Live Yes Quiz
LEAD GENERATION
The Live Yes! Arthritis Network was created by the Arthritis Foundation to facilitate personal and online connections between people who are affected by arthritis and empower them to live their best life.
With so many ways to get involved with the Arthritis Foundation, it can be overwhelming to figure out where to begin and how make the biggest impact. This project was initiated to help users identify their strengths so we can learn how to better engage them in the fight to conquer arthritis.
RESPONSIBILITIES
Strategy, User Experience, Visual Design, User Testing, Developer Management, Marketing Automation
How do we break through the noise to get the attention of busy decision makers to generate quality leads and help them engage further with the organization?
Where We Started
Stakeholders provided a handful of questions tailored to categorize users by their activities and preferences and determine how they could most comfortably support the foundation.
Strategy and Concept
We proposed using a personality quiz model, as a subtle way of allowing users to self identify. Using whimsical design and questions that are fun and conversational, we made the activity very approachable. We used questions like “If you were stranded on a desert island, what would you bring?” “What TV/movie character are you?” “What would your superpower be?” and catered the answers to fit with our volunteer categories.
Understanding the Users
Using our social media audience insights, survey and interview data, we created these initial personas to guide our decision making for the first iteration. They provide a healthy cross-section between new and returning supporters.
From Direct to Conversational
The client had been sending a survey with ten straight-forward questions asking users about activities they participated in, frequency of participation and how arthritis affected them. User feedback showed that many felt apprehensive about the personal nature of the questions and could see no benefit in answering. The drop-off rate was over 80%.
Using a personality quiz model, we made the questions fun and conversational. “If you were stranded on a desert island, what would you bring?” “What TV/movie character are you?” “What would your superpower be?” By using more light-hearted questions, users began to feel comfortable self-identifying. As a result, we reduced user anxiety and increased completion rate by 250%.
Form, Function, and Feel
We crafted a whimsical design with light-hearted and conversational questions, making the quiz approachable and fun. A simple responsive design made it easy to use on any device.
Finding Your Strengths
Six personality types corresponding to organizational initiatives place users into categories that best suit their engagement personality. Emails containing additional calls to action were built out for each category.
Born Leader (Volunteer)
Great at bringing people together, likely to volunteer and lead committees
Futurist (Scientific Discovery)
Passionate about scientific discovery and looking for a cure, likely to contribute to research
JA Warrior (Juvenile Arthritis)
Cares about children, is possibly a parent of a child with arthritis, likely to engage with JA family events
Optimist (Advocate)
Sees the potential for change and isn’t afraid to fight for it, likely to advocate for legislative change
Party Planner (Fundraiser)
Has lots of connections and is eager to jump into action, likely to persuade others to support a cause
Socialite (Support Network)
Very social and likes connecting with others to learn from their experiences and share their own, likely to interact on forums and social media
Convert and Automate
Once the users get their results, they were placed into an automated nurture campaign to get involved. Knowing that asking for too much information can reduce conversions, we asked for the minimum needed to customize engagement opportunities.
