Service + UX/UI Designer
Building a Website for Stroud Commons
In a team of designers working on a new product, we are tasked with developing a website for a local community group called Stroud Commons. The primary purpose of the website is to inform the local community about Stroud Commons, attract potential investors, and recruit volunteers.
The Story
Stroud Commons is a local community project with a bold vision. The Stroud Commons group aims to develop an alternative economy and investment system where funds are invested locally for the benefit of the community. Their philosophy is rooted in the Ostrom Principles, emphasiing collective governance and sustainable resource management.
Research and Analysis
Competitive Analysis
The competitive analysis was divided into three distinct sections: volunteering, investment, and other websites promoting the commons philosophy. I was briefed to work on competitive analysis of websites with a similar aim to recruit volunteers. I also looked into other websites promoting the commons philosophy, such as "Grassroots Economics', to gain insights and inspiration for our project.
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In the findings from these volunteering sites, several key elements stood out. These sites made effective use of imagery, showcasing happy volunteers engaged in various tasks. Sign-up processes were streamlined and user-friendly, with clear call-to-action buttons prompting visitors to volunteer or join the mailing list. These websites also featured videos and written testimonials from volunteers of their positive experience. They emphasised the social aspect of volunteering, highlighting how participants can make new friends and connect with like-minded individuals. For instance, activist sites like 'Extinction Rebellion' enticed volunteers to join a group working toward a common goal, delivering a strong and clear message of collective action. Most websites also outlined the variety of volunteering opportunities available.
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In other websites with a similar philosophy to Stroud Commons, their competitors utilised promotional videos and interviews to explain the commons economic set up. Additionally, they employed infographics and illustrations to visually communicate their ethos.
User Interviews, User Personas and Choosing a Main Persona
The user personas were crafted to be as realistic as possible, drawing inspiration from interviews with Stroud residents. After deliberation, the team agreed that the primary focus should initially be on attracting investors. Consequently, the development of the main persona for the website was driven by this priority.
Design
As Stroud Commons is a new concept in the community, the team decided that creating a prototype for testing would be the next step. The user flows were divided into three distinct journeys: information, investment, and volunteering.
The project manager also suggested experimenting with branding, logos, design styles, and the use of colour palettes. The team favoured incorporating photographs into the design; potentially supplemented with a mix of infographics.
I outlined a straightforward plan for the information architecture, focusing on organising content logically and intuitively. The investment section has now been developed in greater detail, refining its structure and content.
Using Stark in Figma, our team checked the screens for accessibility. We then experimented with various screen designs to optimise user experience.
During discussions, the team considered using a video to explain the commons philosophy, incorporating graphics for clarity. A potential collaboration with media university students was also suggested as a way to explore this idea further.