Service design and strategic design tweaks

Service design mapping and flow charts identify small strategic changes that might have big impacts. My blend of skills in word and design help get these smaller projects further along, faster.

1. Strategic changes to the on-boarding and log-in process

Before they can volunteer new users at New York Cares must create an account, take training, and provide a few strategic bits of information. Over time this process had accumulated extra steps which created friction, particularly on mobile devices.

The introduction of an asynchronous on-demand training into this flow created an opportunity to adjust elements of the process. This training replaced in person training.

Edits to the flow:

• Elimination of non-essential  questions

• Divided the on boarding process into chunks.

  • 1. Create an account
  • 2. Training
  • 3  Additional essential questions)

• In each step  content was re-organized in contextual chunks

• Context as to why the organization requires personal information like birth date, emergency contact, and legal history.

An example: create account/sign in modal

• Modified the design of the form to encourage rapid scanning

• Redesigned the modal to clarify the difference between log in and account creation.


Results of edits to modified flow and content edits

These small adjustments had a big impact. On the volunteer information form:

• Exit rates on all devices declined from 13-14% to 6%.

• Exit rates on mobile devices declined from 19% to 8.5%.

• Average time on the page was reduced by 50%


2.  Service diagram of data flow


 New York Cares recently pivoted how it identifies and addresses community needs. This change in strategy was accompanied by an organizational restructure. The changes created opportunity to improve data flow.

Details of documentation lanes

Above: The organization currently uses: Salesforce (data managment), Asana (project management), and OneDrive (document storage). Traditionally data had been organized by department, creating information silos.  This diagram shows where a gap in information will emerge after the reorganization.

Below: We proposed adding a Salesforce record  to close the gap holistically.

3. Using a flow chart to shape project management

This road map diagram tracks the steps leading up to an annual event hosted by New York Cares. The  visualization helped align stakeholders on the digital process and a range of individual tasks. The diagram:

• Shaped project management steps

• Helped define where on the website the virtual gala would appear

• Revealed dead ends in navigation

 4. A new on boarding flow for dedicated training

Volunteers who lead teams of other volunteers need additional training. Traditionally the training is in person. This service diagram shows the incorporation of an asynchronous on-demand training into a new team leader’s onboarding flow.

 5.  Retiring a widget to make room for valuable content

The widget 'gamified' goal setting for volunteers. The problem was that 95% of  users never uses it despite its prominence on the homepage.

Those did use it were unlikely to ever reset their goals,  which created unfortunate misalignments.

Retiring the widget made space for more substantive content on the page.