Insight Money Master Community
From Online Class to Member Experience
Overview
Our client tasked us with exploring design solutions that would enable them to turn a six-week financial literacy class for women in the arts into an ongoing subscription-based business.
Role: I co-designed on a team of two UX designers: with a particular focus on research, strategy, and ideation
Duration: 14-day sprint
Challenge
Turn the Insight Money Master Class from a one-time, six-week financial class into an ongoing community experience
Grow the business by transitioning to a subscription-based payment model
Goals
Create long-term value for users by enabling them to improve their financial lives
Extend user engagement and success by building a sustainable ongoing community
Mission
Educate. Empower. Build community.
Use the power of education and the support of community to empower women in the arts to take ownership and agency over their financial well-being and live their lives with greater confidence, independence and freedom.
Solution
Service. Membership. Cohesive experience.
A service strategy that focuses on the membership experience as its central organizing principle and communicates its value at every touchpoint: from onboarding, through the class experience, and into ongoing community engagement.
Enabled by the Insight Money Master Community (IMMC) member portal that centralizes online access to all the platforms, features and benefits available to members.
Journey
From the initial kickoff meeting with our client, we knew that this would be a special opportunity to help people that were struggling financially by balancing an empathetic understanding of their needs with Insight’s business goals and unique mission.
Process
We began with a broad-based analysis of online financial and educational tools
We then used interviews, surveys, and contextual inquiry to develop an understanding of the business and its users
Next, we employed UX methods of synthesis and ideation such as affinity maps, empathy diagrams, design studio, user flow scenarios, and paper prototyping to define our problem and conceptualize our solution
In addition, we used the strategic business analysis techniques of service design, concept mapping and the business model canvas to develop a detailed analysis of Insight’s core value proposition and how it could thrive as a membership service model
Business Analysis
Concept Model
A Multi-touchpoint Ecosystem
By visually representing the organizational complexity of the business, we were able to envision all the ways that the member portal could enable a more cohesive user experience.
Business Model Canvass
In reimagining the value proposition and revenue model, we wanted to enable our client to envision their key activities, and align their pricing.
Design Studio Storyboards
Paper Prototypes
Archetypes
Understanding our members.
After conducting over seven hours of interviews and contextual inquiry and reviewing two years of survey data, we brought in our client to participate in empathy mapping and affinity diagraming exercises.
Using these methods, we developed deeply empathetic models of our users and their goals that we could use to guide our design decisions.
Member Experience Model
To illustrate the key touchpoints for members, we created a service design blueprint that focuses on the first few months of membership, concentrating on the transition from an online class to a community. In this model, we look at how internal structures support its adoption and frontstage interactions communicate its value. The experience strategy forefronts the communication of membership value at every touchpoint.
Solution
The IMMC Member Portal
Making the membership model and the online presence a reflective and cohesive experience
IMMC member portal brings together all the membership benefits:
6-week class to learn the Insight Money Master Curriculum©️
1:1 initial financial diagnostic Zoom meeting
Ongoing access to best-in-class financial tracking software
Access to private online community
Regular live online discussions facilitated by CFPs and ambassadors
Continued access to class materials, suited for self-paced learning
