CDIP 36 - Community Development Portal Market Research

[annaalexakr]

Title: Portal Market Research

Lead: @lesamone, @twblack88

Adviser: @annaalexakr

Proposal abstract: A Market Research Campaign to help identify who the MakerDAO community is, what their needs are, and their experience on the Portal. This information will improve user experience, increase retention, and provide content/UX layout direction.

Process:

1. Content audit
2. The Messaging team and I will brainstorm the current community members, and create a list of important questions to ask about their experience.
3. We finalize DAI-ers Personas questions, and Tim Black and I will create a Typeform survey.
4. We are aiming for answers of 30 community portal visitors + potential visitors in the following three personas: Crypto-Curious-Converts, Potential Community Members, Pre-Governance Participants, Potential uncovered 4th group
5. We will source the interview candidates from: The Forum + Reddit, @MakerDao Twitter followers, Interest Groups, DeFi Discords, Telegram, Dm-ing active community members that tweet about makerDAO

Deliverables:

1. Typeform results
2. Presentation with slides that represent the needs and drivers of each DAI-er’s Personas, and a Current and Ideal Dai-er Journey Map: a. Mock example of Dai-ers Personas b. Mock example of the Dai-ers Journey on slides 2 + 3
3. Suggestions for a SMART-Goal based user-centric Content Calendar for Q1 2021. Mock Calendar

Benefits:

• By focusing just on what the Dai-er needs to hear, at the right step of their journey, the Maker Community can use data as a baseline to create an ideal content journey for each important Dai-er Persona.
• Discovering which content assets are most relevant and least relevant to all community members can provide a map to fix content gaps.
• Directly asking what the community members want to see more or less, in which content format creates a clear roadmap of which content to update, reevaluate, or retire.
• This CDIP is the core that will inform the following strategies: Content Strategy, SEO Strategy, Social Strategy, Website Strategy, Voice
• Mitigate content shock (information overload) for new users.
• Once personas and journeys are known, the complex MakerDAO Marketing Questionnaire can be replaced with a few simple lines at the top of their submitted content assets.

Estimated time to completion: 2 - 4 weeks. Week 1 - finalize questions Week 2 - find appropriate users to send the survey Week 3 - await answers Week 4 - create and present DAI-er’s Personas

Availability status: Lesa is available up to 20 hours per week.

Relevant Skills/Qualifications: Lesa’s LinkedIn

Link to proposal

[annaalexakr]

Feedback:

• 1-7 scale for knowledge - what do the values correspond to? (Scale 0-10)
• How do we know that the people who answer the questions fit into the three outlined persona’s: Crypto-Curious-Converts, Potential Community Members, Pre-Governance Participants, Potential uncovered 4th group
• Avoiding leading questions to avoid pinning people into pre-defined personas, leaving room for answers to shape the findings.

[annaalexakr]

This passed November 9, 2020 with 4/5 votes for Yes (1/5 Abstaining)

[annaalexakr]

Final report delivered by Lesa and presented on Community Development Stand Up