Customizing online registration for a life-sustaining bike ride

The Challenge

AIDS/LifeCycle (ALC) is a seven-day, 545-mile bike ride from San Francisco to Los Angeles, co-produced by and benefiting San Francisco AIDS Foundation and the Los Angeles LGBT Center. In preparation for 2023’s bike ride, the organizations needed a site where users could easily register and find important information, but were struggling due to ALC’s disparate systems, fragmented data across multiple platforms, and lack of centralized communication channels.

Sectors

Platform

Services

Custom real-life experiences call for custom digital solutions.

We began by getting to know ALC through discovery sessions, audience analysis, and a technical audit. By mapping ALC’s digital KPIs to its organizational goals and campaign objectives, we created a custom Salesforce-based solution for the event called “MyRide.”

No rider left behind

We learned that no rider’s experience is exactly alike. To suit the various roles participants would fill on event day, we created five different participant personas: Cyclist, Roadie, Cyclist Team Captain, Roadie Team Captain, and @Home Hero.

Harmonizing tech

Using the information and data gathered from a technical audit, Firefly mapped out the dataflow between ALC’s peer-to-peer platform DonorDrive, Luminate Online, the WP website, and other tools that make up its tech stack. This was critical to seamlessly migrate ALC from Luminate Online to Salesforce.

We then created an interactive dashboard that synced and harmonized data from Salesforce and Donor Drive, allowing participants to easily access team rosters, tent and bike locations, and contact details.

Digital to-dos

A dynamic task list–featuring real-time task status and deadline updates–streamlined event operations. We also created an alert system to encourage timely responses to requests.

After the finish line

We never leave our clients without support. After setting everything up, we created comprehensive documentation so that the ALC team could easily manage their new tool with little dev support. By configuring events on Google Analytics 4, ALC can collect insights from each stage of the funnel to inform future adjustments to the MyRide platform and the actual event.