People visit Change.org to create petitions, mobilize supporters, and seek action from decision makers. With 300 million users, Change.org is the biggest social change platform in the world.
I partnered with Change.org's product team to test solutions that improve key metrics, all while keeping user experience top of mind.
We ideated and tested strategies that help amplify Change.org’s reach, monetize its user base, and grow its membership program.
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We fostered what we dubbed a growth loop: the cycle of a user signing a petition, then sharing it, then recruiting others to sign– fueling the circuit.
Our efforts resulted in a 45% increase in recruit conversion.
We developed hypotheses based on social proofing, anchoring, and social nudging to empower users to chip in for petition advertising.
Our efforts increased paid contributions from petition supporters by 120%.
We identified common mental blockers that prevented users from joining the Change.org membership program.
Our efforts helped Change.org cross the 100,000 active members milestone.
We fostered what we dubbed a growth loop: the cycle of a user signing a petition, then sharing it, then recruiting others to sign– fueling the circuit. We ran tests to see what design updates would strengthen this phenomenon.
Users are more motivated to rally behind an issue when they see significant proof that others are doing the same.
We introduced a user activity feed in one product area, then successfully applied it across the platform to help visualize the movement that stands behind campaigns.
We saw a 46% lift in conversion in our first test, followed by a cumulative 260% lift across follow up rounds.
Users are more motivated to rally behind an issue when they see significant proof that others are doing the same.
We introduced a user activity feed in one product area, then successfully applied it across the platform to help visualize the movement that stands behind campaigns.
We saw a 46% lift in conversion in our first test, followed by a cumulative 260% lift across follow up rounds.
Members want to be appreciated and see the impact of their support.
We served 50% of existing Change.org members personalized member stories content. The remaining 50% received the control experience.
3 months into the test, we saw a 60% reduction in 30-day churn. This was a significant lift in building a sustainable membership program.
We can increase conversion rates by elevating more convenient payment methods.
We redesigned the checkout experience for users chipping in to support petitions. We added one-click payments and redesigned payment buttons.
We saw an 8% increase in conversion.
