The Monday Campaigns
Helping an organization to see above the clutter.
(Organizational Design)
The Challenge:
The Monday Campaigns (TMC) is a nonprofit public health initiative promoting healthy behaviors on Mondays.
When I came onboard as UX designer for the nonprofit, the TMC team was stretched thin. They had a multitude of sub-branded campaigns for promoting healthy living and were struggling to successfully implement all the concepts.
10 sub-brands
8 programs
The Monday Campaigns
Move It Mondays
The Kids Cook Monday
Meatless Monday
Quit & Stay Quit
DeStress Monday
Healthy Monday
Caregiver Monday
6 websites
TMC needed to create a design system to ensure that each sub-brand was consistently represented in content and improve overall internal processes to effectively channel the team’s limited time and resources into the most effective programs.
Results:
Inventory of all website plugins and tracking system for bugs and usability issues
Proposed a design system with visual and editorial style guides for each sub-brand
Proposed adoption of project management software
Proposed a long-term diary study to evaluate the effectiveness of the Meatless Monday campaign
Proposed a focus group study for The Kids Cook Monday program
Inventory of all website plugins and tracking system for bugs and usability issues that I created and implemented.
TMC has design pattern inconsistencies across all its digital properties and print material. In this case, a Meatless Monday content page looks completely different from the rest of site with different headers and logos.
How I did it:
To discover areas where processes could be improved, I started by conducting one-on-one interviews with senior staff and team members. From conversations, it became clear that the team was overwhelmed and burned out. Most team members were overtasked and the website content management system (CMS) was difficult to use.
Knowing that the team would need to pare down its programs, I reviewed analytics for the six websites to gauge the effectiveness of each campaign.
Key findings from the research showed that Meatless Monday – TMC’s flagship campaign – had the worst performance despite having 25% of resources devoted to it. DeStress Monday’s performance was weak too despite being the channel for the second highest amount of resources.
Areas of opportunity also emerged from the research too. The Kids Cook Monday and Move It Monday programs showed strong social followings, but were receiving little investment in terms of resources.
To ensure that internal process improvements would be adopted by stakeholders, key findings from the research and recommendations were presented to senior staff.
Visualizations of the team’s work capacity made it clear to senior staff that team members were overworked.
Visualization of the campaigns made it easy to see which programs were worth pursuing.
In the end, I proposed that TMC reduce the amount websites, adopt a project management system, focus on programs that showed strong signs of traction, and establish processes for design, development, content production, and marketing.
Below is a graphic representation of the proposed organization restructure where I recommended that:
MeatlessMonday.org and TheKidsCookMonday.org remained as standalone websites.
MondayCampaigns.org became a content/program hub.
Remaining programs content were migrated to MondayCampaigns.org and then organized according to each public health category.
Successful projects and products became MondayCampaigns.org special offerings.
