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Re-imagining the UX Architecture

The Challenge

UncommonGood has two user types: Organizations (B2B) and Donors (B2C), however, the home page really only served donors. Organizations were asking for help - they wanted to learn more about the tools available and they didn't know where to log in to their B2B account. 

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UncommonGood's business challenge was to bring more B2B clients on board for revenue and they didn't feel they could do that with the existing user experience.

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The client requested a very condensed timeline to meet a firm launch date.

Goals

  • A new site map and landing page catered to B2B users

  • An intuitive flow to move between B2B and B2C platforms

  • A new, simpler login/sign up experience

  • A set of templates for secondary pages, desktop and mobile

Impact
Within six months of launch, 100's of new organizations have onboarded, raising significant capital
Timeline
3 Weeks
Roles
Competitive Research
Information Architecture
Wireframing
Dev Handoff
Deliverables
Sitemap
Hi-Fi Wireframes -Desktop + Mobile
QA Findings
Tools
Figma
Google Suite
Slack
Notion
Hubspot
Team
Megan Martin
Thu Do
Ty Callahan
May Lee

Partners:
Marketing Team
Client Team
Development Team

Competitive Analysis

We started with looking at direct and indirect competitors in the fundraising and service provider spaces to see how they handled their architecture and user flows.

 

Opportunities:

  • The competition tailored their homepages 70% B2B and 30% B2C, which challenged our assumption that both user types should get equal weight

  • Use of testimonials to breathe humanity into the product

  • Get a Demo CTA throughout to push engagement

  • Ability to see live campaigns in action to help sell the product to organizations

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Site Map

The top level navigation of the new site had to do a lot of work - help organizations learn about all of the great tools, lead donors to the fundraisers and causes they care about, and allow everyone to sign up/log in.

Secondary navigation helped users navigate further to specific tools and features, both in content buckets and individual feature pages.

 

Despite mostly focusing on the B2B user for this new site, it was very important to us that we not leave the donor in the dust. We fought for inclusion of the donor facing pages in the main navigation so they knew where to go immediately.

 

Wireframes

Our team consisted of three designers and we each took a pass at ideating on this new homepage design. We drew inspiration from the competitive analysis, client ideas, and known user pain points. We worked with an existing design system and new brand guidelines.

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A new header navigation was created based on the sitemap.

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These designs were presented to a large team including the CEO, CDO, product manager, marketing team and head developer. We settled on different elements from each of the three designs to bring into one final homepage, keeping in mind any development restraints. We also built templates for all the subpages and a placeholder for signup/login.

These were going to be built in Hubspot with responsive design but we also created a mobile version so the developers knew how some sections were intended to behave.

QA

Since this project was under such a tight deadline, we had all hands on deck for QA while the developers were building. We used a shared punchlist across teams to find any inconsistencies with the design and functionality.

Reflections

This sprint was fun and challenging. The very tight turnaround kept us on our toes. Working with such a large team (15+!) had it's pros and cons - lots of ideas to consider, different viewpoints, and feedback from real users. But having so many voices caused some conflict and we did have to reconfigure our approach as the project progressed.

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Additionally, due to such constrained circumstances, there was no room for usability testing before going live. This is always of course, not ideal. However it is slated for a future larger usability testing sprint based on the design teams' recommendation.

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Update:

Within six months of launching, hundreds of new organizations have onboarded, significantly increasing revenue.

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