Customer experience strategy
Project design lead + senior product designer
Updated customer journey
Increase in key firm acquisitions
Enhanced news products
UX
Product
News and Analysis
Sales
Marketing
Executive team
Weekly report outs to the CEO
When first added to this project there were a number of challenges that presented themself.
The first thing we did was sit down with stakeholders to understand the existing research and to document the customer journey for our newsletters. At this point it became very clear that there were a number of things broken in the process that we needed to fix to funnel people through all the steps from awareness to advocacy.
The first problem was that that the sign up process for newsletters was almost non existent on our product and was very confusing to set up and use. The second problem was that without a paid license there was little to no way for potential customers to try our news for a limited time or get any type of free service. Lastly after clicking through to the news article on Bloomberg Law news we were doing little to promote additional content or continue the users journey into the main Bloomberg Law Product.
The first thing we did was sit down with stakeholders to understand the existing research and to document the customer journey for our newsletters. At this point it became very clear that there were a number of things broken in the process that we needed to fix to funnel people through all the steps from awareness to acquisition.
A full response suite of advocacy, email, and donation forms powered by a CRM and seamlessly integrate into Amnesty International's new website. Conversion rates on the donation form increased by 72% after implementation of a multistep donation form. Sustainer monthly donations increased by 31%.