While at Salesforce, I led a strategy and design engagement to create new web experiences for The Girl Scouts of America. This vision was to re-engage with former volunteers and alumni to once again become part of the movement. Like many associations, the Girl Scouts saw a decrease in membership, as well as volunteers to lead troops, which created a severe limitation on the association.

They also saw large decreases in Girl Scout alumni engagement. The association strategized that if the trend continued, the future of the association would be in jeopardy.

We came into the project and started focusing on research interviews with SMEs, volunteers, former volunteers and alumni to understand how the association could stem the losses.  From there, we created personas and journeys for both Alumni and Volunteers, and then conducted a series of workshops with key stakeholders within the association, including with the Girl Scouts C-level executive team. 

We then concepted and designed these experiences and provided the Girl Scouts with a framework and playbook to execute the creation got these experiences with their internal development team.