Opportunity: All projects benefit from a strong understanding of the user engagement funnel. Mapping motivations and needs can uncover the right solution for the right time. In this project, in addition to varied motivations of all users, our individual audience members progressed across a continuum from prospective teachers to entering the classroom, to teaching in their second year, to becoming seasoned teachers or professionals and leaders in varied sectors. We wanted to capture a representation across all stages in this continuum focused on the common theme of our audience wanting to deepen their personal commitment, impact, and leadership to the mission.
Solution: Diagram (above) mapping the arc against actions and needs at a given stage in a user’s progression across the continuum. We also drafted representative personas and a user journey map (not shared here).