Almost 40% of food in the United States goes to waste. Social enterprise Zero Percent sought to change this. As UX designer, my task was to design a crowdfunding platform that helped donors understand Zero Percent’s multifaceted mission.
We conducted a comparative analysis of other crowdfunding and donation websites, with a focus on noting components, functions and flows. We identified both compelling “bright spots,” and elements that were common or standard across most donation platforms.
Our research goals centered around understanding the motivations, preferences, and pain points for people who make occasional or recurring donations online. I developed a 10-question quantitative/qualitative survey for measuring these questions. Between online submissions, an afternoon chatting with passersby at Chicago’s NBC-Universal Plaza, and two phonecalls, we gathered over 40 survey responses and 2 in-depth qualitative interviews.
Filtering and graphing survey responses in Excel, we were able to identify strong and marginal trends and correlations. Surprisingly, interviewees weren’t too concerned with whether an organization was local – a challenge to the existing assumptions of our team. A belief in the mission of the organization, as well as the ability to understand precisely how a donation would be spent, were most important to many interviewees. This insight guided the iteration process later on.
Based on both the survey results and comparative analysis, we developed a simplified task model for understanding the four stages of the donation process: donation acquisition, decision, transaction, and follow-up.
We closely followed the Google Ventures “Diverge” process for ideation. We conducted this process individually for each stage in the task model: donation acquisition, decision, transaction, and follow-up. Mind Mapping was a brief free-association exercise to gather all thoughts related to one of these stages.
Once mind mapping was complete, we sprinted through the “Crazy 8s” brainstorming exercise. Here, my partner and I considered a total of 16 possibilities for representing a donor’s impact at the time of donation.
We then conducted a focused exploration of four of the most compelling concepts through a 3-panel storyboard.
With a smaller subset of possible concepts, we then revisited our insights from user research. We had to pick one concept to prototype quickly, so these insights were critical in helping us come to a quick consensus on the “champion” idea.
Because user research indicated that donors prioritized mission over location, we eliminated concepts that placed unnecessary focus on geography.
We selected the donation concept that we hypothesized would allow users to understand the immediate and long-term impact of their donation in the most honest and delightful way.
We then spent a day generating clickable prototypes using Axure RP. I focused on the donation and transaction flows.
The concept we chose to prototype for the donation page relied heavily on interaction, so I paid specific attention to leveraging Axure’s dynamic panels, interactions, and formula editors in order to demonstrate the visual concept.
Comparative analysis led me to understand that "less is more" in online transcations, so I constrained the transaction flow to a small modal that made the process feel quick.
Our first round of user testing was conducted in-person. We initially presented users with 5-second tests, to better understand the weight of elements on the page. Verbal walkthroughs helped us understand what users were seeing and thinking as they explored the pages in-depth.
Clarity of the Zero Percent concept was key. I used 5-second tests to briefly show users page layouts, and better understand where screens were clarifying - and confusing - the Zero Percent donation model.
Verbal walkthroughs helped us understand what users were seeing and thinking as they explored the donation pages in-depth. They quickly helped me identify issues and pain points in the transaction flow.
Our second round of user testing was conducted remotely. Users were provided a link to a clickable prototype, and tasked with making a donation to a specific organization. Feedback was then gathered through a semi-structured survey at the end of the process. This survey focused on testing our success in solving problems identified in the first round of user testing.
May 13, 2016
February 24, 2016
Dec 17, 2015