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GiveShop

Pioneering product design for a social giving platform targeted for donors & volunteers

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User Research
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My Role

Product (UX/UI) Designer

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Team

1 Product Manager 

3 Developers

1 UX Designer

1 UX Researcher

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Tools Used

Figma

Miro

SurveyMonkey

Google Suite

Adobe Photoshop, Illustrator

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Duration

Jan 2020 - Dec 2020

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My Key Contributions

Wireframing

Prototyping

Competitive Research

User Research

Information Architecture

Usability Testing

GiveShop is a startup simplifying how people can discover, learn, and contribute by donating & volunteering to social impact projects.

Background

From space high level, it boils down to money and people. There is a lack of resources in the social sector and this inhibits the ability to innovate and scale impact. Nonprofits and organizations in the social sector are operating on the bare minimum.

821 M

Affected by undernourishment

 

785 M

Lack of access to

basic drinking services

 

 

100 M

Unemployed and uneducated

 

What We Need

Integrated giving process for creating maximum end-to-end impact 

GiveShop's Mission

Making giving as easy and quick as online shopping

Our User Base

Volunteers & Donors

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Our customers are our impact-makers

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84% of Millennials give to charity, donating an annual average of $481 across 3.3 orgs


60% of Gen Z want their work to make a difference in the community

Project Owners

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Our providers are our visionaries (project owners) who are creating and uploading content onto our platform.

How Might We?

How might we increase discoverability & organize a feature-dense two-sided platform to be simple & intuitive?

The Design Process

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Research

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Define

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Ideation

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Bring to Life

Validate

Understanding Users

To understand the hesitancies and fears of the potential target audiences who are interested in donating and volunteering we conducted the initial discovery by interviewing customers, sending surveys, drawing out personas.

150 + Users in Research & Testing 
Survey and Interview insights 

45.8%

25.3%

43.5%

of participants believe that the platform should be transparent and it is extremely encouraging

of participants feel it is very deterring not to see the impact of the contribution 

of participants say they do not have sufficient financial resources

18.5%

of participants do not trust organizations and think they do not make any positive difference

Inspiring for users
Uninspiring for users

  • Trust

  • Empathetic connection

  • Engagement

  • Transparency

  • Credibility (testimonials)

  • Updates

  • Ease of Use

  • Appreciation

  • Lack of Transparency

  • No Engagement

  • Difficult Platform

  • Limited Time/Money

  • Can't See Impact


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Defining User Flows

Based on the 6 personas we identified, I created 6 user flows to help meet their needs and achieve their goals.

Previous Landing Page Screen 

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Approach To Solve the Problem

Competitors Analysis 

To get the better idea of the competitors in the market and the similar platforms who provide the crowdfunding and donation options, I studied 6 similar competitors.

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Key Takeaways from Competitor Analysis

  • Take the needs of both (givers & project owners) 

  • Prioritize the most valuable and important user tasks. (via header, footer, text links, and buttons) to accomplish tasks.

  • Create a separate “How it works” page to gain user trust.

  • Repeat the primary CTA in multiple places.

  • Give CTAs descriptive labels that help users predict what the next page will be. The labels should be specific, concise, comprehensive, familiar.

User Testing

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The user tests helped us in determining the functionality of the app and how intuitive it is to gauge the user's interest. 

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In total, we ran 4-5 different user tests with participants ranging from 5-15 to better understand user feedback on our content, layout, visual hierarchy, checkout process, and key needs when deciding whether or not to contribute to a project.

User Testing Analysis - Listen and Iterate

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After rigorous iterations and analyzing user test results there are some heads up we thought would be useful to add or subtract from the design before heading towards the high fidelity wireframes and prototypes. 

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  • Few users interpreted that Printery was GiveShop itself, rather than a project within the platform

  • 43% of users experienced confusion with our CTAs

  • 20% users expressed to search volunteer options based on skills

  • To find a relevant action, users needed to make 5-6 clicks, following a single specific path through the site

Information Architecture

Based on competitive analysis and user testing analysis, I iterated the information architecture to organiz the structure and content of the platform.

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The iterated navigation bar and the information architecture for the whole platform.
 
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Final Solution

Web & Mobile Responsive Screens
 
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INTERACTIVE HOMEPAGE BANNER

By letting the user have multiple opportunities to reach the conversion funnel, which immediately lands user on actionable page

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GET INVOLVED ON NAVIGATION BAR

Providing donation and volunteer links on the second click once they land on the homepage in order to achieve user + business go

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EXPLORE PROJECTS ON NAVIGATION BAR

Providing donation and volunteer links on the second click once they land on the homepage in order to achieve user + business go

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VOLUNTEER PAGE THROUGH NAV BAR

Volunteer page loads the active tasks with an ability for the user to filter according to skills, time required to complete etc.

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VOLUNTEER TASK DETAILS

Volunteer tasks details with a description, how it works, and CTAs to help or share with your friends or family

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LANDING ON PROJECT PAGE

Provided CTAs that are labeled, descriptive, and a sub header bar to take decisions based on Project overview, Roadmap and Progress, and Who we are

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SEEING WAYS TO GET INVOLVED

Giving an option to users by asking them how would they like to get involved 

Design Systems and Branding Guidelines

Impact

60%

7.5

~2-3

The constant iteration and usability tests ensured a 60% customer conversion 

Average Satisfaction Score

Demo and Product inquiries on a monthly basis

Learnings

Constantly iterating and testing with users gives the best results to drive the future of the product!

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The next steps are to start interviewing project owners and stakeholder by defining/ideating the respective scenes for their usage with the product. The final screens for the product are under development and the first launch and release of the product is proposed to be in September first week. 

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Meanwhile follow the updates of GiveShop on: https://medium.com/@community_24393

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