Rotary International


  • Rotary International
  • Challenge

    Rotary International’s platform for club management needed an update, but the organization had limited information on how it was actually being used by members.

  • Solution

    Validate Rotary’s assumptions about the platform’s utility to members by conducting an in-depth, multi-method user research effort.

  • Results

    A strategic plan for the MyRotary redesign, with insights on how to improve the product’s UX based on research of over 3,400 Rotarians around the world.

Usability: the universal language. Rotary International’s online community management platform, called MyRotary, was a few years old and in need of an update. The organization had an idea of what needed changing, but was interested in going beyond a simple redesign; they wanted to find out how well the product was working (and where it was falling short) from the real experts: Rotarians themselves. We worked with Rotary to conduct a research effort focused on breadth and depth — employing a variety of research methods to find out what over 3,400 Rotarians around the world wanted, and needed, from MyRotary. But what good is research without analysis? Next, we had to figure out how to turn that data into a comprehensive strategic plan that Rotary could use to realize the platform’s true potential.

  • Collaboration Visioning Workshop

    As a precursor to the research phase of the project, we led an all-hands visioning workshop to hear from people across the Rotary organization. We wanted to gain an in-depth understanding of the business processes around the MyRotary platform, and by seeking out diverse perspectives, we started our research thoroughly aligned with Rotary and their goals.

  • The core research team worked with Rotary stakeholders to define a vision statement to test through a set of international research methodologies.
  • User Experience Qualitative + Quantitative

    We investigated Rotary’s assumptions about the way the platform is currently used by getting the broadest possible feedback from Rotarians. We designed a research plan that combined an assortment of research methods — treejack testing, interviews, moderated usability tests, and a survey — with a variety of participants, for a holistic view of the platform’s challenges. We also took advantage of Rotary’s global reach by conducting research in multiple languages, with users in over a dozen countries who held a variety of roles in their local clubs.

  • In addition to an international member survey and navigation studies, the research team conducted moderated usability tests and interviews with Rotarians across six continents.
  • User Experience Seeking Validation

    With a large volume of data from our mixed methodology research, we were able to revisit our initial assumptions with an informed point of view. Ultimately, our research validated some of Rotary’s initial user assumptions, while invalidating others. One of the biggest findings from our research was that MyRotary’s time-consuming administrative processes, combined with its slow interface, were detrimental to usership — with Rotarians often turning to third party tools as alternatives.

  • Each of the research methodologies were used to test specific hypotheses extrapolated from the initial vision statement.
  • Product Strategy Doing More With Less

    Our research produced a number of key insights into how Rotarians operate, the challenges they face, and the ways MyRotary could serve them better. We outlined these insights, along with recommendations for new features and other improvements, in a comprehensive digital strategy plan. Designed to roll out over the next 2-3 years and then be revisited, the strategy centers around making MyRotary better at completing a smaller set of core functions for the people who rely on it most: club leaders.

  • The final digital strategy recommendations were built on a revised vision statement that incorporated all that was learned through the research.


We worked with Rotary International to conduct a robust, global research effort for the upcoming redesign of their MyRotary community platform. Over two months, we asked 3,400 Rotarians around the world how they use MyRotary, and developed a comprehensive product strategy plan to modernize and improve the platform’s user experience.