An Australian-based organisation that helps gather and guide highly skilled professionals to apply their skills to communities in developing countries.
The Mad Cow Project wanted to learn more about their participants experience from their inaugural trip to Sri Lanka. What were their motivations, pain and gains and how could this knowledge aid future trips?
The Mad Cow Project began in 2016 by a group of friends and colleagues committed to doing economic development differently. In partnership with local NGO ‘Bridging Lanka’, MCP made its inaugural trip to Sri Lanka in 2017.
Following this trip three specific projects were negotiated that delivered:
The Mad Cow Project began in 2016 by a group of friends and colleagues committed to doing economic development differently. In partnership with local NGO ‘Bridging Lanka’, MCP made its inaugural trip to Sri Lanka in 2017.
Following this trip three specific projects were negotiated that delivered:
After the inaugural trip, key members of the team travelled to Cambodia and Nepal to explore opportunities with local NGO’s for future MCP trips.
3.5 Weeks
The Mad Cow Project (MCP) wants to help gather and guide professionals who, like them, want to apply their skills and improve the well-being of local people in less developed communities in collaboration with local NGOs to make a long-lasting contribution.
Base on initial assumptions I outlined the work that could be achieved in the timeframe
Usability testing was conducted on the Mad Cow Project website. Potential users encountered a number of challenges and did not grasp an understanding of what the organisation was offering, or how they operated.
Other similar organisations created confidence and trust through some simple methods that could be easily applied to MCP.
13 users were interviewed, consisting of 5 organisation contributor roles:
To get a better understanding of how MCP operates we created an Organisation chart based on how users described their involvement. This merged groups such as Coaches and Volunteers and helped us define the difference between Partners, Connectors and Supporters, subsequently moving user roles into different groups.
We sent out a survey to explore general travel and volunteering behaviour. This was sent to volunteering and community groups through social channels. With 30+ responses we were able to compare the results with our user interviews to further validate behaviours.
One of the main challenges that arose from talking to potential users about the current website was that they were unclear how The Mad Cow Project works. Based on what we learned from users who had travelled with MCP we created five simple stages to communicate the offering.
Travel with the team
Connect like-minded people
Explore projects with the NGO
Travel back to Australia
Choose your
own project
With users defined in the Organisation chart and the experience broken down into five stages, we explored the tasks of the groups at each stage, seeing where paths crossed and interacted with one another. The diagram provided a better understanding of MCP and was a great take-away document for the client.
As the user group decreased we developed four personas that became the heroes for each group. Click to enlarge.
Covering each users behaviour throughout the five stages pinpointed exactly where opportunities were available and what improvements were required for a positive outcome.
The new homepage utilises space above the fold by using an autoplay carousel to address each user group explaining how The Mad Cow project works for them. Scrolling down the page users are taken through The MCP process in more detail, accompanied with destination/NGO information, source credited testimonials and integrated social media posts.
Implement Google Analytics and Hotjar to track user's access on the website Get more user feedback, from a variety of different user groups) Existing website quick fix:
• Clear call to action on page
• Replace Gmail link with contact form
• Incorporate social media link onto website
Build up travel information for other trips (Cambodia and Nepal) on website to engage volunteersEngage:
• Social media strategist
• SEO writer
Implement prototype design into new websiteMore feedback on future trips
The work undertaken confirmed a number of assumptions that we, and the client had about MCP. It also brought new findings to the clients attention that they were unaware of. Overall The Mad Cow Project were left with a much deeper understanding of their users, and what they need to do to attract and work with potential users as they plan new volunteering trips in the future.
Conducting the right research and engaging with potential users early is crucial to getting the right design. The client had prioritised features and aesthetics for their design.
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An iOS app for a global engineering company with core features based around ordering spare parts and identifying equipment. The app is to be used by employees and customers.
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What assurances do users need to purchase an engagement ring online? Interviews and usability testing were conducted to inform changes to an existing design.
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An Australian-based organisation that helps gather and guide highly skilled professionals to apply their skills to communities in developing countries.
