ROLE
Strategy, Visual & UX Design, Developer Management, Marketing Automation
CLIENT
Arthritis Foundation, 2018
Empowering a Network
The Live Yes! Arthritis Network was created by the Arthritis Foundation to facilitate personal and online connections between people who are affected by arthritis and empower them to live their best life.
You are Unique.Make a Difference.
There are numerous ways to get involved and make a difference with the organization but many users felt overwhelmed and were unclear where to begin. Helping users identify their strengths we can learn how to better engage them in the fight to conquer arthritis.
The Challenge of Expanding a Network
The goal was to generate quality leads, and break through the noise to get the attention of busy decision makers. Previous lead generation forms had a small completion rate so we were looking for ways to increase conversions.
From Direct to Conversational
The client had been sending a survey with ten straight-forward questions asking users about activities they participated in, frequency of participation and how arthritis affected them. User feedback showed that many felt apprehensive about the personal nature of the questions and could see no benefit in answering. The drop-off rate was over 80%.
Using a personality quiz model, we made the questions fun and conversational. “If you were stranded on a desert island, what would you bring?” “What TV/movie character are you?” “What would your superpower be?” By using more light-hearted questions, users began to feel comfortable self-identifying. As a result, we reduced user anxiety and increased completion rate by 250%.
Form, Function, and Feel
We crafted a whimsical design with light-hearted and conversational questions, making the quiz approachable and fun. A simple responsive design made it easy to use on any device.
Finding Personality
Six categories corresponding to organizational initiatives place users into categories that best suit their engagement personality. Emails containing additional calls to action were built out for each category.
Born Leader (Volunteer)
Great at bringing people together, likely to volunteer and lead committees
Futurist (Scientific Discovery)
Passionate about scientific discovery and looking for a cure, likely to contribute to research
JA Warrior (Juvenile Arthritis)
Cares about children, is possibly a parent of a child with arthritis, likely to engage with JA family events
Optimist (Advocate)
Sees the potential for change and isn’t afraid to fight for it, likely to advocate for legislative change
Party Planner (Fundraiser)
Has lots of connections and is eager to jump into action, likely to persuade others to support a cause
Socialite (Support Network)
Very social and likes connecting with others to learn from their experiences and share their own, likely to interact on forums and social media
Convert and Automate
Once the users get their results, they were placed into an automated nurture campaign to get involved. Knowing that asking for too much information can reduce conversions, we asked for the minimum needed to customize engagement opportunities.
