How would you improve the search for charities on Bing?

Introduction

Improving the search for charities on Bing is a crucial task that can significantly impact both users seeking to support causes and the charitable organizations themselves. I'll approach this challenge by first clarifying the current state and goals, then analyzing user segments and pain points, before proposing and evaluating solutions. Let's dive in.

Step 1

Clarifying Questions (5 mins)

• What are the current key features of Bing's charity search?

Why this matters: Understanding existing functionality helps identify improvement areas. Hypothetical answer: Basic keyword search, charity profiles, and donation links. Impact: Guides focus on enhancing or adding features.

• What are the primary user complaints or feedback about the current charity search?

Why this matters: Identifies immediate pain points to address. Hypothetical answer: Difficulty finding local charities, lack of transparency in charity financials. Impact: Prioritizes user-centric improvements.

• How does Bing's charity search compare to competitors like Google or specialized charity databases?

Why this matters: Benchmarks performance and identifies competitive advantages. Hypothetical answer: Less comprehensive than specialized databases, similar to Google but with fewer advanced filters. Impact: Informs strategy to differentiate and improve relative to competitors.

• What are Bing's key performance indicators (KPIs) for the charity search feature?

Why this matters: Aligns improvements with business goals. Hypothetical answer: User engagement, search accuracy, and click-through rates to charity websites. Impact: Ensures proposed solutions contribute to measurable success metrics.

Based on these hypothetical answers, I'll assume that Bing's charity search is functional but basic, with room for improvement in user experience, local search capabilities, and detailed charity information. The goal is to enhance these areas while improving key metrics like engagement and accuracy.