Featured Projects
RELATIONSHIP WITH ORGANIZATION PLATEAUS OVERTIME
HOW CAN THE ORGANIZATION EVOLVE THE RELATIONSHIP WITH USERS?
HELPING PEOPLE CREATE CHANGE
Our client, a worldwide leader in civic technology, wanted to better understand the motivation and goals of an active segment of their user population. Additionally, they wanted to identify opportunities to engage with this segment through membership.
Key Questions: What is the user’s awareness of, expectations for, and attitude towards paid membership? How can the organization convert them to paid members? How does membership augment their value proposition, if at all?
How: We conducted a series of 1:1 remote interviews with active signers. Using recall of specific moments/petitions, we gained insight into actual catalysts that trigger the signing of petitions, and what happened surrounding those moments. We also used a combination of a prototype and rating exercises to elicit discussion on membership and the organization’s value proposition.
“Aha” Insights: We deepened how stakeholders think about “membership” by clarifying that, for people engaging with organizations that support their positive change-making goals, “membership” is more than financial support or a transaction. A particular relationship with the organizations to which they contribute money is expected. There are two key facets to this relationship: 1) An intimate understanding of who change.org is, and the people involved; 2) A feeling of a being part of something larger.
Outcome: Prompted an org-wide commitment to developing content with the goal of cultivating a deeper relationship between the organization and the people at each touch point on the journey to membership.
Supporting customer journeys to standardization
A construction tech company was looking for insights to help identify and prioritize opportunities related to standardization within construction projects, teams, and companies.
The client wanted to identify key roles involved in the creation and consumption of standards and to deepen their understanding of the motivations and processes around standardizing within a construction organization.
When and how are standards developed, refined, deployed and adopted?
What/who are the inputs?
Reframe: Through conversations with key stakeholders and Subject Matter Experts (SME’s), we reframed the research goal as: How can the construction tech company support customers along their standardization journey?
How: We conducted 1:1 remote interviews with existing customers in a variety of different roles related to standardization in order to understand motivations, needs, and processes related to standards. We also encouraged participants to share artifacts to help ground and contextualize the conversations.
Outcome: We distilled findings and developed visual artifacts to illustrate the motivation, drivers and pain points experienced while maturing through and towards standardization. We expanded personas and identified their evolving needs at various stages throughout the standardization process. We developed a model (fig on the right) depicting the journey to standardization maturity, identified Experience Principles, and recommended a number of product opportunities and priorities.
“Curious Two worked with two of our product teams to develop a foundational understanding of the range of user archetypes, their workflows, and their needs.
From the start, Marsha and Heather were invaluable partners in developing a plan for answering the team’s questions, and leading the team through the research process. They quickly ramped up in a complex space, which allowed them to facilitate productive conversations with both the product teams and customers. Throughout the project, they showed their expertise and professionalism by flexing to the needs of the teams, and engaging collaboratively with stakeholders at all levels, and ultimately providing clear and actionable product and design recommendations.”
