive up to date volunteering opportunities in their community
Objective: Empower individuals to contribute to their community while offering a fulfilling volunteer experience
Design Solution: An iOS app that centralizes volunteer opportunities to attract prospective volunteers and ensures a seamless experience
Meet The Team
The BeeKind team consisted of nine designers and researchers spanning the globe across seven distinct time zones. We engaged in fully remote collaboration, utilizing a diverse set of tools such as Figma, Trello, G-Suite, instant messaging, and sync-up meetings to help the team work together seamlessly. The entire project was undertaken on a part-time basis, spanning approximately four months.
Market Research
RESEARCH
According to the U.S. Bureau of Labor Statistics the growth rate of employment for social and community service managers is expected to be faster than average over the next year. These are the people who coordinate and supervise programs and organizations that support public well-being. They direct the workers and volunteers who provide services to the public. However volunteer labor is still on the decline, with 2024 predicted to be another “make or break” year for the nonprofit sector.
Analysis
There is a significant need for non-profit community service managers to effectively connect with, attract, and retain volunteer talent. Currently, most non-profits list volunteering opportunities on their websites or social media platforms. However, for a volunteer to discover these opportunities, they must be aware of the specific non-profit organization and actively seek out their offerings. Many volunteers primarily rely on word of mouth to identify opportunities in their area. Our research identified a major deterrent in the transition from a prospective volunteer to an active one: the lack of awareness about where to find these opportunities.
Competitive Analysis
Several key competitors have created analogous applications to address the market demand. We conducted comprehensive competitive audits to ascertain the features embedded in their respective offerings. Furthermore, we conducted a SWOT analysis for each competitor, aiming to identify opportunities to enhance and innovate upon existing market offerings.
Product Features
In our examination of the product features provided by competitors, we observed that a majority of these features were consistently present across various competing applications. Additionally, user feedback, as reflected in comments and reviews on these applications, indicated a strong appeal towards these features. The identified product features include location-based services, personalized experiences facilitated by individualized profile setups, an efficient event sign-up process, a comprehensive calendar of events, and incentive structures rewarding user participation.
Opportunity
Based on the 80% match of key features, we identified Golden as the primary direct competitor. Upon analyzing other competitors, it became evident that there is significant room for improvement in their user experience. This improvement can be achieved by providing customers with the capability to personalize their profiles and create individualized feeds on their homepage, featuring events and causes aligned with their identified interests.
User Surveys
In conjunction with the competitive audit, we wanted to identify user pain points and explore opportunities for enhancing the volunteer engagement of both new and existing users. This objective was pursued through the administration of a survey, from which data was collected and analyzed from over 100 participants.
Motivations of people who volunteer
Motivations of people who don’t volunteer
Competitors
Insights
The survey results highlighted key insights guiding our app development focus. Addressing these points will enhance user experience, boost engagement, and increase user return rates in volunteer events:
Insufficient Information: Provide comprehensive event details, organization, and organizer information to address user concerns about insufficient opportunities data.
Communication Enhancement: Overcome communication barriers through a centralized app, ensuring clear and concise communication about available events in proximity.
Attendance Optimization: Prevent drop-offs by clearly defining roles and specifying skill requirements upfront, thus enhancing clarity and reducing role mismatches.
Meaningful Experience: Prioritize suggested events that align well with user preferences to ensure a meaningful experience, ultimately fostering higher return rates.
DEFINE
User Persona
We leveraged demographic information and insights obtained from the user survey to define our target user persona. This strategic approach served as a foundation for refining and directing our design efforts throughout the project.
User Flows and Prioritization
Informed by insights derived from our research and the journey map, we initiated the development of user flows. We had to use multiple communication methods and product management methods to collaborate closely across multiple time zones and conduct cross-functional meetings. In these meetings we determine the impact of our desired features by determining how closely they aligned with users’ needs. Our focus was on refining the user experience through careful consideration of ideas, utilizing the MoSCoW system to streamline and prioritize features, and develop designs for the MVP version of the app.
DESIGN
Wireframe Design
Each UX designer was tasked with designing wireframes for a specific feature. A total of 49 screens were created to encompass five distinct user flows for testing, corresponding to the five user stories formulated from the insights obtained during the research phase.
Here is a sample, and you can see all the screens in the mid-fi prototype below.
UI Design
Color Palette, Logo, and Mascot
Recognizing our users' desire for an app that fosters motivation and sustained engagement in volunteering, we opted to incorporate a mascot character—a personal cheerleader—to enhance the overall experience by infusing a sense of enjoyment, friendliness, and warmth. Furthermore, we selected traditional bee-related colors, such as honey yellow, as our primary palette, complemented by accents inspired by the colors of nature, including grass green and sky blue.
Typography
Content, Tone, and Slogans
In a world where you can be anything, BeeKind
Where your kindness brightens the world around you.
Your unique journey begins here!
Buzz ahead
Do the waggle dance!
You are a now a member of the BeeKind hive.
Have a bee-autiful day!
Create a buzz!
Time to bee a positive influence.
Iconography
Shapes
Backgrounds
Mock-Ups
To craft the ultimate high-fidelity prototype for the second usability study, 72 screens were generated, adhering to the standards established by the implemented UI design system. Users were provided with the choice to browse without creating an account or to initiate the account creation process first. Consequently, two distinct paths were created, each featuring slightly different screens. Presented below are sample mock-ups, while the entire set of screens can be accessed in the comprehensive high-fidelity prototype linked below.
TESTING
Prototypes
Mid-Fidelity
High Fidelity
Usability Studies
We conducted two moderated usability studies. The initial moderated study involved assessing a mid-fidelity prototype to ascertain the efficacy of the designed flows in meeting user expectations, evaluating the coherence of navigation, and ensuring the intuitiveness of feature accessibility for all users. Upon completion of this study, we analyzed the findings, generated an Impact Effort Matrix, and subsequently reviewed the results with the team. Subsequently, all UX designers were tasked with refining their designs based on the study outcomes.
The second moderated usability study was conducted on the high-fidelity prototype to gauge the impact of the implemented changes on the users' ability to access features, as well as to assess overall ease of use and satisfaction with the application. The detailed results of the implemented improvements are outlined below.
Analysis
The combined enhancements sparked a notable increase in the average success rate from 63% in the first study to 96% in the second study, this includes success with difficulty. The complete success rate, with no difficulty, went from 37% in the first study to 75% in the second study. We also decreased the average failure rating from 30% in the first study to to just 4% in the second study.
Second Usability Test
96% Average Success Rate
The success rate, including success with difficulty, increased from 63% in first study to a 96% in second study
+2%
Increase in average successful rating
86.67%
Reduction in failure rate
Before and After Results
Finding Events
In the first study, only 30% users used the filter for finding events, suggesting it was not easy to find or understand. We marked this as a high-priority (P1) issue with significant impact but low effort to fix. Our adjustments led to an improvement of 83% of users finding the filter successfully.
Signing Up for an Event
In the first usability study, users found the sign-up process too long. The initial prototype had a single path, requiring users to register and sign up for an event together, contributing to the perceived lengthiness. In the second prototype, we introduced an alternative path, allowing users to pre-register for the account, significantly reducing the time to sign up for events and increasing satisfaction.
Additionally, in the first study some users were unsure if they successfully signed up. We resolved this by refining content and providing clearer messaging during account creation and sign-up.
Log Hours With QR Code
In our first study only 11% of users found the QR code and successfully logged their hours. We marked this as a high-priority (P1) issue with significant impact and requiring a high effort to fix. Our adjustments led to an improvement of 100% of users finding the QR Code successfully.
Understanding Rewards
Feedback from users in our initial study highlighted the need to improve the explanation of the rewards system, specifically by outlining how points are used and clarifying incentives for rewards. As a response, we conducted a second user survey to identify the best ways to address these concerns and then implemented that along with more detailed explanation pages into our hi-fi designs.
Calendar Functionality
In our initial usability study, we conducted an A/B test to determine the preferred method for calendar date selection. Users favored a dropdown menu for month selection. Additionally, feedback highlighted challenges in indicator clarity, with users expressing difficulty in identifying highlighted dates with events. Consistency in event card presentation on the calendar view was emphasized, along with the expectation of seeing equivalent event details when clicking on a date. Users also voiced uncertainty about whether the displayed calendar was personal or all-encompassing, emphasizing the need for contextual clarity to mitigate confusion.
Editing Profile
A significant 33% of users encountered challenges locating the save button, resulting in an inability to save profile changes. Additionally, users expressed a desire for confirmation feedback upon saving to ensure the successful execution of the action.
Additional Findings
In the feedback from our first usability study, users showed a preference for an onboarding process with more information. Additionally, users expressed a need for enhanced information transparency concerning NGOs and event organizers, emphasizing the importance of providing names and contacts. Fulfilling this request helped contribute to building trust and credibility in the platform.
CONCLUSION
What’s Next?
As we concluded our initial user surveys and research, we recognized various features for potential integration into the BeeKind app. However, facing constraints, we employed the MoSCoW Matrix for prioritization, leading some features into the 'won't have' category. Moving forward, the key initiative involves assessing the necessity and value of incorporating these features, ensuring alignment with user needs and preferences.
In-App Messaging
We recognized the significance of In-App Messaging as a pivotal feature to enhance the overall user experience within the application. This functionality would enable NGO organizers to directly communicate with volunteers regarding event updates and information, promoting streamlined and centralized communication within the system, as opposed to relying on external email channels.
Friends and Online Networking
A substantial portion of our research indicated that the primary motivators for consistent volunteer participation are friendships and social interactions. Furthermore, our supplementary investigation into reward systems highlighted the significant value volunteers place on the acknowledgment and visibility of their accomplishments, often finding this recognition as rewarding, if not more so, than tangible items.
Feedback System for Reviews
Usability study findings indicated a user preference for the inclusion of a review feature, allowing them to both contribute and access reviews related to events and organizations. Introducing this feedback capability has the potential not only to enrich user experience but also to serve as a motivational factor for volunteers contemplating participation in events where uncertainty about enjoyment exists.
Final Thoughts
As a cohesive, cross-functional team spanning various time zones, our collaboration resulted in the successful creation of an MVP app design that effectively addressed the identified market challenges. Beyond resolving immediate issues, our collective efforts also uncovered additional avenues for the app's growth and expansion, paving the way for a promising future. This achievement marks a significant step towards establishing BeeKind as a user-centric platform fostering a unified volunteering community, bridging the gap between volunteers and non-profit service managers and addressing the crucial issue of awareness about available opportunities.
