STRATEGIC DESIGN
Designing a service connecting millennials with the cause: AIRC
About | The Italian Association for Cancer Research (AIRC) is a non-profit organization founded in 1965. It funds research projects aimed at understanding cancer, developing treatments, and improving patient quality of life.
Brief | Strategy for Motivating people for Participating in their mission and make them an active Donor.
My Role
Team Management, User Research, Storytelling, MVP Ideation.
Timeline
3 weeks, Academic, Feb 2023
Team Member
Six Members with business, design and Marketing Background.
Tools Used
MS Office, Figma, Adobe Creative Suite, Miro
Research & Analysis
From Insights to Opportunities
Research Spectrum
Research focused on exploring four major aspects, assisting in identifying target users to conduct surveys and interviews for developing insights and opportunities.
Identifying Target User
Research and data analysis identified Millennials between the age group of 22 to 34 years were the least involved participants of AIRC community.
Converging Synthesis
Creating Personas & HMW Statement
Millennials: mapping personas
1. Understanding and recognizing extremes to understand different target group.
2. Mapping different personas to identify key target persona and define characters of early adopter.
3. Detailing out daily routine of the target user " The Healthy "
How Might We
Spread awareness about AIRC mission to the Millennials with Healthy lifestyle?
We Might
Use one daily routine of healthy millennials to educate and raise awareness about AIRC.
Strategy and Ideation
Solution Design and Creating User Engagement
" Design a service that establishes a personal connection with millennials, using daily routines and healthy living awareness as a bridge to make them engaged with the cause. "
MVP design and testing
Next steps and expanding target user
With testing and results, the next steps should focus on three factors :
Measure engagement | Diversification of services | Cut down cost per donor
After reaching out to the early adopters. The next steps for scaling the project needs to be directed towards the next user group.
Strategy for creating long-lasting engagement
Solution far a long lasting engagement should start from awareness to donation leading to longer retention of donors. This strategy builds trust as well as donor’s engagement with the cause to motivate them for donation.
Hypothesis 1
People would like to listen an expert about prevention and health.
Hypothesis 2
People would like to have a one to one session about healthy topics for free.
Hypothesis 3
Healthy millennials would donate through monthly online subscription.
Feedback & Suggestions
“A solid, well-articulated project, precise in its analysis, and excellent in the organization of the tools”
Prof. Massimo Randone
“Creative dimension of the solution could have been more articulated and developed with more time.”
Prof. Margherita Paleari
“Creative dimension of the solution could have been more articulated and developed with more time.”
Team AIRC
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