Baptize California

Baptize California launched the largest statewide baptism movement.

Tools Used

Figma, Framer, Kit (fka ConvertKit), Iconosquare (Social Analytics), Glide Apps (Custom App Builder), Zapier (Workflow), Make (Workflow), Tally (forms), URLbox (File Maker), Get Terms (Custom Privacy Policy), & More

Background

In 2023, before Baptize California began, Baptize SoCal was a movement that saw over 4,100 people get baptized at Pirates Cove, CA. On May 18 & 19, Baptize California set out to baptize people across the entire state in the world's largest synchronized baptism. Baptize California is about seeing people saved, water baptized, and discipled in a local church.

Challenge:

1. Starting from Zero: No existing framework has been created for this type of operation. We needed to create all systems, flows, and assets from scratch, demanding rapid iteration and adaptability.

2. Distinct User Journeys: Balancing the needs of individuals seeking to get baptized and churches wanting to host baptisms at their campus.

3. Scalability: The goal of thousands of baptisms demanded a robust, scalable platform that could handle high traffic and complex data management and email flows.

Solution:

1. Building from Zero: I adopted a phased approach to tackle the lack of existing infrastructure, prioritizing essential features for the initial launch and then iteratively expanding functionality. Low-code tools like Framer and Glide Apps got things up and running fast, and they can handle a growing movement too.

2. Design Language & System: We created a full design system that included font hierarchy, color hierarchy, and content hierarchy.

3. Diverse Audiences: I addressed the distinct needs of participants and host churches by creating separate communication flows, website sections, and app functionalities tailored to each group. Clear user personas guided design decisions, resulting in a seamless experience for both audiences.

4. Segment Audiences & Communication: To communicate effectively, we used Kit (fka ConvertKit) to segment and send over 190k emails with a 60% open rate and 8% CTR.

5. Scalability Concerns: To prepare for a potentially massive influx of participants, I designed the website and app with scalability in mind. This included optimizing for mobile devices and ensuring the backend infrastructure could handle large volumes of traffic and data.

6. Streamlining Event Management: I created a custom app using Glide Apps to provide a centralized hub for host churches to manage registrations, check-ins, and data collection. This streamlined the process, reduced manual effort, and provided valuable insights for post-event analysis. It also gave participants a QR code to check in to a specific location to get baptized.

7. Data-Driven Optimization: By integrating Iconosquare for social media analytics & advertising analytics, we gained valuable insights into audience engagement and reach. This data informed our communication strategy, allowing us to refine messaging, target specific demographics, and maximize the impact of our outreach efforts.

My Role

My (unofficial) role for Baptize California was Chief Architect, which included Web Development, Full-Stack Development, Workflows, Email Communication, and Compliance. A chief architect is a leader who designs and implements an organization's technical architecture to support its organizational strategy.

1. Software Architect: Designed wireframes, developed the website (using Framer), and built custom workflows with Zapier and Make to manage user flow, registrations, and church onboarding.

2. Communication Lead: Crafted engaging emails for various audiences (participants, host churches), utilizing Kit (fka ConvertKit) for distribution and tracking.

3. Design quality: Overseeing the quality and implementation of designs

4. Architectural direction: Setting the organization's architectural direction and providing roadmaps for how to achieve a future state

5. Innovation: Developing a new system for tracking and managing all workflows and interactions

6. Team leadership: Developing high-performing teams to support the strategy and execute.

7. Governance: Ensuring the organization uses the appropriate technology and software for protection.

8. Data-Driven Decision Maker: Employed Iconosquare for social analytics & data tracking for ad spend, providing insights to optimize our communications and reach.

Outcome:

Stats

• 12,216 Baptisms Statewide

• 300+ Partner Churches

• 56(out of 58) Counties Represented

• 1,500 new believers

1. Over 12,000 Baptisms: The Baptize California movement led to a record-breaking number of baptisms, demonstrating the power of effective design and communication.

2. Extensive Media Coverage: The event garnered national attention, with major news outlets reporting on its impact.

3. Lasting Infrastructure: The website, app, and communication flows established a foundation for future events like Baptize America.

Key Takeaways

This project showcased my ability to:

• Build from the ground up: Create a comprehensive digital ecosystem from concept to execution.

• Lead cross-functional teams: Collaborate effectively with developers, marketers, and church leaders.

• Design for impact: Prioritize user experience and create systems that deliver measurable results.