Good For Nothing UXD Update - General Assembly Project

WELL, WHAT WE DO IS
IN FACT
…run weekend events where people from all
over the industry come to donate their skills to
local social enterprises in need of
communications, branding and digital help.
…our community of over 3600 people, spread
across 40 chapters worldwide, have run over
100 events and helped 67 social enterprises
grow and evolve.
YOU KNOW HOW
…working in advertising and marketing can feel
soulless and unfulﬁlling, but leave you with no
time to do anything positive with your skills?

Improve site conversion
Increase repeat event
attendance
Every oﬄine Good For
Nothing experience begins
online, on the website. It’s
central to recruitment, as it’s
where we send every single
person we meet or Tweet.
Created entirely by
awesome volunteers, the
site has been built quickly
and cheaply. In other words,
there is tremendous room
for improvement.
CONTEXT GROWTH OPPORTUNITIES
Design for an
experience that
gets more
people signing
up to GFN and
attending our
live events.
TASK
Money - we have none
The site is volunteer-built -
so we are limited in terms of
capacity, capability and time
Needs to be able to be
managed at a local level - so
simplicity is key
BARRIERS TO PROGRESS

PROBLEM
- Social entrepreneurs often
struggle to communicate their
story to the world
- They lack the network and
investment to get support from
communications specialists
- Communications specialists are
keen to do good, but have no
way of ﬁtting it into their busy
lives
EXISTING ALTERNATIVES
- UnLtd. oﬀers volunteering
commitments for people in
marketing
- MeetUps occasionally supports
local ‘hackathons’ for the
coding industry
COST STRUCTURE REVENUE STREAMS
UNIQUE VALUE
PROPOSITION
Good for Nothing is a growing
global community of talented
marketers that donate their skills
to local social enterprises in need
of communications, branding and
digital help.
HIGH LEVEL CONCEPT
Good For Nothing = Marketing
hackathons for good
CUSTOMER SEGMENTS
1. Volunteers
2. Social Entrepreneurs
3. New chapter leaders
4. Supporting donors (e.g. local
cafes, bars, brands)
EARLY ADOPTERS
Passionate, talented
communications and digital
marketing folk that are interested
in experimenting with new ways to
make positive change a reality.
UNFAIR ADVANTAGE
Scale (3660 volunteers)
Reach (40 chapters)
Experience (111 events in 5 years)
CHANNELS
INBOUND:
• Word of mouth
• Social Platforms
• Online
• Events
OUTBOUND:
• Events
• Website
SOLUTION
- Provide social enterprises free
access to talented and
passionate communications
specialists near them
- Create no-fuss, 1 or 2-day
events outside of work hours
that enable comms people to
help local projects & feel great
KEY METRICS
• 3660 members of the movement
• 40 chapters, worldwide
• 111 events
• 67 social enterprises helped
THE GFN CANVAS

RESEARCH APPROACH
In-depth
interviews with
volunteers and
social enterprise
owners
Usability testing
of existing site
experience
Competitive &
comparative
experience review
Social psychology
& heuristics

RESEARCH DESIGN
attendance
3 x Volunteers
2 x Social Entrepreneurs
SAMPLE
3 x 60 minute
in-depth interviews with
volunteers (45 min interview &
15 min usability testing)
2 x Email surveys & follow-up
10 minute phone interviews
with social entrepreneurs
METHODOLOGY
Tell me a bit about yourself
What’s the best thing you’re working on at the moment?
And what about the worst thing?
How do you feel about your current job?
What do you do when you’re not at work?
How familiar are you with Good For Nothing?
What has been your experience with Good For Nothing to
date?
How did you first hear about Good For Nothing?
How did you end up attending your first event?
Can you talk me through your experience of the event?
(Probe around first impressions, the people they met, how
it worked, if it was clear what to do, how they felt, the
project leaders and the work they did)
VOLUNTEER INTERVIEW GUIDE
How would you describe your contribution on the day?
Any highlights? Any low points?
Has anything happened since the event?
If yes, what? And how have you found that experience?
If no, why do you think that is?
Having now been to an event, if you were to attend
another one is there anything you would do differently?
We’ve had [x] gigs since you attended yours, is there
anything we could’ve done to get you along to those?

RESEARCH DESIGN
attendance
USABILITY TESTING GUIDE
With the Good For Nothing website in front of them, volunteers were
asked to complete three tasks and talk about their experience.
How would you describe the experience of using the GFN website to:
Become a member?
See when the next Sydney gig is?
Sign up to attend the event?
Is there anything else the website could have helped you with, before or
after the event you attended?

RESEARCH DESIGN
attendance
EMAIL SURVEY & PHONE INTERVIEW GUIDE FOR
ENTERPRISE OWNERS
How are things progressing with your project?
How has the Good For Nothing event contributed to
your progress?
Looking back on the event, how was the experience
for you?
Any highlights?
Any low points?
Having been through a gig, what advice would you
give to a project about to attend one?

PRIMARY PERSONA: VOLUNTEER
Christian
Designer, 33
Christian works long hours at a
branding agency in Sydney.
When he’s not at work he’s still
usually in front of a screen at
home - taking care of freelance
projects or updating his blog-
folio. He likes the idea of doing
good, but feels volunteering is
often too much of a
commitment.
“TELL ME WHAT
YOU NEED DOING
AND I WILL LET
YOU KNOW IF I
CAN HELP”
GOALS
To discover interesting, local projects that he can get
involved in whenever he has a free evening or
weekend
To give something back to society
To connect with people that share a passion for
supporting local, social innovation and bringing new
ideas to life
PAIN-POINTS
Vagueness. I’m not going to sign up if I can’t tell
what’s needed from me on the day.
Commitment. Volunteering often expects a lot, and
sometimes work issues can arise and cause problems.
Egos. People that talk a lot, but do nothing (at work
and at Good For Nothing).
GAIN-POINTS
Stories. Reading all about the enterprises and their
journey to date.
Progress. Feeling as if it’s all been worth it, and the
support has helped.
Momentum. Being part of a global community of
creative people.
Sharing. Proudly displaying all that’s been achieved.
During AfterBefore MOBILE
Low High
Tech savviness:
Low High
Time to invest in GFN:
EXPERIENCE PROFILE
Site visitation, in relation to gig: Channel:

SECONDARY PERSONA: SOCIAL ENTREPRENEUR
Jenny
Entrepreneur, 46
Jenny recently completed an
accelerator program at the
School for Social
Entrepreneurs, and is now out
looking for investment and
grants. With no experience in
communications, branding or
digital marketing, Jenny needs
help bringing her story to life.
“I HAVE NO IDEA
WHAT PEOPLE I
NEED, ALL I
KNOW IS THAT I
NEED A BETTER
WEBSITE AND A
NEW LOGO”
GOALS
To ensure everyone at the event understands the
project and what’s needed
To get as many things on the ‘To Do’ list done as
possible
To learn what’s happening and what needs to
happen once the gig has ended
PAIN-POINTS
Forgetting. Remembering all the advice and ideas
from the day.
Usability. Walking away with ﬁles in formats that are
impossible to edit.
Waste. Not knowing what to ask for, and wasting
people’s time.
GAIN-POINTS
Articulation. The process of arriving at a list of jobs
to be done with us.
Continuation. Getting support once the gig is over.
Following. Having a following of people keen to see
the project evolve.
During AfterBefore DESKTOP
Low High
Tech savviness:
Low High
Time to invest in GFN:
EXPERIENCE PROFILE
Site visitation, in relation to gig: Channel:

USABILITY RESEARCH FINDINGS
Language confusing to new people e.g.
Warbling, Jam, Gigs, Chapter, Getting Stuff
Done
The site also fails to capture the richness of the
offline experiences. There aren’t any photos or
videos.
Information on the projects and their amazing
stories is limited and uninspiring.
‘Become a Member’ link could be more
prominent.
The section on ‘Passion Points’ caused
confusion. It appears limited, suggesting only
six causes are important.
Chapter finder page feels unnecessarily long
and it’s hard to find your local chapter.
No action for users that discover GFN but don’t
have a gig to sign up to.
Carousel on homepage moves too quickly to
fully understand the information.
The ‘People like you’ section doesn't tell you
much about the people that are like you.
No sense that the site up to date or current.
No timing plans or structures for the events
online that users can review.

USABILITY RESEARCH FINDINGS
SUMMARY
Impersonal & uninspiring
Unclear how GFN works
Complicated site nav
Confusing language
Out of date content

Digital marketing
volunteering
Story telling and
progress tracking
Task brieﬁng and
community support
COMPETITIVE & COMPARATIVE ANALYSIS

• Simple, logical flow on information on landing page
• ‘About’ section quickly communicates how the events work
• Compelling testimonials
• Excellent use of video upfront to ease & expedite comprehension
• First call to action is about the Results of the latest event
• Strong emphasis on the stories of the people involved
• Video content used to deliver emotive impact
• ‘About Us’ features clear mission behind the organisation
• Clear call to action on landing page - inviting contact immediately
• Testimonials used to deliver credibility and show effectiveness
• Looped video on landing page brings the experience to the front
• Three simple actions offered straight away - learn, connect, attend
• Clean and simple rollover states bring the page to life as you read
• Benefits to attendees are clearly called out up front
• Tiled presentation of mentors and key people - adds human touch
Digital marketing volunteering

• Great sense of momentum straight away in the hero carousel
• Mission, story and purpose is very clear immediately
• Oz Harvest stats from the beginning clearly shows their growth
• Simple infographics, that can be enlarged, tell the story
• Donate Food/Money/Time - three easy ways to get involved
• Main carousel showcases most interesting projects as a way to drive
interest into categories
• Simple organisation of projects by Cause, Genre & Category
• Categorisation of ‘Most Active’, ‘New this Week’, and ‘Funded by Friends’
• Press and media attention clearly celebrated to add credibility
• Inviting roll over states on images pulls users into the content
• Stories celebrated with highly visual and intriguing photo header
• 'What’s Popular’ curation pulls you in straight away
• Search projects by ‘genre’ (i.e. fashion, art, gaming, eco, etc.)
• Project summary is visual & features no. of people involved, days until
live, a reminder function, share functionality, and CTA of ‘back project’
• Good visibility of project owners, with the ability to ﬁnd out more about
them, their project and their website
• ‘Where projects come from’ page adds to credibility
Storytelling and progress tracking

• Offers those in need with a set of the most common tasks
• Search functionality makes finding local help quick and easy
• Clearly spells out the benefit to those in need of help from the
community
• Hero testimonial on homepage humanises the platform
• ‘How it Works’ page is light on copy, clean and simple
• Value proposition delivered immediately, simply
• Clear call to actions on homepage
• Strong search functionality, with location detection enabled
• Sort results by group types or calendar (coming soon)
• Find or Start - two simple options
• Each MeetUps page features date started, number of members,
organisers, calendar, founders and locations
• Simple video launches the platform and process that drives it
• Current Challenges is the primary content module
• Share learnings on how the process works and how to replicate it
• Every challenge is mapped against the core process of Research,
Ideas, Feedback, Refinement, Feedback, Top Ideas & Impact
• User profiles pop up whenever they interact with the site
Task briefing and community support

Digital marketing
volunteering
Story telling and
progress tracking
Task briefing and
community support
COMPETITIVE & COMPARATIVE OVERVIEW
• Concise explanation of how volunteering works
• Compelling testimonials
• A focus on results
• Strong emphasis on stories of people involved
• Clear call-to-action
• Benefits to attendees called out up front
• Great sense of momentum
• Mission, story and purpose is immediately communicated
• Lots of different ways to get involved are offered
• Excellent signposting
• Press and media attention deliver credibility
• Project owners are featured
• Offers those in need with a set of the most common tasks
• Search functionality makes finding local help quick and easy
• ‘How it Works’ page is light on copy, clean and simple
• User benefits are communicated simply
• User profiles help build familiarity with community

SOCIAL PSYCHOLOGY & HEURISTICS
The Theory of Reasoned Action
(Fishbein & Ajzen, 1975)

GFN PRODUCT/MARKET FIT
• Meeting new people that are also
keen to make a difference
• Feeling part of a bigger movement
• Attending with a friend
• Making visible progress
• Discovering positive local stories
• Knowing what to expect from the
event
• GFN is making you better at your job • Be inspired by the Good For
Nothing story
• Register interest in the next event
• Attend event & provide help
• Become immersed in social
enterprises story
• Feel confident there will be a task
you can help with
• Continue supporting the enterprise
post-event
• Lack of clarity over the jobs that
need to be done on the day
• Feeling as if they cannot fit ‘doing
good’ into their busy lives
• Not being able to attend the next
gig but still wanting to get
involved
• Feeling as if your support has not
actually helped the social
enterprise
GAINS
PAINS
JOBS
• Ability to invite friends to events once
you’ve registered, via social or email
• Live updates to the site and the
enterprises goals or objectives
• Richer story content that brings to life
the social enterprises mission & vision
• Content that explains the process and
principles we follow
• The GFN experience as a ‘new way of
working’
• Clear event ‘To Do’ list published on
event information page – expressed as
goals or objectives
• Ability to register interest in next event
by your local chapter before it’s formally
been arranged
• Clearly outline the time required to
attend the next gig, and state whether
pre-work is required or not
• A series of follow-up updates on the
enterprises progress
• Communicate the scale and power
of the growing GFN network
• Ability to become a GFN member,
and then sign up to attend an
event
• 24/48 hour offline events at
weekends
• Get to know the local social
enterprise owner’s background and
future plans with the project
• Every event is designed to deliver
on a pre-agreed and
communicated list of jobs
• All event attendees are
encouraged to provide contact
details to enterprise owner
• Event pages post-gig invite
document sharing and discussions
GAIN CREATORS
PAIN RELIEVERS
PRODUCTS &
SERVICES

ONE TASK, THREE JOBS
Design for an experience that gets
more people signing up to GFN
and attending our live events
SIMPLIFY
Help people understand how GFN works, better outline how exactly they
can get involved & remove outdated, distracting site clutter
HUMANISE
Enhance the online experience by adding in more of the ‘human elements’
from the gig experience & including credible testimonials
INCENTIVISE
Clearly articulate the personal beneﬁts that people can expect to take from
the experience, and enable them to share their involvement with peers
Content
Strategy

MAPPING THE GOOD
FOR NOTHING
EXPERIENCE

USER FLOWS & MOMENT MAPPING
DISCOVER GOOD
FOR NOTHING
LEARN WHAT IT IS
FIND OUT HOW IT
WORKS
FIND NEAREST
CHAPTER
SEE WHEN NEXT
EVENT IS PLANNED
LEARN ABOUT THE
SOCIAL
ENTERPRISE(S)
WE’RE HELPING
REGISTER TO
ATTEND & BECOME
A MEMBER
SHARE
REGISTRATION VIA
SOCIAL CHANNELS
RECEIVE UPDATE
ABOUT PREPARING
FOR THE EVENT -
CLOSER TO THE
TIME
ATTEND EVENT
SHARE WORK &
CONTACT
INFORMATION
WITH SOCIAL
ENTERPRISE
EVENT ENDS
RECEIVE FOLLOW-
UP EMAIL FROM
GFN THANKING
FOR HELP
OCCASIONALLY
CHECK SOCIAL
ENTERPRISE’S
PROGRESS ONLINE
FROM DISCOVERY TO BECOMING A MEMBER

Arrive at
homepage
Already a
member?
View carousel
Scroll down
page and
read ‘What is
GFN?’
NO
YES
All clear?
NO YES
What’s
Coming Up -
See More
Events
Gigs page
Are you
looking to
attend a live
gig?
YES
NO
Learn about
past gigs or
review online
challenges
Do you
want to
help an
online gig?
NO
YES Become a
member
Are you
looking to
attend a live
gig?
NO
YES
Sign in and
arrive at
personal
proﬁle page
Search the
site for the
Sydney
chapter page
Is there a
gig coming
up?
NO
YES
Email
Chapter or
leave
Learn about
past gigs or
review online
challenges
Submit ideas
or
contributions
Register &
Add to
calendar
Read event
page & see
who else is
going
Do you
want to
attend?
NO
YES
Head to
‘About’ page
to read
content &
watch video
No info on
page. Go to
Local Chapter
page
Is there a
chapter
near you?
NO
YES
Become a
member
Read gig
event page &
see who else
is going
Do you
want to
attend?
NO
YES
Still
interested?
NO
YES
Head to
‘Challenges’
page & select
a challenge
Arrive at local
event page
Are you
looking to
attend a live
gig?
NO
YES
Do you
want to
start one?
NOYES
Email
Mothership
Read Sydney
chapter page
and review
gigs
Is there a
gig coming
up?
YES
NO
Email
Chapter or
leave
Already a
member?
NO
YES
Sign in and
register to
attend
Learn about
past gigs or
review online
challenges
Do you
want to
help an
online gig?
YES
NOEmail
Chapter or
leave
MOMENT MAP:
DISCOVERY TO
BECOMING A
MEMBER

BLOG (‘WARBLINGS’)GIGS HIGHLIGHTSCHALLENGESLOCAL CHAPTERSABOUT JOIN
EXISTING SITE MAP
Sign In / Sign Up
Social Links (FB/TW)
Hero Image
Video of event
World map
HOME
Get Involved
Latest Warblings
What is GFN?
What’s coming up
HOMEPAGE CONTENT
CAROUSEL CONTENT
KEY INTERACTIONS
HOW GFN WORKS
HOW WE LIKE TO GET
STUFF DONE
HOW WE’RE FUNDED
THE CHAPTER
LEADERS (CREW)
GET INVOLVED
WHAT ARE ‘CHAPTERS’
WORLD MAP
CHAPTER LOCATIONS
STARTING YOUR OWN
CHAPTER
WAYS TO GET STARTED
CONTACT GFN HQ
CALENDAR (ONLINE)
HELP ONLINE
(links to CHALLENGES)
PAST EVENTS
WHAT ARE
‘WARBLINGS’
MEET THE WARBLERS
Future Youth
Smart Energy
Sustainable Food
Bio Consciousness
Community
Humans & Wellbeing
GFN Musings
SUBMIT A CHALLENGE
CONTACT GFN CREW
LEADERS AT HQ
MILESTONES IN GFN’S
HISTORY
ACHIEVEMENTS FROM
PAST EVENTS
Talents & interests
Issues cared about
TW / FB / GMail
Your skill set
Motivation
Location
People like you
Login Info
SYDNEY
CHAPTER PAGE
EVENT PAGE

Local
Leaders
Volunteers
Gigs
Social
Enterprise
Owners
Digital
Space
Global
Founders
Task
List
Skill
Sharing
Recruit-
ment
Physical
Space
THE ONTOLOGY OF GOOD FOR NOTHING

SIMPLIFIED SITE MAP
GET OUR HELP
HOME
START A CHAPTER
HOW WE WORK
COMMUNITY STATS
HOW WE HELP
EVENT PAGE
SOCIAL ENTERPRISE
TESTIMONIAL
CHAPTER PAGE
HOW GFN WORKS GFN NEAR YOU
Sign In / Sign Up
Contact Us
CORE SITE NAV
YOUR LOCATION &
YOUR NEAREST
CHAPTER
WHAT’S REQUIRED
TO-DO LIST
(inviting commentary)
Our Story
FUNDING
MEDIA MENTIONS
LOCAL LEADER
TESTIMONIAL
VOLUNTEER
TESTIMONIAL
SIGN UP
Location
TW / FB / GMail
Motivation
About You / Skills
Login Info
UPCOMING EVENTS
PAST EVENTS
BENEFITS TO
ATTENDEES
How GFN works
Get Our Help
GFN Near You
VOLUNTEER PROFILE LEADER PROFILE
ENTERPRISE OWNER
PROFILE
ENTERPRISE PROFILE

3. Introduce functionality that enables projects and
volunteers to continue working together post-gig
Feature
Feature
#
Simple search functionality enables checking if city has GFN F1
Content outlining how a gig works - helping people to understand what they can
expect from the experience
F2
Attendees find out what the social enterprises need help with, ahead of the day,
on the site and via an email
F3
Global activity feed showing the good being done around the world F4
See some of our recent results’ option to show people the value added F5
Open and collaborative project page on the site that anyone can contribute to
(before, during and after event)
F6
Space devoted to media accolades and testimonials F7
Each gig has a clear summary table, outlining people involved, days until live date
and a simple set of actions
F8
Clear articulation of the benefits of doing GFN F9
Simple suite of calls to action on the homepage F10
Each social enterprise has its own page, featuring key visual, information, mission
for GFN, link to website, etc.
F11
Categorise gigs and projects by genre F12
Small clock widget showing time until the next gig in the world F13
New content that celebrates the GFN founders & outlines the vision F14
Provide social enterprise owners with a simple set of ‘tasks’ that the community
can do (e.g. brand design, launch strategy, UXD, tech spec)
F15
Site detects geo-location and gives you a link to your closest chapter F16
Following registration to the event you can email likeminded friends and invite
them to attend too
F17
Download desktop wallpaper of gig artwork before or after the event F18
Prominent 'Get Involved' button to drive sign up F19
Simplified language in main site nav F20
Coming Soon' content to show that the site and community is active F21
Ability to register your interest in the next gig, if one isn’t currently scheduled,
without having to email the chapter leader
F22
Feature
Feature
#
Testimonials from recent social enterprise owners that have received help F23
Volunteer and enterprise owners’ profiles feature more information about their
career and experience
F24
Video unit running in the background on landing page - showing a time-lapse
gig
F25
Photography from previous events used as links to more content (with rollover
states that give a short description of the event)
F26
More prominent presence of chapter leaders visually, along with an invitation to
make contact via email
F27
Users profiles are displayed next to any interaction with the site, showing other
users how long they’ve been part of the community and what they’ve
contributed
F28
Main landing page carousel features stories of social enterprises currently being
helped by the GFN community
F29
Event pages feature video content from social enterprise project owners -
introducing themselves
F30
Image gallery on pages of gigs that have happened F31
Social enterprises can download the brief from the site and email it back to us,
to apply for support
F32
Feature
Feature
#
Connect with helpers before the gig F33
New content on ‘Where we get enterprises from’ F34
Attendees can comment on briefs and ‘to do lists’ online, prior to offline events F35
Simple profile that lets volunteers know preferred file formats and tech capability F36
Simple document upload feature, so that everyone has access to the work
created at the event from the site
F37
Follow, or receive updates on, the progress of the project after the event has
happened
F38
Continue working with other people after the event to help finish off jobs that
aren’t completed at the event
F39
Event pages updated after the event featuring all that was achieved, the next
steps and how you can stay involved
F40
1. Help people understand how GFN works and how
exactly they can get involved
2. Enhance the online experience by adding in more of
the ‘human elements’ from the gig experienceIDEAL FEATURES
(BY TASK)

(RANKING)
FEATURE PRIORITISATION
(1 = low, 8 = high) (1=low, 4-high) (1 = low, 8 = high)
Task Feature Feature # Importance
Eﬀort to
implement
Ongoing maintenance
required
Excitement Clarity
1
Ability to register your interest in the next gig, if
one isn’t currently scheduled, without having to
email the chapter leader
F22 8 3 1 6 8
2
Testimonials from recent social enterprise owners
that have received help
F3 7 1 1 5 7
3
Attendees can comment on briefs and ‘to do lists’
online, prior to oﬄine events
F35 5 5 1 4 4

(LO-FI MAPPING)
X - IMPORTANCE
Y - EFFORT

0"
1"
2"
3"
4"
5"
6"
7"
8"
9"
10"
0" 1" 2" 3" 4" 5" 6" 7" 8" 9" 10"
Eﬀort&
Importance&
X - IMPORTANCE
Y - EFFORT
Z - ONGOING MAINTENANCE
(HI-FI ATTEMPT)

(MEDIUM-FI)
X - IMPORTANCE
Y - EFFORT
HIGH
LOW
LOW
HIGH
IMPORTANCETOACHIEVINGTASK
EFFORT TO IMPLEMENT
1 85 6 72 3 4
5
4
3
2
1
8
7
6
F1
F2
F3
F4
F5 F6
F7
F8
F9
F10
F11
F12
F13
F14
F21
F18
F15
F17
F19
F20
F22
F16
F29
F23
F38
F33
F34
F24
F25
F26
F28 F30
F27
F32
F36
F35
F40
F37
F39
F31

HIGH
LOW
LOW
HIGH
IMPORTANCETOACHIEVINGTASK
EFFORT TO IMPLEMENT
1 85 6 72 3 4
5
4
3
2
1
8
7
6
F1
F2
F3
F4
F5 F6
F7
F8
F9
F10
F11
F12
F13
F14
F21
F18
F15
F17
F19
F20
F22
F16
F29
F23
F38
F33
F34
F24
F25
F26
F28 F30
F27
F32
F36
F35
F40
F37
F39
(MEDIUM-FI)
X - IMPORTANCE
Y - EFFORT
DO NONE OF THESE
DO ALL OF THESE
F31
DO SOME OF THESE
NOTE:
Following the prioritisation of features, it was decided that the
3rd task of ‘Enabling people to continue working with social
enterprises’ was not something that the site needed to
facilitate. Therefore, all features represented by yellow circles
were not taken forward into the prototyping phase.

REMOVED FEATURES & PAGES
WARBLINGS (I.E. THE BLOG)
MEET THE WARBLERS
ONLINE CHALLENGES
OUT-OF-DATE HIGHLIGHTS
STAGGERED SIGN-UP PROCESS
EVENT OR CAUSE ‘GENRES’

PRIMARY USER SCENARIO
Christian was invited to attend his first GFN event by a friend. He checked out the
website for more information and was immediately excited by the idea of helping
out a live, local social enterprise in need of design help. He became a member and
registered to attend.
During the week before the event, using the ‘To Do List’ on the event page, he spent
time researching, gathering inspiration and speaking to friends about the project he
would be helping. He was unsure about a few things, so he sent the project owner a
few questions too.
The following weekend he turned up to the event with heaps of ideas, ready to meet
the project owner and start working with them, and others, at speed.
As the event finished up, Christian uploaded his work to the event page, submitted
his personal contact details and added a few notes on the next steps - happily
offering further support. He then proudly shared his experience with a few other
guys at work on Monday morning.
Christian
Designer, 33

SIMPLIFIED HOME PAGE & CONCEALED SITE NAV
HOME PAGE
The home page experience has been
designed to be as simple as possible -
directing users to discover two things: How
GFN works, and where we are in relation to
them. All other aspects of the GFN experience
have been incorporated into the secondary
site nav outlined below.
SITE NAV
Beyond the two key actions oﬀered on the
home page, the remaining site nav has been
discretely captured in a ‘pull down’ menu -
placed at the very top of the users screen.
Much like the iOS that Apple users will be
familiar with, a small arrow makes this gesture
apparent.
Held within this site nav is more detail on the
GFN story, the ability to SIGN UP or SIGN IN,
CONTACT US options, and the GFN PRIVACY
POLICY.

INTUITIVE SEARCH ASSISTED BY LOCATION DETECT
SEARCHING FOR CHAPTERS
With location services enabled on their web
browser, the need to search for your nearest
chapter will be gone. Finding your nearest
chapter will be dealt with in 3 ways:
- Firstly, the homepage will detect where
you are and offer a fast-track link to your
local chapter
- Secondly, if users would like to search for
other chapters near them then they are
offered suggestions, based on their
location
- And finally, if none of the suggestions are
correct, then users can search using the
bar. This will begin populating with
options based on every character entered.
Given that there are only 40 chapters
around the world to date, this shouldn’t
take long.

FAST-TRACK EVENT PAGE SIGN-UP FOR EXISTING MEMBERS
IMMEDIATE REGISTRATION CALL TO ACTION
Every event page will open with the key event
details, followed by a ‘Register to attend’
action button. This way, all visitors will
immediately see where and how to get
involved.
DYNAMIC PANEL FAST-TRACKS SIGN-IN FOR
EXISTING MEMBERS
Clicking on the REGISTER call to action will
open a dynamic panel on the page - existing
users can SIGN IN, or new users can SIGN UP.
UN-REGISTER OPTION
For those that are existing members, once
they’ve SIGNED IN and are registered, they
will then be given the option to UNREGISTER
at any point moving forward.

TABBED CONTENT MODULES HOLD ENTERPRISE STORIES ON ALL EVENT PAGES
VIDEO MESSAGES
Every event page now has a dedicated, tabbed
content module which holds the story of the
social enterprises we will be helping. The ﬁrst
piece of content is a short video message,
whereby the social entrepreneur tells her story
and asks for help. This is supported by a short
section of copy - outlining the story in around
200 characters.
TO-DO LISTS
Following the video appeal and story copy will
be a concise event to-do list. This will outline
exactly what the enterprise needs help with on
the day, so that volunteers can quickly and
easily see if they can be of assistance.
ENTERPRISE PROFILES
Finally, each tab will feature a link to both the
social enterprises’ and entrepreneurs dedicated
proﬁle page.

FOLLOWING SIGN-UP, EVENT REGISTRATION IS SIMPLE
DYNAMIC PANEL INVITES REGISTRATION TO
NEXT NEAREST EVENT
Following completion of the SIGN UP process,
new members are immediately invited to get
themselves REGISTERED for their next
nearest event. However, for those that have
come into the sign up process via an event
registration link, this page will automatically
tell them that they are now registered.
ADD TO CALENDAR
Here users are oﬀered a simple ‘Add to
Calendar’ option, to help them remember
when the event is.
UN-REGISTER OPTION
New members will also be given the option to
unregister, just in case they selected ‘Register’
by mistake.

1. HOME
2. HOW GFN WORKS
3. GFN NEAR YOU
4. CHAPTER PAGE
5. EVENT PAGE (PRE)
6. SIGN UP (START)
7. SIGN UP (COMPLETE)
8. PROFILE (VOLUNTEER)
9. PROFILE (ENTERPRISE)
10. PROFILE (LEADER)
11. GET OUR HELP
12. START A CHAPTER
13. OUR STORY
14. EVENT PAGE (POST)
15. PROFILE (EDITING)

SCENARIO BRIEF
You’ve just received an
email from a friend saying
that they plan to attend
the next Good For Nothing
event in Sydney. They say
you should come too, and
send you a link to the
homepage.
What would you do?
PROTOTYPE USABILITY TESTING
http://c2px8m.axshare.com
LINK TO PROTOTYPE

KEY USABILITY TESTING FINDINGS
Better establish the brand’s
lingo around Events, Gigs,
Chapters and Volunteers
LANGUAGE
Tailor site copy in places to
make the experience feel more
personal to each user
PERSONALISATION
Clearer sign-posting was
needed to help manage
expectations heading into the
sign up experience
IMPROVE SIGN-POSTING
There was no way for users to
unregister from events - which
is equally as important to
making sure we get the right
numbers
CAN I UNREGISTER?
The Privacy Policy’s position in
the main nav was seen as
disconcerting and made users
question why it was so
important
HIDE PRIVACY POLICY
Location services iconography
was needed to enable users to
simply have their location
detected
SHORT CUTS & SYMBOLS
Proﬁle pages lacked details
like which chapter you were a
member of, and which events
you’d signed up to
PROFILE PAGE DETAILS
People that were returning to
the site needed a faster way to
get to their chapter page
FAST-TRACK NOVICES
In addition to a number of broken links and misplaced action buttons, there were a number of fundamental issues that the
usability testing quickly revealed and enabled me to put right.

IMPROVED WIREFRAMES
FOLLOWING TESTING

KEY FEATURES
1. CLEAR VALUE PROPOSITION &
LINK TO ‘HOW WE WORK’
2. BACKGROUND IMAGE OF
VOLUNTEERS AT WORK
3. LOCATION DETECTION FAST-
TRACKS CHAPTER SEARCH
4. GESTURE-REVEALED SITE NAV
DE-CLUTTERS, HELPS FOCUS &
HOLDS SIGN IN
1
2
3
4
3
INTRODUCING GFN & WHERE TO FIND US

KEY FEATURES
1. VIDEO ANIMATION TO EXPLAIN GFN IN 60”
2. SIMPLE EXPLANATION OF THE KEY INGREDIENTS
& AN INTRODUCTION TO CHAPTERS, EVENTS &
VENTURES
3. SPELLING OUT THE BENEFITS TO VOLUNTEERS
4. TESTIMONIALS FROM MEDIA TO BUILD
CREDIBILITY OF THE MOVEMENT
5. DE-PRIORITISED INFORMATION ON HOW WE’RE
FUNDED
1
2
3
4
5
EXPLAINING HOW WE WORK &
WHAT IS IN IT FOR YOU

KEY FEATURES
1. HERO IMAGE FROM LAST EVENT RUN BY
CHAPTER REVEALS WHAT GIGS LOOK LIKE
2. EACH CHAPTER FEATURES IT’S OWN BIRD LOGO
3. WELCOME MESSAGE FROM CHAPTER LEADERS &
LINK THROUGH TO THEIR PERSONAL PROFILES
4. UPCOMING EVENTS MODULE FEATURES ‘EVENT
STATUS’ (i.e. LOOKING FOR DESIGNERS)
5. TESTIMONIALS FROM CHAPTER VOLUNTEERS
6. DE-PRIORITISED ‘GET OUR HELP’ OPTION, AS WE
HAVE NO TROUBLE SOURCING PROJECTS
7
8
9
10
11
12
1
2
3
4
5
6
7. TIMER TO GIVE URGENCY & ‘LIVE’ FEELING
8. IMMEDIATE CALL TO ACTION & ABILITY TO
UNREGISTER
9. VIDEO INTRODUCTION FROM ENTERPRISE
OWNERS TO BUILD PERSONAL APPEAL
10. LINK THROUGH TO FULL ENTERPRISE STORY &
OWNER’S PROFILE PAGE (NEW)
11. CLEAR, SIMPLE TO-DO LIST FOR EVENT
12. SOCIAL MODULE TO SHOW OTHERS ATTENDING
GETTING TO KNOW YOUR LOCAL CHAPTER
& FINDING AN EVENT

KEY FEATURES
1. SIMPLIFIED SIGN-UP PROCESS TO 5 EASY
STEPS. SIGNPOSTING MANAGES
EXPECTATIONS IMMEDIATELY
2. CLEANER, FASTER CHAPTER SEARCH
WITH PRE-POPULATION FOR PEOPLE
WITH LOCATION SERVICES
3. HINT TEXT DELIVERS LIGHT HEARTED
BRAND VOICE
1
2
JOINING THE MOVEMENT
3

BRAND TONALITY
Backed by Nesta and Swarm Backed by Nesta and Swarm Backed by Nesta and Swarm
Passionate
Candid
Real
Humble
Playful
Grassroots
LOOK & FEEL
Gift your skills and
help make good ideas
happen near you
happen near you
happen near you

happen near you
Backed by Nesta and Swarm Backed by Nesta and Swarm Backed by Nesta and Swarm
OUR STORY
GET OUR HELP
SIGN IN / SIGN UP
CONTACT
HELEN ADAMS
Part of the movement since
September, 2014
Meaningful, exciting change at a rapid pace. No
messing, no brand books, no emails (some emails),
no egos, just passion and interest. Working with
people that don't just have an idea for change, but
have a plan.
I BELIEVE IN
Writing, thinking, strategy, enthusiasm, bad
drawing. I can knock up an idea or two, but need a
bit of help when it comes to the tricky, ﬁddly, code
part to be honest… I make a good tea though.
SO I WILL BRING
4events collaborators socials
67 2Light
Clean
Simple
Personal
Alive
EXPERIENCE
INDICATIVE USER INTERFACE
happen near you
GFN SYDNEY
SEARCH CHAPTERS
HOW GFN WORKS
GFN SYDNEY
SEARCH CHAPTERS
HOW GFN WORKS

THANK YOU FOR YOUR TIME
AS ALWAYS

EMAIL SURVEY & PHONE INTERVIEW
SOCIAL ENTERPRISE OWNERS
Nicole, Help Me With It
The event was great for me and helped to progress my work.
• The 2 days was great. I think I saw you had an event in one day
- that would not have been long enough to do the #1 task for
Help Me With It which was to prepare a wire-frame. I think it
could work over 3-4 nights (within 2 weeks).
• I think it would have been great if one of you or a pre-
determined manager from your team led my team. You may
recall there were the designers/web guys and then a team of
writers. They may have been more productive if led/managed
(especially the younger team members).
• No, no one contacted me after the event. To be honest I didn't
expect that. No one promised they would and didn't. If I was
based in Sydney I may have called a couple. I have been back in
contact with the web guys since the event (but haven't asked
them to do something - they said they would). Maybe if I was
Sydney based they may have approached me (perhaps to get
work experience).
• The documents I took away were editable and useful.
• Might be worthwhile you guys looking in to the research re why
they volunteer! As we are!. Makes me thing about: do your
volunteers get enough recognition (eg shout on on social
media - from you and from 'client participants')?
There's considerable research re the value of Alumni - Alumni of
incubators/start-up groups. Perhaps you can look into this and
consider how you can continually involve and support yours.
They, like I, probably feel close you you guys.

Clare, Angel Place Project
1. It was ALL GOOD! I firmly believe that effort from good intentions
delivers only good outcomes - perhaps not what was expected at the
time, however there's a lesson to be learned in every human transaction,
if we look hard enough : )
2. The very act of being a chosen as a GFN project adds gravitas and
lends credibility to any project, within the social enterprise space at
least, and beyond.
3. I felt very comfortable with the process of your initial contact,
providing GFN with a project overview and then our meeting for coffee
to discuss any items.
4. I enjoyed the opportunity to present, more than I thought I would,
and as we all know, it's the personal connection with the presenter and
the project that makes a difference to the outcome - my thoughts are
that it would be a pity if someone felt pressured to join one of the
groups just to even up the numbers.
As to the work - what was good and what would I do differently...we
know what we know, but we don't know what we don't know - are you
still with me here? Through GFN I learned a lot about what I didn't
know, and I learned that I didn't share some of the things I do know...
5. The scoping document for the website was great! Hours of concise
and dedicated input from a group of quiet achievers with only a short
verbal brief to refer to. Also, this group continued to work on the
document after the event and load up items to the Angel Place Google
Drive - brilliant!
6. The investor document was a succinct and attractive professional
presentation which has been invaluable to the project and modified
many times - with fresh eyes, this group managed to say with 50 words
what took me 500 words to articulate.
And, it's the simple things which make all the difference - the creation
of the logo and the choice of images used in the presentation provided
the professional touch which any start-up project needs to help lend
credibility to the vision.

Continued…
Although the presentation was provided in a format which I couldn't
access, I was able to contact someone to change the file format,
however I felt like a pest asking them. Plus, I love the logo and wanted
to use it on my signature and business card however I didn't know what
to do next.
7. The video - you did warn me that it wasn't the type of project for the
GFN event, and I should have listened to you as the Keane and Jack
spent most of the day, without any proper brief, looking for images
instead of their skills being harnessed. This lack of management on my
part led to them not responding to my emails as they had been coerced
into doing stuff they had no passion for. There's always a silver lining as
they did assist in getting 'The Script' and I was able to use my sob story
to get Videos4Change to make a great, professional video for $950
which I managed to grant a grant for!
8. I should have known that we all 'fake it' a bit, however the GFN event
should have a 'No Faking It' rule e.g. at the event it was suggested, by
someone who 'seemed' to understand such things, that I register the
domain name and signed up for various other extras.
That was all fine except I didn't want to look stupid, and he 'seemed' to
understand what he was doing, so I didn't ask any questions - my
mistake, as I built the website with one company and locked up the
domain with another - with a 60 day domain transfer period from one
company to another just at the time I was trying to launch the
crowdfunding video. I'm still trying to figure out what I learned from
that interaction.
In summary, next time I would set up the Google Drive differently, check
the file format of each delivered piece, ask people to 'please explain'
about items I'm unsure of and then triple check again, not expect or ask
people to work on items after the event (as the magic seems to
disappear at the end of the day), and provide a realistic wish list.

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