Lightful
A website for non-profit organisations to access Lightful's online tool suite and provide industry advice to Lightful's community of users
Collected information from potential users through surveys and interviews. Interviews were remote and in-person
The size of organisation ranged from 1–10 (31%) to 100 + (38%) employees
85% of people responded to statements about the product over the mission of the company
Hootsuite and Salesforce were the most popular tools for Social Media Management and CRM
85% of respondents used both desktop and mobile for their administration
"I want to learn as I go - diving straight in" - Kate, Gua Africa
"The products need to be free or I need to see the worth of that kind of investment" - Maanda, WESSA
"Trust is so important to me" - Scott, Aragon Housing
"We feel a strong relationship with Lightful because of the regular 1:1 support that they give us" - Holly, Street Child
"[Lightful] are helping us make the big change to digital" - Peter, St Mungo's Broadway
From the start of the project, we investigated where Lightful would fit in the market place and what their potential competitors were offering.
After getting a general overview of competitors, we concentrated the research to see how competitors meet users needs.
Key Insights:
Lightful's edge in the market should be peer support and specialised resources for NGOs.
To make sure that the website was constantly meeting users needs, we created four personas that represent user groups who share behaviours.
We made a post-it map for potential personas, the categories included: Behaviours & habits, Goals, Features & Needs, Biography and finally a phrase they would be likely to say.
Above: One of 4 personas page sketches. Data Source: 1:1 (formal and informal) interviews with 9 people. Survey with 13 responses
"Convince me that this will work"
"I want to make a difference and develop my skills"
"I want us to be thought leaders in this sector"
"The charity is a big part of my life"
Sue became the primary persona for the project as her behaviours and needs represented many users from the research sample.
She, like 50% of our survey respondents is not a social media specialist, but juggles a number of different tasks for her day job.
Sue's journey map showed that her biggest pain point was the signup process to new products or tools. They were either too costly to use (without visible benefits for the investment) or too many fields to complete in the signup process.
Using research findings, we prioritised features to be included for this design sprint. They included:
We hosted a design studio with two members of the Lightful executive team, to produce initial designs for website screens.
This studio was highly productive. We ended with sketches for the home, discovery, signup and profile screens (seen above).
Paper prototyping is a low cost form a of rapid iteration. We created a site-map and user flows to make the screens follow the correct flow. (To view these and the rest of the deliverables document, please click here).
We made the paper prototype clickable on Invision, which was invaluable for remote user testing.
"I like the idea of the fixed signup button, as long as it doesn’t get in the way"
"I still don’t really understand what Lightful do or how they can help"
"Signup seems quick and easy"
"Statistics and testimonials are great, but they need to be relevant to the product"
Feedback from user testing directed next iteration: low fidelity digital wireframe.
We sectioned the homepage into different topics (to make it clearer for users and have a similar design if converted into mobile format).
"I would like to see areas that I can sign up throughout, rather than the fixed button, which would get irritating"
"I would like to subscribe to resources/ blogs, not just the whole tools package"
"I like that there are lots of videos on the pages, breaks up the text"
"I would trust the forum more if it was called something like ‘Expert Community"
"Stats and Testimonials are so important for me when making a choice for products"
"I would definitely subscribe to emails for new content of interest to me"
"I like how simple the overall design is and I would definitely keep it simple"
To view the high fidelity clickable prototype, click here
To view the deliverables design document, click here
