The AIGA Research Project by Ziba, Part 6: The Final Winnowing – Evaluate, Evaluate, Evaluate
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How To (How To): The AIGA Research Project by Ziba
Part 1 · Part 2 · Part 3 · Part 4 · Part 5 · Part 6
Today’s installment investigates how Ziba tested AIGA‘s crowdsourced ideas for moving their organization forward. These ideas had some good momentum already, because all the learnings from Project Medusa were applied to elicit them, but which were the best and the most actionable? Considering a range of hypotheticals systematically—to say nothing of dispassionately—isn’t easy for a group, but it’s necessary, to solidify goals. We pulled another tool from our kit to make the job easier.
The Consumer Journey
Look sharp, here comes a metaphor: Imagine AIGA’s entire membership experience is a net. The horizontal strands are specific touchpoints—website, events, mailings, meetups, anything and everything you can interact with. The vertical strands are specific moments in an individual’s journey with the organization, from first hearing about it, to joining, on through renewing membership, participating or donating time and services. Still with us? The net is a version of the consumer journey, a powerful visualization tool. We can experiment with passing individuals and chapters—even AIGA as a whole—through it. As test subjects hit our customized consumer journey matrix, where do they stick? Which strands crossing frame what makes membership special or rewarding? Where are the big holes, which can indicate where something’s missing?
The net calls attention to where and when the most valuable moments happen, which allows AIGA to prioritize changes to the membership experience with the greatest impact. By focusing in on the most meaningful strands, AIGA can create new initiatives, events, or even policies, giving members what they want, just when they want it. Ideas from the leadership workshop can be passed through the consumer journey net as well, to see which strands they get caught up in. This makes it easier to choose when to invest more and when something can safely be pruned away or abandoned altogether.
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