Qualitative Research for Membership Community
PROBLEM
This is HCD community members are not active in the Circle community. The admins are unsure how to encourage members to participate in forums and discussions. The business goal is to increase the value of the community membership and the number of paid members.
CONTEXT
This is an HCD is a digital community for Human Centre Designers from around the globe. The community consists of
TOOLS
Interview Scenario Document,
Google Meet & AI note taker,
Miro,
Email.
MY ROLE
I was tasked to do interviews, help with recruitment, and analyse findings.
GOALS
To learn what members are really looking for in a community and how their needs can be met by community content.
INTERVIEW
I interviewed 6 professionals, 5 of whom matched the criteria of the target market. It was done online using Google Meet and Zoom.
PARTICIPANTS
Participants represented 4 countries and a combination of for-profit and non-profit sectors, with most having mid-level design expertise.
TOPICS:
Experience with the membership site and website
Needs, frustrations, likes, and habits outside this HCD environment
Motivation to join the community
Reasons for staying
Triggers for leaving
Factors that would create an instant yes to remain
“I'm not engaging in chats as well. Usually I don't. I think I'm a little afraid of judgment and people just being a little bit…”
“I was actively searching for community. Not just a physical community, but experienced practitioners, experienced people, people who could be peers and advisors”
Participant 1
Participant 2
Participant 3
Participant 4
Participant 5
Ineligible Interview
Reviewing & Organizing
Grouping
Regrouping
Summarising findings
Solutions
Affinity Mapping
Over 25 finding are grouped into following
Proposed solutions
Impact: some of the admin assumptions and concerns were validated with the research
Next steps: test these hypotheses and solutions and perform the quantitative research to gather more insights and a bigger picture.