Helping Campaign #ForChange new users with Interactive ToolTips
Campaign.com is one of the crowdsourcing platforms with a quite different concept from others. Where others tend to use the donation as their main source of crowdsourcing, Campaign.com provides the user with some participation in the campaign that our partner organizer creates then after finishing some of the action in one challenge, Campaign.com will automatically convert all of the challenges into a donation with the help of a Campaign.com sponsor. This way, Campaign.com allows more people to join and participate in helping each other and tackling Indonesia’s or even US social issues with their participation.
Even though the app’s concept is quite good and could be the alternative of tackling our current social issues, not everyone concerned with social issues or already knows Campaign.com consider using Campaign #ForChange apps. My product manager requested research to discover the reason why it happened. This project is mainly part of the previous project to discover why users do not participate or use Campaign #ForChange apps with a different scope of project and implementation at the end of the project.
In this project, I am not focusing on finding the problem in the Campaign #ForChange flow, but I am researching why users still do not participate and use Campaign #ForChange apps. But the insight in this case study is quite different. I also participate in the validation process, which I will explain at the end of this story.
What kind of research do we do?
Notes: The research explanation and how I did it will be the same as the previous one because it is the same research but with different results, highlights, and implementation.
Mainly we decided to go with Semi-Structured In-depth interviews. Why? Because mainly we would like to discover their emotions, feelings, and thoughts about our apps. Because we would like to capture that kind of data, Attitudinal research and semi-structured In-depth interviews are some of the methodologies that are part of the attitudinal research. We decided to interview 5 participants, which has
- Socially Minded and Active Participant
- Had a passion for social issues
- Understand about Campaign.com
- Participant doesn’t have a Campaign #ForChange app / Have a Campaign #ForChange App but never take any challenge or action.
- Never take any challenge and action inside of the application Campaign #ForChange
From these requirements, we believe that the best participants for our research are interested in social issues, knows our company and apps but decided not to use or even consider downloading our apps because these participants could explain their reason more clearly as they know the campaign and has more reason instead of someone who did not even know our company or our apps.
How did we do the research?
We finally recruited five potential participants to be invited to the interviews for the research itself. Before we recruit, we tend to send the screeners surveys that could select which one will be more suitable within this research.
Though in short, it may look alike with the previous case study called: Creating an Urgency to Participate in a Campaign. Still, during the research, there was some insight that our team took it differently to implement it, and this insight is mainly from some of our participants who have already downloaded the app but have not yet taken any challenge inside the app.
So What is the reason that makes these types of participants not consider taking any challenge inside of the Campaign #ForChange app?
- These participants faced confusion while using the app, especially for taking the challenge.
New users or newcomers who tried to use the Campaign #The ForChange app feels confused with the User interface and how to take the challenge inside the apps. This issue only occurs on the new users and sometimes our current users. One of the reasons is they are confused because there are too many challenges in the app, and another reason is she is confused about how to contribute to the campaign. They feel overwhelmed with many challenges and campaigns inside the apps, then feel confused about what to do first.
“aplikasi kampanye cuman download aplikasi nya agak bingung, bingung cara ber kontribusinya di dalam aplikasinya bagaimana” — P5
“Karena banyaknya challenge kayak gimana banyak banget jadi belum terbiasa, sehingga cukup bingung untuk pertama apa yang harus aku lakuin di dalam aplikasinya” — P2
“Masih kebingungan menggunakan aplikasinya, terus untuk melakukan challenge di dalam aplikasinya juga masih bingung” — P1
The key takeaways from this research were that some of the participants who had already tried the Campaign #ForChange app felt confused. They feel confused about starting the challenge and which challenge I should start first. They also don’t know how to contribute inside the app, which means some of them did not know how to use the app in the first place. So if we tried to use the How might we concept for defining the problem statement, it would be
How might our new users feel more natural to adapt and not be confused while using the apps first?
Then we after a few discussions about how we tried to make our new users feel natural, we came up with one solution: ToolTips or maybe some of us called it tutorial inside the apps. These tutorials are something new for Campaign #ForChange apps because previously, we did not implement them. These tools tips will help our new users until taking one action for the users to know the flow of the app and understand how to take the challenge and action in the Campaign #ForChange app.
But, Are you sure that the tooltips will work at least the flow itself is easy to understand for the users, especially for someone who never uses Campaign #ForChange App?
Before we launched the Tooltips to the actual apps or the live apps through an update in Playstore, Our team decided to create the prototype as fast as possible, especially for the UX Designer and UI Designer to test it as soon as possible and validate our ideas immediately. Then after we finished the Prototype, My Product manager asked me to validate the ideas through usability testing. Why? Because we would like to know if the flow of the tooltips is easy to understand and even with people who are not using the Campaign #The ForChange app before could follow and understand the flow.
How did I validate the Ideas through Usability Testing?
To validate the Tooltips in the right environment, I would like to make sure that the tooltips are being tested by someone categorized as a non-user. Why? Because this tooltip is likely to be used for new users, and a non-user means someone who never used Campaign #ForChange before. We would also like to invite the participants who are at least likely to use our apps, which means they are interested in helping or participating in social issues. And here are the participants’ requirements that I set before the research.
- Know Campaign.com as a Company or Social Platform.
- Never used the Campaign #ForChange app and never took any challenge/action with the Campaign #ForChange app before.
- Had a strong interest in social issues
We are conducting usability testing remotely with the help of Maze. We differentiate the 5-second test we conducted on the previous project with the tutorial or onboarding itself. And for this usability testing, we created only one Scenario that would reflect themselves as the newcomer with a strong interest and would like to participate in the challenge. We conducted the usability testing with two types of research :
- Unmoderated Usability Testing
This means that the usability testing would only collect the quantitative data without knowing the qualitative data. The participant itself only conducts it without any moderator or UX researcher inside it.
- Moderated Usability Testing
This means that the usability testing would collect the qualitative and quantitative data because we are still using the same platform as Maze's unmoderated one. Still, we could ask or collect the qualitative data to explore the reason and emotion while using the prototype at the end of the session. In this type of testing, We have to invite the participants to a google meet and set a date for us to meet them. It is required to have a moderator on this type of testing.
After the Usability Testing on the Tooltips for Campaign #ForChange Apps, how's the result?
First, before we jump straight to the result, I decided to create the success metrics that our product team considers for this success. Where I propose to at least :
Success Rate Metrics on Usability :
- 75% of respondents completed the task to complete the challenge.
Why 75%? Because 75% means that you at least could give you a real statistically significant result in terms of statistics. And 75% is the bare minimum for this usability test task. At this point, I didn’t try to look for the average time because we don’t have the comparison, and it is our first time to build a tooltip. So the success rate of task completion is already enough for this usability test.
After I did a usability test, we could see that the success rate for the tooltips from the maze is 83,3% which is already surpassing the minimum success rate we, our team, has already agreed.
What Could I learn from this project?
By quickly gathering insight from the user, defining, ideating, prototyping, and testing to validate the ideas, we could get insight from the users quickly and see the results. At least we have already discovered the major result: either it will be painful to use or it will please our users. From this research, I learn all of it, and it will be useful for me to adapt to another project.
