UX RESEARCH
UX RESEARCH // IDEATION // CONTENT STRATEGY
TIMEFRAME
2 Weeks Research Plan
3 Weeks Research Implementation
2 Weeks Synthesis & Analysis
1 Week Research Pitch Deck
MY ROLE
Product Strategy
User Researcher
TOOLS
Figma
Illustrator
MIRO
MENTOR
Stevie De La Cruz
STATEMENT
PROBLEM
The University of Florida Digital Worlds has a desire for Alumni to give back to the current student population, through mentorship or other contributions.
A set of project goals emerged from the kick-off workshop with our stakeholder.
James Oliveira, the Founder and Executive Director of the Digital Worlds Institute at the University of Florida, to determine the goals of the Alumni program, metrics, and KPIs prior to interviewing the target audience.
GOALS
RESEARCH
Most notably, a coordinated program that would garner alumni interest across different graduating classes to give back to the Digital Worlds is needed.
With over 2000 alumni graduating since 2003, our recruitment for the target audience utilized surveys for students, alumni, faculty, and interview questions that focused on their enthusiasm for reconnecting with Digital Worlds, their experiences with alumni engagement and outreach, and what future methods of alumni relations they would be interested in.
Enfranchise to keep alumni involved.
Create different messages across “Eras”.
Create opportunities to have students see alumni as a resource.
Connect alumni to give back and connect to existing students.
Focus AI on the fabric of the university to foresee student-alumni activities.
More collaboration on projects.
RESEARCH
APPROACH SUMMARY
First I had to understand the differences across “eras” to establish a sustainable alumni community.
Understanding the differences across “eras” would help further James Olivera’s goals for integrating AI, augmented reality, and gaming while supporting current students to become engaged with alumni. The UX research began with a proposal then followed by research and SWOT analysis.
ONE PAGER
PROPOSAL SUMMARY
I have identified primary issues and organized related to topics into a single page - comprehensive strategy.
In summary, the duration of the 8 week ux research, comprised of sorting a confluence of issues that have caused a decrease in alumni participation at Digital Worlds, and competitive alumni programs have endured post COVID 19 restrictions.
/ RESEARCH PARTICIPANTS
STRATEGY
RECRUITMENT
Various “eras” or cohorts were surveyed and interviewed.
With the help of Digital Worlds, I was able to reach out to student groups and on Discord channels, and alumni across the various “Eras” or cohorts to conduct surveys and schedule interviews.
/ FINDINGS & RECOMMENDATIONS
RECRUITMENT
STRATEGY RESULTS
Online Survey:
Number of Participants: 24
Virtual Interviews:
Number of Participants: 14
Men: 3
Women: 10
Other: 1
Alumni: 10
Students: 4
Staff: 1
The results from survey and interviews revealed that most Alumni and current students were not aware of events while most would have liked to participate if there were aware.
/ EMPATHATHIZE
I designed three user personas that represent the range of Alumni and Student targets: Early Cohort, Recent Grad, and Current Student .
Personas
Persona One represents the early cohort of users that are typically well into their careers and have more experience and financial resources but have limited time between personal and career priorities.
Persona Two represents a Recent Grad that predominately has newly entered into a career, and/or is currently looking for a job, and has more available time.
Persona Three is a Current Student that is about to graduate and is feeling the pressure of balancing time between finding a job and getting the most out of their educational experience.
Pain Points
/ INSIGHTS
KEY INSIGHT POVs
WOULD LIKE OPPORTUNITIES FOR COLLABORATION
“ MAYBE THERE IS A FACILITY THAT WE CAN PARTNER WITH AND WALK-THROUGH MODELLING USING THE CAVE ENVIRONMENT WITH OUR ARCHITECTURE CLIENTS.”
- ALUMNI CLASS OF 2001
KEY INSIGHT POVs
LACK OF COMMUNICATION BETWEEN COHORTS
“ THE MAJORITY OF STUDENTS CONNECT THROUGH DISCORD BUT A LOT OF THE CHANNELS ARE CLOSED OFF.”
- ALUMNI CLASS OF 2019
NEED MORE CAREER ASSISTANCE AND GUIDANCE
KEY INSIGHT POVs
“ I’M HAPPY WITH WHAT I AM LEARNING BUT IT IS NOT ENOUGH TO GET INTO THE INDUSTRY. ”
- CLASS OF 2023
KEY INSIGHT POVs
“ WHENEVER I DON'T KNOW HOW TO DO ANYTHING, I'LL JUST LOOK IT UP OR ASK A CLASSMATE ON DISCORD.”
- CLASS OF 2023
FEW PLACES TO FIND DIRECTLY RELATED COURSE HELP
HOW MIGHT WE -
Improve communication to enable Alumni to collaborate between themselves and current students to build relationships, participate in educational resources, and advance career opportunities?
RESEARCH RESULTS
OVERARCHING THEMES & RECOMMENDATIONS
The 4C of Alumni engagement seeks to understand the differences across “eras” to foster A sustainable alumni community supports current students to become engaged Alumni.
4C
To achieve this effort, a focus on the primary issues can garner more participation in programming and incentivize alumni to “give back” to current students. Through personalized communication that connects students and alumni and other communities, an integrated programming that supports career advancement, current, and continued education especially in AI and augment reality, and opportunities for more collaboration across “eras” garners Alumni, Student needs and client goals.
APPROACH
RECOMMENDATIONS
A year long project or venture that entails a product or service at the end of the year would help students connect with alumni, add career experience, and help to foster a culture of “giving back”.
Based on alumni and student interviews, coordinating a collaborative year-long project or venture that involves students and alumni is hailed as desirable and would garner significant interest due to the ability to address several pain points of communication, academic advancement, and career development, between students and alumni.
APPROACH
RECOMMENDATIONS
BEFORE:
The existing Digital World’s Alumni online presence does not encourage Alumni to “give back” or incentivize participation in events. Little communicating through most used alumni communication channels.
A focus on news stories and a lack of focus on interaction and connection may discourage alumni from accessing page to find information about upcoming events – which is not highlighted.
AFTER:
The User Dashboard personalizes the unique experience across “Eras” and centers communication channels such as social media and email, scheduling upcoming events, continued education resources, and student/alumni communication.
I proposed creating a unique space for individual alumni to create so that they can access and control the calendar which is the central main component on the dashboard page along with links to social media, profiles, and links to connect to students.
APPROACH
RECOMMENDATIONS
Utilize popular social media platforms such as Discord channels.
Student Ambassadors serve as liaison contact between existing students, alumni, and staff to help promote and communicate alumni-student outreach via social media accounts, on campus events, and email.
LIMITATIONS
RESEARCH
INTERVIEW RESPONSES
Connecting to current students was a challenge given the time of year when most students were preparing to return to campus, sign up for their semester courses, and overall preparation for the beginning of the school year.
SURVEY RESPONSES
Some of the surveys that were created were not connected to the students in the given time that we had to complete the research. However, we were able to overcome this challenge by combining our user interviews as a team and then working individually on the analysis and recommendation for the client, Digital Worlds.
TAKEAWAY
RESEARCH
WARM UP COLD CALLING
The start of interview process began as cold calling into different platforms and communities where alumni and students were located. However, as an initial step, contacting the client to provide communication channels would have been easier. The users that were contacted were very open about their experience and it was a great opportunity to learn how to cold call, even though other methods could’ve saved time.