Casserole Club

Doing something great with an extra plate

Casserole Club helps volunteers share extra portions of home-cooked food with people in their area who aren’t always able to cook for themselves. They share once a week, once a month, or whenever works best for them.

I worked with FutureGov as a visual designer and frontend developer to make Casserole Club more relevant to volunteer cooks using clear messaging, case studies and improved onboarding.

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Its all about community

From speaking with volunteer cooks and reading their profiles we found many were very active people who wanted to do more in their local community. People thought it was a good idea but we needed to be clearer about how people can get involved and what it meant to be part of Casserole Club.

With this in mind we drafted brand principles for building a clearer, community focussed service and I began work creating a responsive, modular style guide lead by our principles. It was quicker to update the existing non-responsive site and helped the team to picture how the new features might look during the planning process.

We introduced more vibrant colours, photography and illustrations to build a sense of being a part of a greater community. Choosing the playful display typeface Ginger' and imperfect circle crops for the photography helped the service feel more relaxed and informal.

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Helping volunteers identify with the community

Many visitors to the site already know about the project from external sources and simply want to get started. For those that didn't we offered the option to find out more, helping potential volunteer cooks and diners decide wether Casserole Club was right for them. We featured testimonials from people taking part in the project in various situations and emphasised the very personal, secure service we were offering.

People wanted to do more so we linked up existing user journeys, when one task is completed we line up the next or promote getting involved in our community via social media.

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Letting people achieve their goal first time

People come to our site to find someone to share food with but to provide a secure service we have to ask the volunteers for personal information they may not be willing to disclose or have on them in that moment. We also have to ask the user to wait for up to two weeks whilst their information is processed before they can find someone to share food with. The data showed many people making it through the sign up process dropping off at the final security step and this felt like we were wasting people's time.

During this iteration we made it clear what information we require and the sign up process up front. As this wouldn't solve the problem with drop-offs during the 2 week wait so we made it possible to create a list of people they would like to cook for using non identifiable information like interests and favourite foods. This meant volunteers felt they had achieved their goal of finding someone to cook for and simple had to wait to find out when they could share their first meal.

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