Streamlining in-app education through a centralized Resource Center

Aiming to enhance the educational experience for admins, we designed a comprehensive resource center in the product intended to serve as the primary launchpad for in-app education. This project was driven by the need to consolidate scattered educational materials into a single, easily accessible location.

Resource Center panel with a search field, a Recommended for you button, how-to guides for Raise more, Track success, Host events, and Connect your tools, and links to the Academy, Help Center, What's new, Share feedback, and Contact Care. — The resource center today: search, a personalized pick, task-based how-to guides, and links out to the Academy and Help Center.

Challenge

Previously, our educational resources were dispersed across various platforms, including the Help Center and Academy. This fragmentation led to significant challenges:

Discoverability issues: Customers struggled to locate necessary resources, often defaulting to Chat support as their first line of inquiry.
Overwhelmed Care team: The dispersion of resources contributed to an increased volume of support cases, resulting in slower response times and negatively impacting our Net Promoter Score (NPS).

The initial design of the resource center aimed to address these issues by incorporating features such as search functionality, video launches, and in-app guides. However, it soon became apparent that the design was not without its flaws, requiring burdensome requests for iteration and inefficient use of space.

Solution

After evaluating the initial feedback, significant revisions were made:

Simplification: We removed unnecessary illustrations to declutter the interface.
Reorganization: Tiles were reorganized to accommodate more content in a user-friendly manner.
Efficiency: The second layer of navigation was replaced with Appcues guides, allowing for faster iterations and control by the Content Design team without needing constant developer support.

Raise more with GoFundMe Pro modal offering three next steps, each with a learn-more button and an action button: activate Intelligent Ask Amounts, start a Studio campaign, and claim a Nonprofit Page. — Each how-to guide opens an Appcues modal that Content Design can update without a developer.

Results

The impact of these changes was profound:

Fewer support cases: Reporting-related Care cases fell 45% year over year in Q4 2023, after the resource center launched, easing the load on our Care team.
Increased engagement: The resource center engaged over 1000 admins per month, indicating a strong user interest in the consolidated educational tools.

Next steps

While the resource center has made considerable strides in improving in-app education, our goal moving forward is to further boost the adoption of these in-app resources. Currently, less than 10% of admins who engage with our resources file a care case within the next 30 days. Our focus will be on enhancing the visibility and utility of these resources to further reduce dependency on direct support and empower our users with the knowledge and tools they need to succeed.