De Zonnebloem: UX Case Study
“De Zonnebloem” is a Dutch national volunteer organisation that works for people with physical disabilities due to illness, age or disability. There focus is to help them with a comfortable time during tough days.
In decades charities having a hard time to find support for donors and volunteers. “De Zonnebloem” is not a startup but is still overshadowed by big well known organisations as Greenpeace and Unicef.
I’m passionate about charities and see the need in our complex society. I conducted a project campaign with a study to dive deeper into the potential consumers mind and as an exercise to help me improve as a designer.
Overview
My goals were to:
1. Understand and identify issues in “De Zonnebloem” through user research
2. Create and validate potential design solutions
3. Communicate my thinking and process
I used a variety of design techniques to categorise and improve user pain points.
Empathise
“Yes, I think it's a wonderful organisation”
The first step was to conduct general consumer information as a way to uncover pain points. During lunch break I headed to the food court to spread out a survey to some locals. I ask individuals between 25 - 35. My goal is to know what kind of knowledge the people already have of “De Zonnebloem”. Furthermore I ask If they have any commitment with “De Zonnebloem” and to verbalise their thoughts.
Analyse
The next step was to review and sort my insights. First, I used affinity mapping (grouping ideas based on similarities) to identify common pain points.
Next, I created a 2x2 matrix to understand what issues might be both important to the business* and to the consumer.
I used empathy mapping (grouping ideas based on a consumer’s thoughts and emotions) to dig deep and understand what kind of issues people see in “De Zonnebloem” What did they say and how did they react on the company website?
“The website looks a bit busy”
Define
Organizing my insights helped me narrow it down to 2 major pain points.
Pain point 1: A group of individuals is confused and don’t know exactly what the organisation do.
Hypothesis: Emphasizing the organization and showcase the consumer what “De Zonnebloem” capable is to help with the unfortunates.
Pain point 2: A passive group of individuals are open to commit with “De Zonnebloem” but they need intentions and convincing.
Hypothesis: Expose some individual insights emphasize this passive group to help.
Ideate
Now that I identified two major pain points, I created solutions to nail down these pain points.
- A promotional campaign that shown the need of volunteers and donors.
- Optimizing the general message and inform the consumer who “De Zonnebloem” help.
- Empathise the donors with real people who need “De Zonnebloem”
- An incentive gift chance to attract the passive consumer to join.
Empathize consumers with candidates will create a win/win situation. Who are they and what is the story? By helping the candidates will give you also to chance to win.
Prototype
I sketched several potential responsive wireframes and conducted comprehension feedback with colleagues. I incorporated their thoughts before creating hi-fidelity mockups and prototypes.
Conclusion
Through user research, I discovered the needs of potential customers. By carefully analyzing them gave me the solution to launch this campaign. The campaign gave “De Zonnebloem” an extra opportunity to show the media who they are and the need for help.
This designflow is followed by the guide rules of the brand.
Thank you for reading...