Case Study for the Design Strategy of the Queermunity Collaborative
Executive Summary
We were brought in by the Queermunity Collaborative via Prime Digital Academy in order to create a design strategy for their organization as it launches. Queermunity’s primary users are LGBTQ+ people in the twin cities area that are looking for a safe and inclusive place to gether, hold events, and socialize. We did a research deep dive, then wrote a guiding strategy statement and prototyped several touchpoints based on our findings, brainstorming, and knowledge of best design practices. The primary goal of the touch point is to model the entire membership life cycle from awareness to renewal. Our team consisted of myself, as well as Nathan Zdon and Laura Purtell.
Research: A Deep Dive
Before we began making prototypes, we needed a plan. First we compiled everything that we knew, questions about what we didn’t know, and any assumptions we may be making about the project and its target audience. Then, we did a deep dive into the research available to us, finding what’s important to the audience of the project, studying the organization’s closest competitors to see what already exists, and seeing how well similar systems currently work. Two key takeaways were found:
From this research, we wrote our guiding strategy statement to help us stay aligned with our goals, and those of our client.
Touch Point Strategy Map
Next we made a touch point strategy map, in order to serve as a guide both for us and for the client. This would list all touch points we recommended, how they relate to the stage of the membership life cycle, and how they can be used to help the organization. The first iteration of this was pretty, but not very readable. The second iteration accurately showed the importance of each touch point over the course of the membership process, and had small previews of the prototypes. Both are shown below.
Touch Point Prototypes
We then did three iterations of wireframes, ranging from low to high fidelity, culminating in eleven screens worth of annotated prototypes. These are prototypes of the most important touch points, including the website, social media, emails, fliers, and text messages, that are detailed enough for the client to get an idea of what they could look like, and what parts of each are important. I personally contributed to all of the prototypes except the text message.
Client Presentation
Lastly we put together a video walk through presentation for the client, which explains the prototypes and why each are important and how they can be used. It also includes the journey of a proto-persona so that the client can visualize how the user will interact with them.
Next Steps
I would love to continue iterating on a project like this, and given the opportunity I would start with basic evaluation of the existing prototypes, including a Kano analysis and A-B testing with small variations. I would do usability testing, prototype, and do more generative research in order to produce more definitive wire frames that really stand out, and continue to work with the client to refine their strategy further.