community partnerships for generation connect
project overview
Context: Generation Connect connects seniors with teens who help them use technology and accomplish a range of other tasks.
Objective: Creating community partnerships that will attract investment.
Role: UX Researcher
Duration: 2 weeks
Tools: Google Forms, Microsoft Office Suite
the referral form
While my team members were focusing on meeting the needs of the primary users of Generation Connect, teens and seniors, I focused on an equally important user group, local youth groups who could potentially work with the start-up. This user group is especially important for attracting start-up investment.
The site had a referral form that is not functional, and I hypothesized that using a simple Google form to collect information from potential partners would be an effective method for building partnerships prior to investment.
I began by researching local youth organizations and doing outreach on behalf of Generation Connect. I talked to representatives from four different groups, two based in Los Angeles and two in the Bay Area.
here’s what youth organizations said:
Two out of four organizations currently run programs that serve teens and community members over the age of 50, while the other two focus on youth advocacy projects. All four of the organizations emphasize civic engagement and social justice.
how might generation connect serve the community better?
The most important takeaway from these interviews is that not-for-profit organizations will enter into partnerships only if a potential partner shares their specific goals.
Potential partners and Generation Connect do share a common goal of civic responsibility.
Generation Connect already serves the community by creating intergenerational interaction, mentorship opportunities, and outlets for volunteer work. My recommendation for brand strategy is to develop additional programming and specific services that will appeal to potential partners.
usability and accessibility
During usability testing, I asked organizations to tell me what else they would need to sign up, and whether they saw any barriers to accessibility on the current site.
key areas for improvement
Information
Adding more pictures and videos, including social media links.
Adding next steps to the referral form.
Providing a list of specific services for seniors.
Focusing on virtual services to avoid liability.
Making clear how teens are compensated for their work.
Inclusivity
Generational differences, such as older adults suffering from memory loss.
Cultural values.
Language barriers, particularly within immigrant communities.
Socio-economic differences between lower-income and affluent areas.
The “Digital Divide”
Making the site more usable for seniors who lack digital know-how.
Emphasizing IT support from teens.
redesign
My teammates created a high-fidelity wireframe that includes a section for “Apply to be a partner”. This button links to a Google form that replaces the faulty inline form. Until GC attracts more investment, functionality is more important for their site than visual design.
With the new form, partners have the opportunity to share 1-2 sentences about their objectives and how GC can help achieve their criteria.
Lastly, a friendly message at the end reiterates that GC is excited to work with partners and what to anticipate next.
after investment
Generation Connect would continue outreach to community organizations, including ones that serve older adults.
Usability testing would be conducted specifically for adults 65+ to address the “digital divide”.
We would improve site content, i.e. messaging, around generational, cultural, linguistic, and socio-economic differences.