website redesign • site build • brand polish
website redesign • site build • rebrand
web portal • blog • social media • emails
slide deck template • lead magnets
posters • interviews • testing

Audience Feedback

While WEconnect once had staff in-person at clinics to onboard eligible people, it began needing to instead rely more heavily on marketing. I made the point to conduct research in an effort to make those materials as impactful as possible.

SCOPE: posters • interviews • testing

ROLE: designer • project manager • interviewer

RESULT: insights to guide future projects

The Challenge

Learn What Appeals to Audience

Leveraging what I'd learned working alongside product designers, I proposed and organized a research project to better understand which value propositions and marketing materials resonate with people recovering from drugs and alcohol.

Audience Interviews

I began my research by planning, conducting, and analyzing seven 45-minute interviews with active WEconnect app members. During these sessions, I asked them to stack rank a collection of posters and then we discussed why they ordered them in that way.

Initial Poster Rankings

While the feedback from the first stack ranking exercise was primarily qualitative, here are the posters listed from the ones that ranked highest to most people's least favorite.

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Focusing on Value Propositions

For the next round of gathering feedback, I created a test to determine the strongest headline/value proposition. This exercise was completed by 10 people in recovery who weren't familiar with WEconnect. (Shout-out to my coworker, Eli, for recruiting people and texting them a bit of info with the link!)

Ranked Value Propositions

Again, you can see the posters listed from most popular to least—but this time we're comparing apples to apples since only the headline/value proposition differs between them.

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Marina demonstrated her ability to gather feedback in an objective and skillful manner when testing our marketing materials and value propositions.

Eli Mueller, Member Communications Manager
WEconnect Health Management

Polished Poster Designs

Based on both the qualitative and quantitative feedback I was able to gather, I made improvements to the poster designs, favoring the clear winner of the headline ranking exercise.

Posters in Context

The Result

Better Sense of What Resonates

After watching the recordings of the interviews back, compiling notes, and calculating the numbers, not only was I able to improve the poster designs, but I also took the insights I'd gleaned into all future member-facing marketing projects.