MNTech Multi Touchpoint Strategy
Situation
My team was tasked with analyzing and improving the multi touchpoint experience for the Minnesota Technology Association. Director of Community Engagement Jade Denson informed us that many of their MnTech members are not engaging in the communities of interest that are provided as part of their membership. MnTech’s vision is to increase the number of members in communities over the next six months by fifty percent. I was in charge of improving the sign up process for communities of interest, measuring the member reactions to virtual events and creating new ways for member companies to feel engaged with MnTech.
Partner
Tools & Methods
Heuristic Analysis
Low Fidelity Prototypes
High Fidelity Prototypes
Sketch
Zoom
Experience Map
Independent Website Analysis
I reviewed different areas of the website including: layout, microcopy, social media outreach, new member sign up. I compared the MnTech website with similar sites with the purpose of developing a better understanding of the space. Key findings: MnTech site has the become a member page hidden deep in the website. It’s not present on the home page and having to dig to find this information can be discouraging for users looking to get connected.
Synthesized Findings
I reconvened with my ream via Zoom. We synthesized our findings and determined what part of the website everyone would be working on. I elected to figure out a more streamlined user flow for new members to sign up for communities of interest. MnTech is also in the process of launching virtual community meetings and I tasked myself with creating a post-meeting survey.
I created a low-fidelity wireframe focusing on the three user groups that would be interacting the website. While creating the wireframe I kept in the mind the goal of getting all users signed up through the Mobilize Application as seamlessly as possible.
My high-fidelity prototype implies that members using the desktop site will be connecting with communities of interest by going through the MnTech website. If a member is signing up through their phone then they will have to install the mobilize application as part of the sign up process.
