OutYouth offers folks of all sexual orientations and gender identities a place where they are loved, acknowledged, and accepted for exactly who they are. They needed an updated presence and were looking to extend Donor base and leverage content more effectively to tell their story better.

• Duration: 6 Weeks

• My Role: (Design & Research) Interviews (foundational/usability), Synthesis & Ideation of data

• Design: Mock wires, Insights and recommendations, journey map

• Tools: Sketch, Invision, Google Docs-Sheets

• Website: OutYouth

Project Goal

For 27 years, OutYouth has been a safe place for youth of all sexual orientations and gender identities to be themselves. After desk research and stakeholder interviews, we discussed four opportunities for the OutYouth Website.

• Extend the Donor Base

  Look for ways to broaden beyond the “gay dollar”

  Look for ways to streamline donor process

• Leverage Content More Effectively

  Tell our story through compelling video
  Find a way to easily store and access content assets

Speak their language. 

It is also an interesting political time in Texas regarding "bathroom bills" and the youth involved with OutYouth wanted a way to express themselves and share their beliefs with extended visible support.

I took a step back to see how similar organizations brought their mission to life. I explored community needs being addressed, noted channels of communication, as well as marketing, and donor access. I explored how different Social media campaigns (Facebook/instagram filters) acted as a way of showing support, conduct support as well as reach donors.

Donors and youth have their preferred channels of communication. We need to recognize the differences and have conversations where they are. With multiple audiences we need to consider the channels and messaging that are most relevant to each, including the youth being served, the donors who support them, and alumni who can help tell their story.

The online experience should feel as dynamic as the physical house, inviting participation and engagement.Recommended Outreach Strategy - be a part of the greater conversation and give them a reason to return.

During Research, I sat at the House and met some of the users, and workers. During our interviews we discussed their needs of OutYouth, channels of communication, as well as what created hesitation for services prior to reaching out to OutYouth (ex: will be parents find out).

While the current website does a great job of highlighting the kids who benefit from Out Youth, it could better encourage repeat visits. To start, I recommend a series of quick wins that bring dynamic elements to the forefront and make the navigation and donor forms super simple and intuitive.

Recommendations

1. Streamline current website navigation

2. Develop New Content Strategy for different user group communication channel /marketing needs

   • Alumni - Donors - Youth (Outreach)

3. Increased Outreach to addressed user safety needs

Streamline navigation & Focus functionality

Leverage NationBuilder templates to create a dynamic, content-rich entry point into the website. Redistribute current site pages into new categories to quickly guide different audiences to relevant content. Reduce the amount of underutilized website features to highlight informational, impactful, and actionable content

Extend to new audiences

Craft shareable, emotional stories that target parents, allies, and “straight money” to create mass social appeal

With changes comes the opportunity to measure new impact, we expect to see an increase in repeat visitors, page views, time on site and donation form conversion rate. We also recommend tracking top pages/content category performance which may in turn inform ongoing content planning and strategy. By tracking usage, we would be able to anticipate individual needs and have line of sight into where to invest our resources.

Enhance the donation form

Simplify the donation flow to expedite the process and increase conversion

Content & Logo

All brand elements–from the logo to the site visuals to the tone in our messaging– all should reflect the voice of the youth being served. Ultimately, this led to recommendations considering a fresh look at brand assets including logo, overall look, feel, tone & voice.

Social Media presence for education, outreach and donor support. Leverage different Media campaigns based on user needs and challenges. Ex: the current bathroom bills.

OutYouth Safety & Support

Extend the communities online presence and provide a safe digital environment where kids can feel safe to be themselves , express themselves, and communicate with peer.

• Extend Services after hours

• Provide an after-hours service that connects youth to the resources they need, the moment they need them. (Inspiration: Planned ParenthoodApp)

• Explore options for after-hours counseling

Idea for digital safe house

• Utilize existing messaging service such as SLACK

• White Label and extend an existing app such as "Talk Life"

• Develop your own app