Creating a strategic plan catered to how patrons use services
What role does Valley of the Sun United Way play in the lives of its volunteers and donors?
Gaining a deeper understanding of the donor and volunteer journey
In the quest to create a more strategic vision for Valley of the Sun United Way, it was identified that a more thorough understanding of the experience donors and volunteers were having would be necessary. To complete this project, Cast & Hue was brought in to gain a thorough understanding of the journeys and experiences those who support VSUW undertook. Over the course of this project, several research methods were employed, including Jobs-to-be-Done, journey mapping, design thinking, user testing, and experience design.
Mapping the volunteer and donor journeys
The first step developing an understanding of how donors and volunteers utilize VSUW, Cast & Hue conducted a series of journey mapping workshops. Through these workshops, an understanding was developed of not only the steps supporters were taking, but also how VSUW was impacting them across multiple experience dimensions. Armed with this data, a thorough understanding of supporters' thoughts and actions could be developed.
Gaining a deeper understanding of patrons' needs
Jobs-to-be-Done posits that customers of a product or service "hire" said product or service to fulfill a specific need. In this case, Cast & Hue sought out how VSUW was playing a role in supporters' everyday lives, going beyond the simple satisfaction that comes with helping those in need. Through a series of interviews, Cast & Hue researchers uncovered 18 individual needs that were being fulfilled through the process of supporting VSUW. These varied widely: from "Feel personally fulfilled when you volunteer" to "Attend employer-approved volunteer opportunities during normal work hours."
Presented with this wide-ranging list of needs, Cast & Hue turned to an approach of ranking these needs called "outcome driven innovation." Through utilization of a survey that went out to current and past supporters of VSUW, survey-takers ranked each need based on how satisfied they were with their ability to do the need, as well as how important they found the need to be to them personally. Armed with this data, a unique "opportunity score" was created for each need, allowing VSUW to understand where to focus resources to make the biggest impact.
Putting together the pieces: building a holistic experience
As an ultimate outcome of this project, insights gained from multiple prior stages of the project were brought together to create a holistic experience. Through analysis of interviews and volunteer and donor journeys, Cast & Hue arrived at several "continua," or experience threads, that supporters wished to be present throughout the entirety of their experience. These included continua such as "intimacy" and "flow."
Along with these continua, Cast & Hue presented a series of recommendations to VSUW staff, based on ideas that arrived from user input during previous phases of the research project.