Mandai Wildlife Reserve Adopters Portal
As part of Mandai Wildlife Reserve’s commitment to enhance the adoption journey, the Adopters’ Portal is a pilot initiative for an exclusive platform for hosting dedicated digital experiences, offerings and features to keep adopters connected to their adopted animals. It is a microsite which can be scaled for new digital products to enhance the adopters’ experiences.
How might we engage and motivate users to repeatedly gift, adopt and renew their adoptions?
The challenge was to create a product that would:
Provide the adopters an enjoyable ‘post-purchase’ experience that sustains throughout their active year.
Encourage new and existing adopters to gift and/or adopt repeatedly and renew their adoption.
Ensure that the product and its interactions have no adverse impact on the animals being interacted with.
1. User Research and Persona Development
• Conduct Surveys and Interviews: Gather insights from current adopters and potential users to understand their motivations, preferences, and pain points.
• Develop User Personas: Create personas that represent different adopter segments (e.g., families, individuals, schools) to tailor the experience.
2. Portal Features
A. Personalized Dashboard
• Animal Profiles: Provide detailed profiles for each adopted animal, including fun facts, care updates, and live cams, to foster a connection.
• Personal Milestones: Highlight special dates related to the adoption (e.g., anniversaries, birthdays) with personalized messages and reminders.
B. Community Engagement
• Discussion Forums: Create a space for adopters to connect, share experiences, and exchange advice.
• Event Calendar: List upcoming events, webinars, and workshops related to wildlife conservation that adopters can attend.
C. Interactive Content
• Educational Resources: Provide articles, videos, and interactive quizzes related to wildlife conservation and the specific animals they adopted.
D. Gifting and Renewals
• Gift Adoption Options: Allow users to easily gift adoptions to friends and family, including customizable e-cards and messages.
• Renewal Reminders: Implement automated reminders for adoption renewals, highlighting the impact of their support.
E. Feedback Mechanism
• User Surveys: Regularly solicit feedback to continuously improve the portal experience.
Outcome
From our user interviews, 71% wish that there was more engagement and connection to their adopted animals and 51% wanted to feel exclusive from the adopter perks.
Some exclusive features we created for adopters to form a connection with their animals:
An interactive live camera with identification tips.
A detailed timeline of the adoptees life story in chronological order with exclusive updates.
An exclusive video and photo gallery showcasing the adoptees and their daily lives.A suggestion form only for adopters to submit any suggestions on enrichment programmes for their adoptees.
From our stakeholder design workshops, the consensus on the business objective is to reach the untapped market to usher in new adoptions.
Some features we created to generate exposure and enable adopters to spread the word:
Sharing of keeping up photos and videos with non adopters.
Unwrapping gift animation for an enhanced experience receiving a gifted adoption.
Internal advertisements to encourage existing adopters to adopt another animal.
A landing page detailing the exclusive adopters features to entice people to join the programme.
