Rate Change

As the team lead, I facilitated the collaborative process of generating User Need Statements and Business Requirements to ensure alignment before we began searching for solutions.

• Helped the team align on the overall marketing strategy as well as the feasibility of the technical architecture that would be required to achieve it.
• The user flows went through several iterations, helping me identify potential pain points, areas of confusion, and key decision points. The flow diagrams also helped foster collaboration and alignment with the project stakeholders, including the IT, marketing, project management, and executive teams.
• These diagrams helped us communicate effectively as we made important decisions around data requirements, PII, security, and the overall flow of the rate change process.

• Having identified our goals for each user group and with a clear and shared understanding of the user journey, we began working on the content strategy for each step in the process.
• This involved close collaboration with our content & creative team to identify key information that needed to be highlighted, craft moving content that could persuade users to accept the rate change, and anticipate and address the most probable questions and concerns that users might have.

• The marketing leads wanted to present similar content, but in different orders for various demographics.
• For 'automatics,' they wanted to place an emotionally-charged video explaining the reasonings & needs for the rate increase in order to convince users not to opt-out.
• For 'electives,' the marketing leads prioritized putting the user's information table above the fold in order to allow them to make a quick, informed decision, with the video below if they still needed a nudge.

• The low-fidelity representation of the user interface helped the team visualize the overall layout, content structure, and user experience without getting distracted by specific wording or visuals.
• This approach enabled us to iterate quickly, gather stakeholder feedback, and align the team’s vision for each step in the users’ journeys early on.

• Multi-child sponsors:
  • Working with our data analysts, we discovered that many users sponsor more than 5+ kids, so creating a table with an individual line item for each is likely not the best option.
  • We determined that at six or more children sponsored at the same rate, we should group them together into a single line-item with a short rate summary for the whole group.

• These were created “near pixel-perfect” in order to allow the team to visualize hierarchy, spacing, typography, etc.
• One key element for all user segments was the table showing each user’s individual charges and how they would be uniquely affected by the rate change.
• By iterating and refining the table design multiple times, I ensured that it effectively presented this critical information in a clear and organized manner so users could make an informed decision.

• IT’s Lead Architect and I worked closely to identify that the user payment tables could become fairly complex as Compassion allows users to sponsor multiple children at different rates as well as being charged at different frequencies or time periods.
• Additionally, the number of sponsored children could vary from zero to in the 50's, so I had to find a way to represent the typical cases as well as edge cases.
• Finally, every UX designer knows tables on mobile devices are difficult to execute well - so I had to find a balance between displaying pertinent information and not overwhelming the user.

• Assess usability: Understand how users interacted with the table designs, including their ability to navigate, comprehend information, and perform desired actions.
• Gather Feedback: Hear from users about their overall experience, their understanding of the rate change details presented in the tables, and their impressions of the design.
• Validate Design Decisions: Confirm that the information presented was clear, concise, and met users' expectations and needs when it comes to the implications of the rate change and the rationale behind it.

• User Sentiment:
  • The alpha test user group actually viewed the rate change as a positive move. Many expressed sentiment that they understand inflation and other economic challenges.
  • A smaller subset of the alpha group expressed initial surprise at the rate increase, but were quickly understanding when they saw the content explaining the rationale behind it.
  • Overall, all users in both studies were able to achieve their goals with very little issues and only minor improvements suggested.

• Our business insights team detected no drop in our NPS score over the course of the 'active' months that the rate change took place.
• Leadership was extremely happy with the revenue, opt-in rates, and user sentiment shared via the customer support center and surveys.

A few key quotes around the positive user sentiment:

To raise the requirement from 38 to 45 .... it must be real and not to be wasteful. If that is what it costs ... ok

Please make is easier to change sponsorship amount if willing to give more.