UX Research and Design at Rise First

UX RESEARCH & DESIGN FELLOWSHIP

Empowering First Generation, Low Income (FGLI) Students at Rise First Chriselle Co | DES 505-02

Abstract This study explores the personal, professional, and financial needs of first generation, low income (FGLI) students to enable higher success and close the achievement gap compared to high-income students.

By partnering with Rise First as a UX Research and Design fellow, the steps to enable higher success for more FGLI students are focused on the Design Thinking methodology (empathize, define, iterate, prototype, and test). Six personas, a storyboard, and a journey map were built out to empathize with the FGLI students’ challenges. A survey, four stakeholder interviews, and five user interviews were conducted for user research. Three hypotheses were explored and two iterations of prototypes were tested before launching. By working with managers and engineers, the new website design is easier to navigate and brings in a sense of belonging to ultimately opportune FGLI students to higher success.

Table of Contents

1

Introduction

2

Research

1.1 Project Introduction 1.2 Problem/Purpose Statement 1.3 Delimitations 1.4 Assumptions 1.5 Possible Hypotheses 1.6 Definition of Terms 1.7 Chapter Conclusion

2.1 Research Methodologies 2.2 Personas 2.3 Journey Map 2.4 Panel of Experts 2.5 Resources 2.6 Analysis 2.7 Design Guide 2.8 Chapter Conclusion

3

Method of Procedure

4

Assessment

5

Appendix

3.1 Introduction to Design Solution 3.2 Design Solution Exploration 3.3 Storyboard 3.4 Design Solution Inspiration 3.5 Comparative Analysis 3.6 Mapping Matrix 3.7 Solution Matrix 3.8. PERT Chart 3.9 Early Iterations 3.10 Final Design 3.11 Chapter Conclusion

4.1 Assessment Introduction 4.2 Feedback 4.3 Evaluation 4.4 Future Goals 4.5 Chapter Conclusion

5.1 Survey Questions 5.2 Stakeholder Questions 5.3 Bibliography

1

Introduction to UX Research & Design Case Study @ Rise First

Project Introduction

1.1

Rise First’s Mission Rise First’s mission is to empower first-generation, low income (FGLI) students and professionals nationwide to achieve their full potential by providing life and career advice, lists of resources, and mentorship opportunities through all curated through a website database.

Importance of Study About 4.2MM students in the U.S. may be considered first-generation, low-income college students. Only 9% of them will earn a bachelor’s degree by age 24, compared to 77% from high-income families (Brookings).

Highlighted on their website, the achievement gap between high-income families to first-generation, low-income families is significant high. Working towards lowering this achievement gap is critical to building success for marginalized communities.

1.2

Problem & Purpose Statement

Problem Statement Rise First website is loaded with useful information, but the current navigation and/or content may not optimally support FGLI students and professionals from receiving their needed career advice, resources, or mentorship opportunities.

Purpose Statement By researching and interviewing FGLI students, the Rise First team could gain a better understanding of how users could better navigate the website and build content that speak to their needs and interests.

Delimitations

Delimitations The purpose of this study is to understand the needs and expectations of FGLI students and professionals in order to redesign the website to fulfill their needs of resources and mentorship.

Research will include surveys and user interviews that will be distributed among FGLI students that are current and potential users of Rise First.

The result of the study will allow the Rise First team to gain empathy and understanding of their current and potential users and apply the knowledge to update the Rise First website. The general goal is to develop a visually appealing and organized website with content that is engaging and interactive, best suited for the needs of FGLI students.

1.3

1.4

Assumptions

Assumptions 1

2

3

4

People who have interest in Rise First are FGLI students, professionals, and community members.

Rise First offers valuable resources and opportunities that leverage FGLI’s career and in the past has already proven true.

Performing user testing research would better determine where the website could be improved.

Redesigning the website that will target the interests of FGLI students would add to the success of Rise First and the trajectory of the FGLI student’s futures.

Possible Hypotheses

Possible Hypotheses 1

2

3

Performing usability tests to find out where students lose interest or attention while using the full website to see areas of improvement.

To improve navigation, redesigning the navigation bar and re-frame the organization of the homepage to improve user experience.

Cater design that will engage and add a sense of community particularly targeting the FGLI students.

1.5

1.6

Definitions of Terms

FGLI Stands for first-generation, low income. A student whose parent(s) did not complete a four-year college or university degree. Some first-generation students come from low-income households. Some are students of color, children of immigrant parents and others are working-class white students (Marquette.)

UX Design Stands for user experience design. “User experience” encompasses all aspects of the end-user’s interaction with the company, its services, and its products (NNgroup.)

Achievement Gap Achievement gaps occur when one group of students (e.g., students grouped by race/ethnicity, gender) outperforms another group and the difference in average scores for the two groups is statistically significant (i.e., larger than the margin of error) (NAEP.)

Chapter Conclusion

Chapter One Conclusion This chapter covers the significance of the achievement gap between high-income families to first-generation low income families, introduces Rise First mission, the problem concerning Rise First’s website, the possible hypotheses to solve usability issues, and the scope of project.

1.7

2

Resources, References, & Research

Research Methodologies Research Methodologies Various research and design methodologies were used to understand the high percentage achievement gap, explore the needs of FGLI students, compare similar organizations that support FGLI students, analyze Rise First reports, and improve the user experience of Rise First’s website.

Research methodologies includes: • Personas/Scenarios • Story Boarding • Journey Map • Comparative Analysis • Mapping Matrix • Surveys • Heuristic Evaluation • User testing and observations • Stakeholder Interviews • Wireframing • Prototyping

2.1

2.2

Personas

Personas 6 personas were made to empathize with FGLI students, professionals, and community. These personas range from an 18 year old graduating high school going to community college to a 29 year old professional wanting to give back.

Eva

Prof.

Jordan

Victor

Omar

Isabel

Kristy

Journey Map

2.3

8 AM 10 AM 12 PM 2 PM 4 PM 6 PM 8 PM 10 PM Kristy

Omar

Eva

Prof.

Jordan

Victor

Journey Map With the six personas, the daily activities were listed out to understand certain pain points users may feel throughout their every day life. This is to understand how Rise First could be of help to their certain needs.

Isabel

2.4

Panel of Experts

Cindy Rentala

Ramune Bartuskaite

Jesse Cui

Ben Swofford

Founder & Chief Executive Officer

Chief Technology Officer

Chief Creative Director

UX Specialist

Panel of Experts In close communication with panel of experts to stay focused on UX goals and Rise First’s mission.

Cindy, Ramune, and Jesse are chiefs from Rise First and Ben is from FourFront (an SEO company partnered with Rise First.)

Resources

2.5

Resources Analyzed and referred back to 3 main documents while researching and designing.

Market Research

The action or activity of gathering information about consumers’ needs and preferences.

Analytics Report

Business report that uses qualitative and quantitative company data to analyze as well as evaluate a business strategy or process while empowering employees to make data-driven decisions based on evidence and analytics

Style Guide

A set of standards for the writing, formatting and design of documents.

Market Research

Analytics Report

Style Guide

2.6

Analysis

Market Research Findings Background

• Survey with 137 participants • FGLI unmet needs and Rise First recommendations/efforts

Translating research into project

• Understanding Rise First goals for the website • Performing usability tests to see if users hit these goals that line up with their need and interests • Finding any opportunity of improvement

Analytics Report Findings Background

• Monthly reports, history dates back from 2019 to present • Website reaches to thousands of users, 25% returning users

Translating research into project

• While performing usability tests, understand what fulfills FGLI needs and interests and what is confusing/not working.

• Test designs in hopes of increasing the percentage of returning users.

Survey Findings Background

• Survey with 1500 participants • Demographics, how they find and utilize resources, what type of resources are valuable or applicable to their needs.

Translating research into project

• Top three places where FGLI students/ professionals find resources is through social media, search engine, and organizational website • Top preferences/motivations when utilizing a resource is when it is easy to access online and relevant to their current needs.

• Financial support is ranked as their highest need of support compared to academic and professional.

2.7

Design Guide

Efficiency Lessening user task flows and adding visual assets to easily digest information

Credibility Enhancing branding identity and adding testimonials, photos, and partnerships

Content/Communication Recent and up-to-date content engages users and keeps them coming back

Chapter Conclusion

Chapter Two Conclusion Chapter two covers research needed to understand Rise First as a company and their users. Personas and journey map were created for empathy exercises and reports on Rise First were analyzed. Panel of experts are included.

2.7

3

Method of Procedure

Introduction to Design Solution

Rationale to solution To cater to the target audience which is FGLI students and professionals from ages 16 to 24, the design solution I focused on is the redesign on the Rise First’s home page. Five stakeholder meetings and five user interviews are in the works. Usability testing and feedback drive the final design solution.

After receiving 1500 survey responses, an additional solution I’m proposing is a marketing campaign for the emails we gathered. This way, we could reach new FGLI students and professionals directly promoting Rise First.

3.1

3.2

Design Solution Exploration

Design Solution Explorations First solution

My initial solution was to redesign the homepage to engage and add a sense of community particularly targeting the FGLI students. After my meeting with the CEO, photos and videos may be limited and a new solution presented itself more important, which was my second hypothesis.

Second solution

I am proposing to redesigning the navigation bar and re-frame the organization of the homepage to improve user experience. By talking to the web team, I will see how feasible it would be to add a section of relevant content on the home page.

Storyboard

3.3

Andrew is a FGLI student that feels stumped about his future and doesn’t know where to turn to.

He brushes it off.

He catches up with an old classmate who seems to be doing well and brings up Rise First.

When he gets home, he checks out Rise First’s website to find out what they’re about, but quickly loses interest.

He chats with a new friend and somehow the convrsation leads to Rise First again.

They both check out the new website redesign and found interest in some of their resources.

Andrew was awarded with a scholarship and got involved with the Rise First community.

3.4

Design Solution Inspiration

Inspiration Design inspiration and resources saved on Instagram under a folder for future references.

Saving user interface inspiration

• Finding ways to incorporate good design that will fit the needs of FGLI students and professionals.

Adding moments of delight • Interested in interaction design and how that might translate to cater FGLI students needs.

Empathizing with more FGLI students and professionals • Building relationships and listening to FGLI students needs when finding academic and financial resources.

Comparative Analysis

3.5

Comparative Analysis 6 other non-profit organizations that serve FGLI students. 3 main organizations were evaluated. Most of these organizations below have been established for about a decade. Their statistics are from their website.

Posse

• Posse Scholars graduate at a rate of 90%, compared to the 59% nationwide.

• Posse’s partner colleges have awarded $1.5 billion in scholarships to Posse Scholars.

College Possible

• 98% of college students are admitted to college

One Goal

• 12,500 Fellows

Rise First

• Start-up company established two years ago, about 2,000 participants

3.6

Mapping Matrix

Most in community & resources

Successful website design

Least effective website design

Least in community & resources

Rise First’s Placement Though Rise First is at the lower end of the spectrum, the company is only two years in with much room for growth. Other “competitors” are not necessarily competitors because Rise First is a non-profit.

Their mission is to empower first-generation low-income students, but they cannot enable them alone. Nevertheless, the FGLI similar non-profit companies were evaluated for figuring out Rise First’s competitive advantage, which was that Rise First was “built by and made for FGLI students and professionals.”

Solution Matrix

Home page redesign

Email campaign

3.7 Poster design

FGLI students (ages 16-24)

FGLI professionals (ages 22-35)

Partnerships (colleges)

Solution Matrix Three different design solutions were explored when finalizing the designs. Ranked from most to least useful, the home page, email campaign, and poster design were explored.

Key Least useful

Home page redesign

• Organic reach of new users, about 2.4k impressions a day.

Email campaign

• Involved Rise First participants

Poster design

• For outreach efforts when events are in person again

Most useful

PERT Chart

3.8

Program Evaluation Review Technique This presents a timeline of tasks throughout the Spring semester. User research is still in progress.

Paper Prototypes Explored different information hierarchies and ways to incorporate branding.

Low Fidelity Wireframes In this wireframe, the tagline and subpoints is separated as the forefront page from Rise First’s mission and the curated resources they offer. Infographics will make information easy to digest.

3.9

Early Iterations Prior home page redesigns

After meeting with the CEO and chiefs, I focused on a few items which was understanding the top curated resources they offer, adding visibility to the newsletter, and what sets them apart from other FGLI companies.

home

about

OVER 1,200 CURATED RESOURCES TO ENABLE FIRST-GENERATION, LOW-INCOME SUCCESS

resources

get involved

learn contact

inspiration Search

!

Empowering first-generation, low-income (FGLI) students and professionals nationwide CURATED RESOURCES TO ENABLE YOUR SUCCESS SUCCESS ROADMAP

SCHOLARSHIPS

ALL RESOURCES

An online community for first-generation achievement WE ARE NOW OFFERING CONSOLIDATED RESOURCES TO HELP RELIEVE COVID-19 IMPACTS AS WELL AS A BLOG HIGHLIGHTING THE STORIES OF COVID-19 IMPACT ON FGLI STUDENTS. CLICK BELOW FOR MORE INFORMATION.

COVID-19 STUDENT RESOURCES

About 4.2MM students in the U.S. may be considered firstgeneration, low-income college students. (Source)

COVID-19 STUDENT BLOGS

Only 9% of them will earn a bachelor’s degree by age 24, compared to 77% from highincome families. (Source)

The achievement gap often stems from lacking professional and social capital in their academic and professional journeys.

We need to work together as a community to close the achievement gap and support our future leaders.

At Rise First, we are a committed team of first-generation students and professionals working with our founder, Cindy Rentala, to develop a comprehensive online platform that empowers first-generation, low-income (FGLI) students and professionals. We aim to consolidate nationwide programs and resources that meet the needs of FGLI students. We hope that our curated resource center can serve as the first place students look when they need help and support to succeed in higher education and beyond.

Our goal is not only to democratize information but also to improve access for all FGLI students nationwide.

Using web/mobile technologies, we plan to build a robust online community with a focus on first-generation news, events, blogs, forums, and more importantly career-related topics including job search, networking and mentorship.

We invite you to join us in this movement. Together, we will ensure that every FGLI student is able to achieve their fullest potential.

FIND RESOURCES

LEARN ABOUT COLLEGE SUCCESS

!

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Current home page

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Iteration 1

Iteration 2

Final Design

Accessibility Used Colorable.com to test if the contrast of colors passes. Chose legible fonts and font sizes and colors of text mindful of accessibility.

Minimizing user task flow Added a hover state to add a short description of the curated resources, so users would know upfront what each resource is without going onto the next page.

Storyline Maintained the storyline of the home page which presents who Rise First is, what they offer, and why.

Newsletter’s sign up visibility After meeting with the CEO and chiefs, one of their main assets at Rise First is their newsletter that updates FGLI students new opportunities. On the homepage, it’s towards the bottom of the page, so a main task for the redesign is to add visibility to it.

Visual/branding assets Incorporated more of the branding colors into the home page to add a younger and lively touch.

Played with scale to create an infographic that makes information easy to read.

3.10

Responsive design Scaled down the home page to fit from desktop to phone screen. SEO data presents that about a fourth of users come from mobile.

Chapter Conclusion

Chapter Three Conclusion This chapter provides insight of the design solutions, a storyboard of a returning user browsing the updated website, design solution inspiration, comparative analysis, mapping matrix, and PERT chart.

View the full prototype: https://www.figma.com/ file/1ObDD0z8r3rB0c5Hmkekeg/Rise-FirstHome-Page?node-id=0%3A1

3.11

4

Assessment

Assessment Introduction

Introduction This chapter will assess the project as a whole.

Many steps were involved throughout this project. This is a reflective chapter on the progress I made for my project and the next steps. The panel of experts will be reintroduced and shown will be their feedback.

4.1

4.2

Feedback

“Chriselle asked such great questions. Thank you for taking the time to understand deeply about Rise First’s mission.”

Cindy Rentala

“The home page redesign improves Rise First’s storyline of who we are, what we offer, and why.”

Founder & Chief Executive Officer

Ramune Bartuskaite Chief Creative Director

“Thank you for your hard work.

It was a pleasure collaborating.”

Angela Zhang

“You have great data and insights. This is professional work and could make a great impact for the team.”

Chief Marketing Officer

Ben Swofford UX Specialist

Evaluation

4.3

UX Research process

UX Design process

• Learned how to test my assumptions and develop non-bias questions • Figure out what questions are appropriate for survey vs. user interviews • Leading structured stakeholder meetings

• Presenting ideas to stakeholders, elaborating on decision making for designs • Enhance the storyline of Rise First: who they are, what they offer, and why

4.4

Future Goals

Future goals A couple of tasks still need to be completed for this project, since the timeline of my fellowship did not completely match up to my Capstone project timeline.

User interviews

• Exploratory questions, card sorting, usability testing on current website and prototype (4 part) • 10 user interviews (various ages and backgrounds) • Possibly any changes on the prototype

Email Campaign

• Sending out email to the 1500 survey respondents that included their email to promote Rise First’s platform

Speaking to engineer team about designs • To implement the home page redesign into the website, I still need to talk to the engineer team to see what is feasible.

Portfolio

• Create a portfolio piece that brings out high-level insights of this project

Conclusion

Chapter Four Conclusion This chapter covers the final outcomes of this UX research and design project. The feedback I received from the panel of experts, what I learned, and my future goals for this project.

4.5

5

Appendix

5.1

Survey Questions

Q1: What’s your age range?

Under 18 18 - 23 24 - 29 30 - 35 35+ Q2: What is your race or ethnicity (Select one or more): White Black or African American Asian Native Hawaiian or Pacific Islander American Indian or Alaska Native Hispanic, Latino, or Spanish origin Middle Eastern or North African Q3: Are you a first generation and/or a low income student?

First generation only Low income only Both first generation and low income None of the above Q4: What is your academic level?

Graduated or currently attending high school Graduated or currently attending community college Graduated or currently attending 4 year university Graduated or currently attending master’s degree or above Dropped out Q5: Have you gotten financial assistance as a FGLI student? (Select one or more) Grants (FAFSA, CALgrant) Scholarships from university Scholarships from outside source (like non-profit organizations, fellowships) Family members Other N/A

Q6: What organizations have assisted your financial or academic needs as a FGLI student? (or n/a): Q7 Rate your priorities for your need of support (1=biggest priority; 6=least priority): 1 Recruitment support 2 Financial wellness 3 Mentorship/Career advisory 4 Resume writing/review 5 Networking opportunities 6 Interview preparation

Q8 Would you be available to have a 30 minute interview around FGLI students needs/opportunities and Rise First’s website?

Sign me up! Dropping my email: Sorry, I’m unavailable.

Stakeholder Questions

5.2

Q1: How would you describe the organization in your own words?

Q9: Could you provide examples of success stories as a user at this organization?

Q2: Can you tell us more about the history and development of the organization?

Q10: What were your 2020 goals and how did your goals work or not work last year?

Q3: Are there any ways in which the organization has changed or evolved over time?

Q11: What are your 2021 goals?

Q4: How has the organization differentiated themselves from other competitors?

Q12: What sources of inspiration do you have for the website?

Q5: How would you describe your audience?

Q13: What do you think is the most important information you have on the website?

Q6: In what ways have your audience got involved/utilized this organization?

Q14: Is there any part of the website that you think needs the most improvement?

Q7: How do you stay in touch and in-tune with your audience?

Q8: How is success defined in this organization/ what does success look like?

5.3

Bibliography

Bassett, Becca Spindel. “Big Enough to Bother Them? When Low-Income, First-Generation Students Seek Help From Support Programs.” Journal of College Student Development 62.1 (2021): 19-36. Web. Burton, Damali. Empowering Low-Income, First Generation Students To and Through College (2016).

Web. Hébert, Thomas P. “An Examination of High-Achieving First-Generation College Students From LowIncome Backgrounds.” The Gifted Child Quarterly 62.1 (2018): 96-110. Web. Kezar, Adrianna, Hypolite, Liane, and Kitchen, Joseph A. “Career Self-Efficacy: A Mixed-Methods Study of an Underexplored Research Area for First-Generation, Low-Income, and Underrepresented College Students in a Comprehensive College Transition Program.” The American Behavioral Scientist (Beverly Hills) 64.3 (2020): 298-324. Web. Landers, Kerry H. Postsecondary Education for First-Generation and Low-Income Students in the Ivy League. Cham: Springer International AG, 2017. Web. Martin, Georgianna L. “”Tightly Wound Rubber Bands”: Exploring the College Experiences of LowIncome, First-Generation White Students.” Journal of Student Affairs Research and Practice 52.3 (2015): 275-86. Web. Mitchall, Allison M, and Jaeger, Audrey J. “Parental Influences on Low-Income, First-Generation Students’ Motivation on the Path to College.” The Journal of Higher Education (Columbus) 89.4 (2018): 582-609.

Web. Parks-Yancy, Rochelle. “Interactions Into Opportunities: Career Management for Low-Income, FirstGeneration African American College Students.” Journal of College Student Development 53.4 (2012): 510-23. Web. Provitera-McGlynn, Angela. Envisioning Equity: Educating and Graduating Low-income, First-generation, and Minority College Students. Madison, Wis.: Atwood Pub., 2011. Print.

Richards, Bedelia Nicola. “Help-Seeking Behaviors as Cultural Capital: Cultural Guides and the Transition from High School to College among Low-Income First Generation Students.” Social Problems (Berkeley, Calif.) (2020): Social Problems (Berkeley, Calif.), 2020-06-28. Web. Rondini, Ashley C. “Healing the Hidden Injuries of Class? Redemption Narratives, Aspirational Proxies, and Parents of Low-Income, First-Generation College Students.” Sociological Forum (Randolph, N.J.) 31.1 (2016): 96-116. Web.

UX RESEARCH & DESIGN FELLOWSHIP

Empowering First Generation, Low Income (FGLI) Students at Rise First Chriselle Co | DES 505-02