Digital Transformation
Improving program access and impact through expanded digital offerings
"I love the newsletter! I read it every month.
But I just feel like the programs and resources aren't meant for people like us."
Summary and Impact
Community health professionals across the U.S. were interested in our nonprofit’s award-winning training programs, but the traditional in-person format and competitive cohort selection limited their ability to participate.
As product manager, I oversaw the creation and launch of a new digital strategy and service to improve community health professional’s access to a nonprofit’s award-winning training programs.
Community membership grew from 250 during pilot to 3,500 in 18 months—6X the number of annual participants in traditional in-person programming.
After the COVID pandemic lockdown, the online learning community enabled health administrators across the U.S. to rapidly implement and scale key services, like telehealth. The nonprofit secured new, national funding and expanded on its fully digital offerings to support a diverse set of learning topics.
Before: Majority in-person programming
After: Fully online, interactive learning community
Solution architect credit from pilot through launch: Chris Conley
My Contributions
Discovery and Scoping
I analyzed our website analytics, Salesforce, and email marketing data to understand our audience’s geography and who was engaging in our content even though they weren’t in our programs.
A business designer and I conducted research on related services in analogous industries to explore what lessons could infuse into our own programming.
We interviewed and created a co-design advisory group with prospective members and program alumni to support our designs and decision making.
Research boards synthesizing analytics, interviews, and landscape analyses
Business design collaboration: Isaac Buwembo
Design and Iterative Testing
In collaboration with our solution architect, I drafted wireframes to inform the information architecture for the new site.
I also developed a service blueprint, engagement funnels, and drafted weekly messaging to support the communications team’s marketing efforts.
We iteratively improve the product as we built. I worked with our solution architect on a live prototype, pilot, and the implemented platform. Throughout our iterations, I facilitated usability testing sessions with program alumni, pilot participants, and users.
Initial prototype tested with 250 participants
Service blueprint at full launch, outlining cross-channel interactions
Launch, Strategy, Operations and Maintenance
After launch, I served as product manager, webmaster, and course producer. I hired an engagement coordinator to manage the online community and content creators to develop training videos and materials.
Sign up landing page, discussion forum, and program pages
To demonstrate how the product could strengthen our traditional programming’s impact and accessibility, I created a digital strategy and roadmap for the organization. I also started a “Data Dailies” campaign, where I shared data visualizations with staff and fielded questions.
Digital strategy, roadmap, and “Data Dailies” example
Lessons
Digital transformation is change management. It requires people throughout the system to change.
Find champions in every discipline, at every level who can help build momentum for the work.
Before sharing gaps and opportunities with staff, highlight what’s currently working well to to build will among those who led the status quo.