Marathon Kids needed to implement new branding and website technology that would allow their team to remain small while growing the program from school districts in seven cities to a national program open to anyone.
The project that had been launched did not include the complexity Marathon Kids needed, and the registration process was not working as intended. What’s more, teachers found the process confusing. Teachers were expected to click through a series of links without understanding where they were going.
Standard Beagle worked with Marathon Kids to fix the registration process and improve the UI. We reduced the number of clicks to reach the registration flow.
The website also needed to validate whether or not the school was already a part of the program. If it was, then the user trying to register was sent to a different form. If the school was not part of the program, the user was invited to register. The requirements involved complexity and customization of the current CMS platform.
In the old system, the program information was stored with each individual user. This posed a problem for two reasons:
- Data about the program could not be isolated from the user table.
- If the user changed schools in the future, it was difficult to move the user to a different school.
We separated the data into two tables — one for the user and one for each school’s program. This allowed the school program to be isolated from the user so that the program could be connected to a new teacher in the future if needed.
In addition, we made adjustments to the process:
- A validation check to see if a school was already registered
- Integration of the existing plugins – Buddypress, Gravity Forms and Woocommerce – to complete the registration
- Registering the user and assigning a role
- Allowing the user access to certain parts of the site, depending on the user’s role
After addressing the school registration system, we worked with Marathon Kids to launch two new initiatives: Registration for organizations — which would use a similar process to schools — and families.
The nonprofit wanted to provide a less complex registration system for families that could be scaled. Marathon Families’ requirements included:
- Designing a landing page with a strong call-to-action
- Collecting information in a form
- Sending that information to a custom post type to be analyzed and reported to Salesforce
- Sending billing and participant information to the cart for payment
- Integrating a community component
- Requiring an activation code before a family can access the online community
- Setting up a subscription component that made program materials and resources available for a set amount of time
All of these projects required custom coding, a knowledge of usability and user experience, and a close working relationship with the Marathon Kids team.
Marathon Kids partnered with Nike in the first half of 2015 with the intent to expand its program further. We worked with the nonprofit to implement the revamped program in a sweeping redesign of the website and overhaul of the site functionality.
The program changed to encourage kids to run the equivalent of up to four marathons over a running club season of varying lengths.
Marathon Kids not only needed to implement new branding, but the organization also needed the website technology to support its team to handle the registration changes and scale from working with schools in seven cities to users across the country.
Nike provided the branding and visual center to be implemented one month before the intended launch date. The Standard Beagle team ramped up its efforts to complete the site redesign on a shortened timeline.
We worked closely with Marathon Kids to implement the design, change site content and structure, and create a new registration and support system that would guide new and existing users into the program. Features included:
- The ability for running club coaches to recruit runners through the site
- The ability for coaches to register and receive rewards for their runners
- System ability to recognize running clubs that would receive scholarships based on the school’s name
- The integration of the registration system with a third-party fulfillment center
- A coach’s dashboard for downloading materials and updating information about their events.
Following the site launch, Standard Beagle continued to work with Marathon Kids to iterate and improve upon site features based on user and client feedback.
Marathon Kids became available to anyone who wanted to coach the program across the US. Marathon Kids staff manage the program through the website and Salesforce and the nonprofit has not needed to grow beyond its limit of 15 staff members.
Marathon Kids now manages running clubs across the country. Running clubs can be implemented in schools, neighborhoods, organizations, camps, and at home. Users simply choose the type of program, and the site guides them through the process.