Playing For Change - Portal User Research
To improve membership value and retention, we led a comprehensive user research initiative for Playing For Change. Over 1,200 members participated, providing key insights that shaped product improvements, clarified platform priorities, and highlighted motivations for joining. The resulting data informed strategic decisions across content, commerce, and community features.
Survey results
What members told us
Two questionnaires - multiple choice and open-ended - surfaced where the membership delivered, where it fell short, and why people join in the first place.
- Meets needs 72
- Exceeds needs 16
- Doesn't meet needs 12
- Yes 75
- No 22
- Multiple times 3
What we learned
Key Insights
Open-ended responses, read alongside the numbers, pointed to four decisions that shaped the roadmap across content, commerce, and community.
Philanthropy drives membership
The philanthropic aspect of the brand is a key driver of paid membership - the mission, not the merch, is what converts.
A merchandise awareness gap
Low awareness of the shop, more than low intent, held back e-commerce volume.
Discoverability shapes conversion
Platform discoverability - across Facebook, YouTube, Google Ads, and the web - directly impacted conversion.
Modern features lift NPS
A lack of modern, up-to-date features was a limiting factor in NPS scores.
Research that put members first.
By listening at scale, we turned 1,200+ member voices into a clear, prioritized roadmap - aligning content, commerce, and community around what members value most.