Nilacala Ward - Management Leadership for Tomorrow- MLTx

About: This academic group project made ties with an existing organization, Management Leadership for Tomorrow. MLT is a nonprofit organization that works to provide opportunities that help people of color to realize their full potential of leadership in the corporate world.

Problem: MLT came to us asking for proposals on how to increase engagement among their over 10,000 Program Alumni. We decided to focus on designing improvements to MLT's exclusive networking platform, MLTx, which has the potential to become a valuable networking tool for MLT's alumni.

Event Posters

Insights: MLT currently facilitates connections for its alumni all over the internet, but there is no one central hub to bring all information together and provide seamless communication. The alumni section of the website hides completely behind a log in wall, which often stops users in their tracks. MLT also has a private network called MLTx, but it is not an attractive resource to its alumni, and usage of & engagement with the platform is minimal (only 41% of MLT alumni are even registered).

Current Alumni Engagement Graphic

MLTx Alumni Engagement Goals Graphic

Solution: To draw alumni to MLTx: Using content on other social media platforms to lead users to MLTx.

To rethink how MLTx is used: easy interactivity; simplify event signups and information dissemination; incorporate into live events as a seamless networking tool; use for content sharing and continuing education; and offer perks and discounts to keep alumni coming back to the platform.

New Tagline: "Expand Your Network with MLTx"

Mockups: Event posters would encourage users to share content on MLTx, and use MLTx as a networking tool. The proposed MLTx app would list upcoming alumni events in the user's area; an event page with information about the event (date/time/location/details), who is attending the event (with quick links to their profiles for easy connection); and a prompt to share a recorded story for use on social media marketing. Once at the event, alumni could easily and instantly connect with new acquaintances via the MLTx app by using the digital ID with a QR code to scan (in lieu of traditional business cards).

Event posters with QR code to boost engagement and content sharing

Event poster to encourage MLTx usage for easy connection at events

Proposed MLTx app & Digital ID with QR code

Process

Netnography: MLT has a strong online presence, and is active across all major social media networks. Some videos from events have gone viral and reached audiences outside of the the MLT base. The highest engagement is on posts spotlighting individual's stories and event highlights. The current landing page for MLTx has not photos or interactive elements, and all information is hidden behind a log in wall.

Secondary Research: Yielded key inspiration for design direction. Looking at the alumni pages for Stanford & UC Davis showed us the benefits of including photos and information pre-login. We researched the power of QR codes, and found that they are effective in driving interaction, so we thought about ways to incorporate them into the designs. We also saw the potential for user generated content to be used on existing social media account to lead people into engagement with MLTx.

Secondary Research

Stakeholder Interview: We interviewed Diaris Alexander, the Alumni Advancement Officer, and took away 3 key insights:

1. Need value & incentive for MLTx users: Even Diaris, who is a highly involved MLT alumni, has not updated her profile and does not have a reason to regularly use the platform.

2. Networking Barriers: It can be more difficult for new alumni to make the connections necessary for upward mobility- MLT should find way to facilitate seamless networking.

3. Meet alumni where they are at: Most people have limited lime, and MLT should find ways to make continued involvement easy- however they would like to be involved.

Stakeholder Interview

Initial User Journey

Initial Proposal: (Print) Postcard mailers with QR code; (Digital) Redesign of the MLTx landing page to include more information & perks; (Social) Create a social media user driven campaign to draw more alumni to MLTx.

Stakeholder Feedback

Feedback: Stakeholders liked the research on QR codes, and suggested using them at events as well. They wanted to help tell the stories of alumni to continue to grow the community, and were willing to incentivize certain behaviors to help build MLTx. They were hoping for a way to encourage people who are already on their phones to use their platform to network.

Revised User Journey

Informed Design: (Print) Postcard mailers inviting alumni to an event (with QR) & Event posters to take advantage of captive audience at events, bringing attendees to MLTx for continued networking. (Digital) Redesign MLTx landing page to include stories and events; propose additional useful features for MLTx- a list of attendees, easy event signups, seamless connection. (Social) User-driven campaign that uses incentives to encourage participation and draw alumni to MLTx.

Concept Development: For the event posters, I drew inspiration from the photo of the DAI alumni event, where people are interacting with the event poster and giving great content that can be used in the marketing of future events. In my sketch, I included a QR code, call to action, and an invitation to attendees to interact.

DAI Alumni photo inspiration

Event poster sketch

Event Posters

Inspiration for the MLTx app proposal came from the Spond App, which my masters sports team uses for communication. It gives clear information about the event , tells you about upcoming events, and you can see who will be there, which is a big motivator to attend. Another inspiration came from learning about digital alumni cards and first hand experience with the the QR code ID option in the Venmo app, which makes quick connection between people super easy with a quick scan for payment.