Taproot Plus Sessions: Problem Definition
Prioritization, New Features, Marketing
Overview
One of the key benefits of Taproot Plus, a two sided marketplace, is that it enables nonprofits to easily connect with skilled pro bono professionals in an area of need via single, one-hour calls called Sessions.
The Problem
Taproot’s nonprofit users typically have limited resources and Sessions allow them to access quick support. However, I identified that this core experience on the platform was not gaining traction and advocated for its prioritization in the roadmap.
Process
I asked our product team of six to compile existing problems from customer support feedback, behavioral data and user interviews. The goal was to elicit diverse sources of information to inform our collective understanding of the issues.
Several problem statements emerged from this exercise:
- How might we rebuild the Sessions experience to drive nonprofit engagement and satisfaction?
- How might we lower the barriers for nonprofit users while posting a Session to the marketplace?
- How might we improve communication to inform new users’ understanding of Sessions?
The project was time-sensitive as it directly impacted thousands of users’ experience daily. I tagged the issues surfaced from high to low priority, with those that impacted user task success as the most pressing. With input from our UX Designer and the team, I proposed solutions and action items to validate our ideas.
The Solution
I identified where each item would fit into our current workflows for efficiency – including where I could easily execute or where more design was needed – and created user flows and stories for our developers. With support from Marketing & Communications, we implemented a guided tour that clearly conveys to nonprofits how to leverage Sessions and their value.
Outcomes
This project has led to a more seamless, intuitive experience for nonprofit users, improving their understanding of Sessions and reducing the time it takes to post a Session to the marketplace. It has also minimized the volume of tickets our Support team receives while improving nonprofit engagement and satisfaction with Sessions.
