Improving your User Experience (UX), online and in person (Part 2)
In part 1 I began to explore how the principles of User Experience (UX) Design can improve people’s experience of our congregations. Attention to the emotional and informational transactions of the “user” has become deeply important to me: not just because I’m a minister, not just because I’m in the UUA’s Outreach staff, but also because I’ve recently been new in a congregation.
I spent months last year exploring websites and visiting congregations with my toddler before I settled on the one I attend now. The incredible friendliness of that congregation made a difference. It wasn’t accidental: the congregation had put work in to their welcome.
The first time I visited, no one knew I was a minister, just a mom with a two year old. People greeted me warmly even before we’d crossed the street, and someone offered to carry the stroller that my child was refusing to ride in. At the door, a trained greeter met us, helped us create nametags, gave us a mini-tour, and helped my child find and feel comfortable in the nursery. The nursery was staffed by a paid professional, someone who exuded warmth and confidence. The worship was excellent too – but I was already deciding this was a good place to be before I even set foot in the sanctuary. I had a good user experience.
“User Experience design… is about giving people a delightful and meaningful experience. A good design is pleasurable, thoughtfully crafted, makes you happy, and gets you immersed.” (From UXMyths.com)
Let’s get new people immersed in Unitarian Universalism! But how do we know what will delight them? What they’ll find meaningful?
When we’re trying to attract new “users,” we can try to get there by thinking about what we like, but we are often not good judges of what a new user is looking for. Especially since many of the things that members like are things that come with time (like community, or ministry through life changes.) In order to design for new users, we need to talk with some of our relatively new users. While we get curious about who they are and we get to know them, we can also get curious about their experience, asking questions like:
- How did you learn about our congregation? Why did you decide to interact with/visit us?
- What were your goals when you started interacting with us (online or in person)? Did our congregation meet your expectations related to these goals?
- What are the most frequent tasks you do on our website? (For example, finding out what’s happening this week.) Is it easy or difficult to accomplish those tasks?
- What are the most frequent tasks you do when you attend? (For example, get a cup of coffee after the service.) Are there frequent tasks that don’t feel easy to accomplish? If so, why? (For example, having to wait in line for a long time for coffee.)
- When you are interacting with us online, do you find anything frustrating that you wish was easier/different?
- When you are interacting with us in person, do you find anything frustrating that you wish was easier/different?
- What else would you like to tell us about your experience getting involved?
(The first six bullets are from stackexchange.com, adapted for congregational use.)
What we learn from their answers can help us improve the experience of people who interact with us in the future.
We can also do some of this work without talking with new users: we can just try to see things with new eyes, as my old congregation did with the parking lot entrance in Improving Your User Experience (Part I). And we can do through the use of personas – another powerful methodology from web development that helps us design for particular audiences. I’ll discuss those in the third part of this series.
Even though we can’t control every element of a new user’s experience with a congregation, there is much we can learn, and much we can change, when we make the effort to understand the emotions we’re evoking in the people we’re hoping to serve. A “delightful and meaningful experience” at the front end can lead users to a faith that changes their lives profoundly. Let’s not let a clunky website or confusing signage get in the way. Unitarian Universalism saves lives: may a positive user experience make it so, all the more.
Rev. Sarah Gibb Millspaugh, the UUA’s Outreach Associate for Digital Ministries, will be blogging regularly on Growing Unitarian Universalism about the connections between outreach, growth, websites, and social media.