Move by Meta
The grassroots organizers—people who are fighting for change at local, national, or international levels don’t have a tool to organize or manage their cause, communicate with volunteers, and do everything they need to reach their goals and achieve the cause they are fighting or working towards.
To comply with our NDA, we have omitted some details and confidential information in this case study. The project was launched publicly in March 2022.
Client — Meta
Location—San Francisco
What we did—Product Design, User Research, User Interviews, Journey Mapping, Sketching, Wireframing, Screen Flows, Visual Design, Interaction Design in partnership with Meta NPE Team
Brief
Our brief for the project was to create assistance for grassroots organizers to help them achieve their goals and keep things in motion when they are juggling between studies, jobs and volunteer work. These organizers are responsible for organizing black lives matter, food for homeless in SF, and Freedom for all LGBTQ movements. So imagine the impact you can make by just helping these organizers.
Our Role
We were responsible for envisioning a product that would help the change makers achieve their cause and fight for what they believe in.
It was a perfect ‘I have a dream’ kind of project where, we were tasked to help enable that dream, almost as if we were part of that dream.
Background
As of now, there is no specific product designed for organizers and volunteers to manage their projects, timelines, and initiatives. They are currently using a variety of tools such as Slack, Sheets, Notion, Asana, documents, WhatsApp groups, and messenger to do so.
Additionally, these organizers and volunteers are students who are juggling their responsibilities with their studies, part-time jobs, and personal lives.
Kick Off
With pre-existing insights we partnered with our Researchers to understand the goals, motivations, pain points of the grassroot organizers further in depth. We also partnered with these organisers and brought them on team as advisors to guide us everyday on each step.
Key Problems
Zero Accountability
There are a lot of times volunteers wouldn’t complete their task or what they volunteered for.
Countless Follow Ups
In order to keep track organizers have to continuously follow up with the volunteers.
Feels like job
It creates a job culture, which ends up taking away from the actually purpose of the impact
Key Drivers
Accountability
Reduce Flake Rate and make it a thing of past.
Save Time & Automate Work
Help organize and automate work to save # of hours in week.
Make impact
Create the most transparent and effective way to mobilize your followers.
Understanding the visual landscape for the target audience
Our main design goal was to make it functional and usable for the Gen Z / Baby boomers / Young Adults who don’t want the product to look like any other “work” app. We wanted to cater to this fun yet functional approach. Hence researching on their behavior and unpacking their visual world became crucial to this project. The following research was provided by Meta which uncovered some interesting aspects and provided direction for the moodboard for the app.
The research helped us build a few moodboards for the product look and feel and how to make feel casual for the social media generation. We went ahead with the following moodboard based on the strong personalities of the organizers who were our source of inspiration throughout the project plus the research provided by Meta unveiling the stylistic choices of our target audience.
App Vision
After gathering the insights from multiple user advisor sessions, we observed some common pain points and opportunities where we can add value. We worked on an App vision deck which addressed all the pain points.
After gathering the insights from the users through multiple sessions, we shared with them a vision deck that emcompasses a lot of features we proposed to help them organise several initiatives within their organizations.
We carefully weave elements of delight through out the experience to keep the user engaged. One of the features that we introduced and are proud of is the Hye bear.
Say hello to Hype Bear
The research helped us find that there is a need for an entity or assistance that can help the organizer do their work like following up with the volunteers and making sure work is getting done, if not, how can we redelegate, without an organizer to be worried about it?
We created a bot that will help create a positive culture between the organizers and the volunteers, keep people on track for their tasks, ask for updates, offer help, and encourage them to help them tie back to the larger impact.
We carefully choose positive messages that nudge the user to finish the task.
We presented our ideas to our advisors and gathered their feedback. They absolutely love the Hype Bear, which was a huge win for us.
Some positive and negative feedback…
Some prominent feedback we got was on statuses, so we carefully choose our words to help motivate people. We added animations that can bring delight or a sense of accomplishment. We also got negative feedback on the progress bar styles we experimented with. The bear arm looks like a black person being forced to be white or vice versa.
We took all of the feedback and worked on Task Creation till Completion flow. This is the most crucial flow, and the sucess of this flow will define the success of the product we are trying to build. We tested the prototype again with the advisors and based on their positive feedback we planned to build it, and launched it as MVP to test with 10 organisations.
For the initial MVP to work, we needed to figure out the volunteer flow, where they would sign up for tasks. Where they will even find these initiatives. So We designed the experience for volunteers to sign up for the tasks.
In March 2022, Meta launched the app that targeted an even larger audience. We were glad to be part of an amazing product and team!
We worked on a sprint schedule where we were brainstorming on Mondays, worked with advisors on Tuesdays, and worked on prototypes on Wednesdays and Thursdays. And shared those prototypes with users on Fridays and if this is good we pass it off to the engineering team. The team aggressively tested ideas, after our involvement and launched a task app for group organizers with ‘Organisers’ being the core of the app.
