What features could Change.org add to its mobile app to increase user engagement with ongoing campaigns?

Introduction

To increase user engagement with ongoing campaigns on Change.org's mobile app, we need to focus on enhancing features that drive user interaction and commitment to causes. I'll approach this challenge by first understanding our users and their pain points, then generating and prioritizing solutions that align with Change.org's mission and user needs.

Step 1

Clarifying Questions (5 mins)

• Looking at Change.org's position as a leading platform for online petitions, I'm curious about the current user engagement metrics. Could you share what percentage of users who sign a petition take further action, such as sharing or donating?

Why it matters: This helps us understand the current engagement funnel and identify where we're losing users. Expected answer: Around 20% of users who sign a petition take additional actions. Impact on approach: If low, we'd focus on features that encourage post-signature engagement. If high, we'd look at expanding the types of actions available.

• Considering the mobile-first approach of many users, I'm wondering about the cross-platform behavior. What percentage of our users primarily use the mobile app versus the website?

Why it matters: This informs whether we should prioritize mobile-specific features or focus on cross-platform consistency. Expected answer: 60% of our active users primarily use the mobile app. Impact on approach: A high percentage would justify investing in mobile-exclusive features, while a more even split might suggest focusing on features that work well across platforms.

• Given the rapidly changing nature of social causes, I'm interested in understanding the lifecycle of campaigns on Change.org. What's the average duration of an active campaign, and how does user engagement typically change over this period?

Why it matters: This helps us identify critical points in a campaign's lifecycle where we can intervene to boost engagement. Expected answer: Average campaign duration is 3 months, with engagement peaking in the first week and declining thereafter. Impact on approach: If engagement drops off quickly, we'd focus on features that sustain interest over time. If it remains steady, we might look at ways to accelerate campaign progress.

• Considering Change.org's unique position in the activism space, I'm curious about our competitive landscape. Are there any emerging platforms or trends in digital activism that are influencing user expectations or behavior?

Why it matters: This helps us stay ahead of market trends and user expectations. Expected answer: There's a growing trend towards micro-activism and real-time impact tracking on social media platforms. Impact on approach: We might consider integrating more real-time updates or micro-action features to meet evolving user expectations.