Innovate The Innerwork Center
Role UI/UX Research and Designer
Project Type Website Redesign, Case Study
Tools Figma, Google Forms
Project Overview:
The Innerwork Center is is a nonprofit organization located in Richmond, Virginia. The Innerwork Center is dedicated to promoting personal growth, well-being, and mindfulness practices. It provides a wide range of programs, workshops, and resources to help individuals explore and cultivate their inner well-being.
Project Brief:
This project served as my capstone deliverable for my Product Innovation Certificate in the spring of 2023. I helped a cross-disciplinary team of five to conduct research, identify customer needs, competitive landscape, industry trends and website audit.
Background
Members are unsure which membership tier will provide them with the most value.
Members have a lack of awareness surrounding membership.
Members are confused about the difference between having a membership Vs. attending individual classes.
Members are unaware of the complete product offerings of IWC.
“Their Memberships dropped and current members don’t really take advantage of the current community discounts that are offered with the membership package. It’s also hard to keep track of what members are using or not. We need a system in place for tracking and a user-friendly way for our vendors to track and also promote.”
What Problem am I trying to solve
Initial problem discovery
Problem Statement
How might we communicate with and cater to the target audience of The Innerwork Center in an effort to build brand awareness?
Whos Problem am I solving
Persona: Work/Life Worrier
Wants/Needs
• Help discerning what they want/need
• Membership: A membership tailored to either them personally or their family
Couple Membership
Parent Membership
Family Activities
Individuals (a la carte): Less attractive – want direction
Barrier
•Time
• Organized assistance: they are in a “try anything/everything” approach but it feels self-driven
From digital eye strain to bad posture to quiet quitting to meditation…nebulously untethered concept
Subtype Worry for Family Worriers:
Can’t put themselves first / selfish worry
What could help us all? How can I help them if I can’t help myself?
Tech
Has “tried” apps
Has a dozen unused apps on their phone
Are constantly peddled apps by ads
Open to anything but tech usually = expensive
The cost of price
The cost of time to see any actual change
Kate Robinson:
“Might be nice to have more "Intro to" one-hour sessions that could introduce a topic so that someone could decide whether to sign up for a multi-day/longer series.”
Job Title: Human Resources Manager
Age: 49 years Old
Location: Richmond, VA
Goal: Personal growth, Maintain mental health
Frustrations/Pain Points: Work-life balance
Wants/Needs: Direction, assistance with discerning what she needs, interested in tailored membership programs
Black-Americans
Goals & Practices: Improving health, understanding of mental health
Speak out about mental health
PRACTICE: Yoga and Meditation
IWC Product Needs: Mindfulness-Meditation Retreat
Kate Robinson
Goals & Practices: Maintain Mental Health
Prioritize sound mind and body
PRACTICE: Meditation, Yoga, and Breathe Work
IWC Product Needs: Sound bath
LGBTQ
Goals & Practices: Improving Mental Health and Physical health
PRACTICE: Yoga and Meditation
IWC Product Needs: Mindful connection to nature
Similarities: All of these audiences are Work-Life Worriers!
Research and Explanation
Methods: Business Analysis, Internal Research, External Research
Amplifying their Messaging Strategy:
Goal was to redesign their value proposition to create a better environment for the members.
Ux Research Process 01
Ux Research Process 02
This research led us to introducing the new redesigned membership tier list, drop-in groups , and a redesigned calendar list
“Lacks clarity about its desired impact on the community whether that is RVA or something else; too scattered”
Amplifying their member strategy:
Goal was to revise their tier model pricing to acquire new members, Providing value to members, and Innovation!
Acquiring new members:
Nonprofits with the most growth in the past year primarily use content marketing lead generations (85% email, 62% social media)
Providing value to members
•There is a huge correlation between a strong value proposition and the likelihood of an increase in membership
•88% of buyers claim they will pay money for a better member experience
To develop and design pricing, website, and marketing strategies for existing services, taking into account market trends, competitive pricing, and customer value perception. As a the UX Member implementing features like a user-friendly digital library, calendar, and membership tier model was part of my goal.
Goal
Prototype
Resource Library
Calendar
Membership Tier List
Lessons and Final Thoughts
What I Learned…
UX design and research has become second nature to me. I find fulfillment in the whole design and research process, allowing me to understand and empathize with user all while creating a magnificent product.
Research can get rigorous and is ultimately time consuming but I enjoy the whole problem solving phase in order to get to the final product.
If I had more time I would conduct more interviews, usability test, and dig deeper into understanding the users.
Research Takeaway
Future Considerations