Identifying Opportunities in Digital Relationships for Global Non-Profit

This case study discusses my work as UX Lead for a global non-profit client whose aim is to set standards for sustainable fishing and ending overfishing around the world.

Improving Stakeholders Experience with Data

This project was original commissioned to explore two big ideas. Firstly, the objectives of this non-profit is achieved by ensuring that seafood products sold in stores are increasingly produced from Fisheries with their own sustainable certification. It is uniquely positioned as it has relationships with multiple stakeholders from ‘bait-to-plate’, allowing it to connect commercial demand with opportunities for certified producers. It was believed connecting datasets from each stakeholder-responsible business area and making it easy to discover insights, would have significant impact.

Secondly, this non-profit invests time in building relationships with commercial providers to maximise the value of certified stock. We identified that streamlining the administrative and information gathering processes could make a significant impact in terms of time-efficiency. A new client platform could giving easy access to the right information and streamline processes to aid with retention and brand protection.

Responding to Changing Situations

This client project was caught up in the closure of a large digital transformation company I worked for. Along with the Chief Experience Officer I was asked to complete the next phase of the project as independent contractors. Furthermore, midway through the project the non-profit shared their intention to strategically re-structure their current digital team and focus on digital comms. Realising there was little appetite for a digital transformation project on the scale we had intended, and not wanting to loose the project or work we had undertake, we re-negotiated a scaled-back scope.

We were asked to:

• Explore how the stakeholder digital experience could be improved via the introduction of new systems, interfaces or portals.
• We were to use detailed experience mapping of the relevant user groups to identify opportunities
• Use the experience maps to support the rollout and assessment of an ongoing CRM build project.

What I did:

• I co-defined and facilitated two full-day whiteboard discovery workshops with nine senior cross-departmental employees
• Synthesised the information from the workshop into seven experience maps (CABs, Large Fisheries, Chain of Custody, Consumers, Journalists, Academics, NGOs) in Sketch@
• engaged with non-profit to iterate the outputs including zoom calls and a third and final collaborative workshop
• Finally, I delivered my findings to senior management.

Facilitating Mapping Workshops

The workshops aimed to outline each stakeholder’s relationship with the non-profit, its data, content, and people over time. This would highlight opportunities aligned with the project’s initial objectives. We divided the seven mapping activities between the two workshops, addressing the most complex first.

The initial session started with small groups, organized by stakeholder specialization, creating posters detailing needs, data, and potential challenges. We referred to these posters while mapping each stakeholder’s journey. All participants were involved in the mapping exercise, and we documented each completed map with photographs.

Once all the maps were complete, we revisited the initial poster exercise and brainstormed speculative digital tools that could address each stakeholder’s opportunities.