Nonprofit Registration
Benevity
Simplify the way nonprofits register
Challenges
Building off of the Next Generation Granting strategy, we knew the first step was to standardize how nonprofits show up in our ecosystem
An extensive research project was launched to discover where there are gaps in the existing system and where we could improve
Team
Design
Manager, Product Design (Me)
Senior Product Designer
Intermediate Product Designer
Product Management
Director Product Management
Senior Product Manager
Engineering
Technical Program Manager
Staff Developer
After talking to nonprofits off all sizes we discovered three themes
1.
Working in our system is an administrative burden
2.
Their biggest pain points centered around trust, timeliness and transparency
3.
Their goals centered around building connections
Jobs to be Done
One of the key take aways in our research was that we were not specific enough with our user roles
We ran a Jobs to be Done (JTBD) exercise to break down the different nonprofit users and their goals working with us
Finding Hot Spots
Based off our JTBD exercise and the supporting research, we ran service design blueprint workshop to focus in on key points during the user’s journey
What we discovered is the registration process was particularly cumbersome due to a lack of expectation setting early in the process
Key Findings
When we dug further in we discovered the impact this was having on the business
40%
support tickets related to registration and onboarding
30%
registration tickets relate to the nomination process
2
weeks average processing those tickets
Map out the Mess
When we mapped out all the ways nonprofit users could navigate our system it showed all the spots where they could run into a dead end
All of these dead ends represent another place where human interaction is then required to move forward
Focus on What Matters
By standardizing and focusing the experience, we knew we could keep the user moving, and thus, remove the need for them to reach out to our support staff
A Sense of Place
We restructured the log in experience to make it modular, allowing the right person to fill out each step independantly
All information needed to complete a step is presented to the user before the get started
Finally, by making the registration process more robust, we were able to eliminate the nomination requirement that tripped up nonprofits wanting to engage with us
Results
By streamlining the process and removing friction we were able to drastically increase the number of nonprofits registering, while decreasing the time to register all without growing the support team
375%
increase in nonprofit registration
40%
decrease in time to register
0
additional support staff