Membership Onboarding Re-design (M.o.r.d.)
Role: Project Designer
Duration: 6 Months (April - September 2022)
Client/Partner: Cancer Support Organisation
Project Summary
The M.O.R.D. initiative stands as a decisive undertaking by a cancer support organisation in Singapore, aimed at a meticulous reevaluation of existing onboarding processes for new members.
Note: This project is confidential and information displayed is not the full extent of the project outcomes.
My Role
As a Project Designer, I contributed to the team effectively through Ethnographic research (7 virtual & in-person interviews, 1 observation session), facilitation of envisioning & co-creation workshops (2 sessions, 3 high impact stakeholder groups) and the delivery of a redesigned service blueprint integrated with recommended solutions.
Project Timeline
Over the course of 6 months, the team conducted 2 workshops, 15 interviews, and 2 on-site observation sessions.
Envisioning Workshop
Design Process
In this first workshop with the organisation, Stakeholder Mapping and Service Journey Mapping were covered. Our team was able to understand the different stakeholders involved, their roles and responsibilities. We also started the first draft of the service blueprint from the service journey map.
The Interviewees
Long-time Support Group Members, Committee Members
Past Committee Chairpersons, Organisation Staff
New Members (Cancer Patients & Survivors)
What wasn’t working?
The Informal Onboarding
Interviews revealed varied experiences during onboarding. Initiated by word-of-mouth, members encounter a gap between pre-registration and post-registration phases, lacking awareness of the organisation, entitlements, and contacts.
A lack of clarity regarding the organisation's structure and proceedings leads to a loss of identity among members. New members experience confusion without a clear confirmation of their official status within the organisation.
The Absence of Presence
Several interviewees expressed a lack of awareness about the organisation, often discovering it through self-initiated online searches or word of mouth. They expressed a desire for earlier knowledge, emphasising the potential significant support that could have provided during cancer treatment or even before.
The presence of this organisation was not advertised enough for non -members who have no friends or acquaintances affiliated with the organisation.
Pain Points (the TLDR):
I have difficulty logging into (online platform) to access the group.
We don’t read emails anymore.
After analysing all relevant information and drawing out insights, we mapped out the Current Service Blueprint, identifying the gaps between each stage. We made sure to corroborate the outcomes from the Envision Workshop with the information from interviews, then highlighted stages where pain points mentioned. After finalising the current Service blueprint, our team then looked into plausible solutions to incorporate into the Redesigned Service Blueprint.
The Next Steps
Using insights from our conversations with staff and members, we came up with ideas to tackle users' pain points while keeping it feasible for the organisation. We achieved this through a co-creation workshop where both members and staff collaborated on prioritising pain points and brainstorming for solutions.
What would work?
We created a total of 9 concepts (and this diagram).
OUTCOMES
The finalised concepts stem from insights and initial ideas developed during the co-creation session, which our team expanded upon. Aligned with the organisation's values, these concepts are designed to enhance the experiences of members within a supportive community for cancer patients and survivors.
Below are 3 highlighted concepts exemplifying the outcomes of ideation and co-creation that effectively address user needs, simultaneously aligning with the client's business objectives.
Concept 1: Membership Induction Kit
Theme: EmpathyOverview of concept plan:
Physical kit that would be delivered to new members
Instilling the sense of membership and involvement
First official touchpoint upon confirmation of membership
Goal:
To familiarise new members with the organisation, the people, and to provide a sense of identity.
How were these ideas conceived?
Members expressed that they were unsure of the next steps upon confirmation of their membership. They felt a gap between registration and finding out more information about the community and how they can be involved.
This concept creates an important milestone for new members to feel welcomed and gain a sense of their identity in a new community. It also empowers family and caregivers to be aware and in the loop of the support available, provided by the organisation.
Concept 2: Human Library
Theme: EMPOWERMENTOverview of concept plan:
Tapping into the diverse backgrounds of members to contribute their skills and share their journey
Allowing members to showcase their various specialisation or talents
Creating a safe-environment for members of public to learn from the organisation members
Goal:
To empower members to share, grow and learn with each other, showcase themselves, their talents, and their abilities.
How were these ideas conceived?
Members expressed they wanted to be seen apart from their cancer and diagnosis. Members' identities as cancer patients and survivors should only be one part of themselves, not their whole identity.
This concept provides collaborative learning opportunities, utilising members’ existing skills to encourage and inspire other members, and raise awareness and familiarity of each other as a community. It also empowers members to stay in touch with other local communities, raising awareness of cancer in Singapore.
Concept 3: All-in-One Platform
Theme: ENGAGEMENTOverview of concept plan:
A consolidated platform where everyone can access the most updated information
It includes engagement and interaction capabilities where it equips members accessibility to view, book, post and register for events as well as to partake in online activities such as voting
Goal:
To connect the community on a singular digital platform that is accessible and easy-to-use.
How were these ideas conceived?
Members expressed difficulties in communication on online platforms and messaging services. They highlighted the need for a clear and direct process as current mode of communications create duplicates that end up in their spam mail/chats.
This concept helps to create a formal and consistent system of communication, provide easy access to information of activities, and enable members and staff to conduct activities online (e.g. voting) which help quicken the decision making processes.
The Redesigned Service Blueprint
In the Redesigned Service Blueprint, the framework of community building has been adapted to anchor on the spurring of individual and community identity, which will improve the different user experiences and positively impact the structure of the organisation. The outcome is a membership experience that will grow members, retain them and ultimately create a self-sustaining structure to increase the number of members.
(confidential content, blurred image)
Team Members:
Azizah
Anthea
Jaylin
Joey
Julie
Lorena
Zen
If you would like to find out more about the outcome of the project, please contact me directly.