RESULTS
RESULTS
SOLUTION EVOLUTION
SOLUTION EVOLUTION
Trust is the cornerstone of every strong relationship
With indicators of trust falling across our nation, building trust and engagement is no easy task, especially in a digital environment. In order to reach and serve more of the 12 million young adults personally affected by the Opportunity Divide, our website (YearUp.org) must effectively communicate what Year Up is, establish trust in the services and outcomes we provide, and encourage prospective student engagement.
Objective
Increase trust regarding the lifechanging impact that Year Up can have on a young adult's life after their first visit to yearup.org, thereby increasing prospective student lead conversion.
More than 12 million young people lack access to living wage careers. This Opportunity Divide affects young adults who are who are not in school, not working, or, sidelined into low-wage, low-growth, and low-stability jobs. Learn more about Year Up and the Opportunity Divide >>
Why
Solution Evolution
Context
76
Of website visitors visit YearUp.org from a mobile device
%
104
Prospective student survey comments related to confusion or a lack of trust
This seems
too good to
be true
- Prospective student survey response, referring to the Year Up program
Ah-Ha! Moment
Build trust with trusted sources
Upon asking our student demographic to identify content that helped them trust our organization and become motivated to apply (from over 14 different types of content) we discovered that outcomes, data, and logos from the Fortune 500 companies we partner with were critical for building trust in our organization
Original
Results
Original
None
Of the research participants could correctly describe what Year Up was in their first visit to the website
Website 2.0
100
Of the research participants that correctly defined Year Up within 22 seconds
%
Simplified Experience
14
4
pages
pages
All 4 pages within the student journey on our website contain content that builds trust and motivation. Before, students could not find this content because it was located across 14 website pages.
Website 2.0 (current)
Website 2.0 (future)
Increase in Engagement
60
Research participants that could demonstrate how to apply on first visit
Original
%
100
Research participants that selected "Apply" or "Request Info" on first visit
Outcomes
%
WATCH THE TOOL IN ACTION
Behind-the-Scenes
Every great transformation comes with incredible highs, uncomfortable moments, failed hypothesis, and banding together as a cross-functional team to overcome challenges. Here are some of our most memorable moments that contributed to this solution
