Kappa Alpha Theta
A strategy to help set up young alumnae for financial success after graduation. Solutions included changes to the existing foundation website, a mobile app for alumnae to connect, and a post-graduation support group called Soaring Kite Society.
Addressing the alumnae journey after college.
ROLES
User Research
User testing
Mobile app design
Awareness
What are the organizational goals?
What are people saying?
What problem are we trying to solve?
We sent out an initial survey to hear insights around fraternity involvement that received 34 responses.
We also conducted in-person interviews with 40 people consisting of 10 current Greek women, 18 Greek alumnae, 2 Greek alumni, 10 non-Greek young professional women.
A focus group with college students at American University in Washington, DC.
Quotes from Kappa Alpha Theta members
“I cannot give money, but I would be willing to give my time.”
“…a new city, a new job, new friends, new responsibilities. You are spread so thin those first few years and with that it creates anxiety.”
“Approach should be to build real relationships and then ask us for money later.”
Interpretation
How do we make sense of what we've seen and collected?
After conducting interviews, we took our insights and affinity mapped them by theme. This allowed us to find common patterns around three main areas: giving, engagement, and membership.
We concluded that Kappa Alpha Theta needed to execute programs in order to better meet the needs of young alumnae post-college. Keeping this demographic engaged and empowered will compel them to give back to the organization that sets them up for success.
Affinity mapping interview responses
Mapping the user journey
We examined the young alumnae journey range from a senior in college to 10+ years out of undergrad. From this timeframe we created personas for three types of alumnae: Senior in college, 1-3 years post-graduation, and 4-10 years post-graduation.
We focused our solutions around Jenna’s struggles from the moment she rushes Kappa Alpha Theta to ten years later. She comes off a high of graduation and then enters a dramatic fall that might not pick up again for 5+ years. She also discovers along the way how important networking is for her career and desires mentorship. Kappa Alpha Theta has the opportunity to meet these needs for her in this vulnerable time.
Exploration
How might we consider the whole experience?
How might we address the pain points and opportunities?
As we set out to create solutions Kappa Alpha Theta, we also wanted to make sure we were thinking holistically. This resulted in a service ecosystem to help us see the possible touch points and to frame the fraternity as a service model.
After understanding the people and organization as a whole, we conducted a market comparison to see what other groups were doing successfully.
Market comparison insights
This comparison focused on 3 categories: Other Greek groups, foundations, and 24 outside companies (focused on engaging young people in addition to having high customer returns). We had three main takeaways that Kappa Alpha Theta could propose as features within service offerings:
Rewards system - Points incentivizing customers to return and a tiered membership program with increasing perks the more you pay
Events Platform - Events calendar organized by specific groups and event themes. Also would have the ability to check-in and rsvp.
Mentorship - 1:1 monthly check-ins for young alumnae to serve as a support system during a vulnerable time post-graduation.
We heard when testing the existing Theta platforms, “This doesn’t feel like this is for me”. So we conducted a Design Studio to see what we could ideate and potentially transform into a solution for our user’s needs.
This exercise resulted in an app we called Theta Connect.
Validation
What did we learn from the latest iteration?
In our strategy, we proposed that Theta seniors get introduced to the Theta Connect app before graduation. This ensures once students graduate, they can plug into local alumnae groups and events.
We asked 5 people to RSVP to a Theta event on a paper prototype as one of us swapped screens when yellow hot spots were selected.
An early prototype of Theta Connect in Sketch.
Theta Connect hi-fidelity prototype built in Sketch and InVision.
Reflection
With our proposed solutions, college Thetas are informed early about alumnae offerings and the Theta Connect app. Personal networks are facilitated and continue to grow in new place. By the time alumnae are 4-10 years out of school, they are more established and willing to be a mentor and give back to the Kappa Alpha Theta Foundation.
For a full case study on this project, check out my Medium blog post.