Taproot offers a membership product to companies and foundations which allows them to create a customized pro bono experience for their people reflective of their brand, expertise and commitment to social impact.
In 2020, demand for corporate memberships spiked, which led to an unexpected need to invest in implementation and an audit to improve the memberships experience.
Recognizing the urgency of the situation, I gained team buy-in to prioritize our membership product in the roadmap in an effort to capitalize on an opportunity to maximize our chances of partner renewals.
Our team’s UX Designer and I conducted qualitative interviews with several colleagues across the organization with key roles in the memberships experience.
The problem statements guiding our research included:
How might we improve the memberships experience todrive partner satisfaction and renewal?
How might we drive membership stakeholder activation and engagement with the marketplace?
This discovery phase enabled us to understand the internal and external friction points, whether it was a passing comment from a client or a specific task our success managers struggled with. I tagged the issues surfaced from high to low priority, with recurring themes and those that impacted the client experience as the most pressing.
Recognizing the greatest pain point for all stakeholders was engagement, I connected with a member of our Marketing & Communications team, and together we determined that the lowest-lift next step would be to modify existing nurture emails that were never implemented to pilot for the memberships product. With the content they shared and a new email template design from our UX Designer, I pulled together a brand new welcome series tailored for each new client. I also created an internal Teams channel that includes colleagues across teams and created new processes, as well as alignment on prioritization and timelines for memberships bugs and customization requests.
This work has led to increased activation and engagement from membership stakeholders, as well as improved their understanding of how to get started and the value of pro bono engagements. It has also allowed our teams to use email tracking to better understand user conversions. Our cross-team communication and collaboration has improved significantly so we are able to focus on delivering exceptional customer service to our membership clients.
