Goodnation
Goodnation is the first philanthropic advising platform that uses a values-based approach to match you with top-performing charities that create real impact, making it easy and rewarding to build your own giving portfolio.
Our goal is to expand their target audience through mobile platform.
Tools
Google Analytics, Google Survey, Figma,
Design Team
Richa Kulkarni, Wenlin Pan, Jenny, Flora
Timleline
Jan 2020 - May 2020
Design Process
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My Role
Collaborated with fellow designer for the Survey and Interview questionnaire. Lead the competitive analysis.
Research & Analysis
Donor Behavior
We extracted insights from a survey sent using Google Form sent to 10 people of Millennial age group between 23 - 38, Target Audience stated by the stake holder, to understand donation behavior.
Participants
10 Participants
Students and Young Professionals
Insight
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50 % Donate by Chance
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50 % Donor have a difficult donation experience
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50 % Donor don’t understand the impact of their donation.
Interview
We set a meeting with 3 Goodnation advisors to get insights on current user statistics and the status of web app.
Participants
3 Participants
10 Questions
Insight
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Users lose track on searching the information.
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Users prefer information over the email which looks more reliable than the web app.
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Users give up the web app because they cannot open on mobile devices.
Competitive Analysis
We ran a research on similar app on the market, finding the best practice. And synthesize the data from research phase with User flow and Information Architecture.
Competition
5 Competition Apps
Insight
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Exploration for the user is important to build a strong relation.
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Giving transaction detail for transparency between organization and user.
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Updating the user on the impact of donation creates trustworthy environment.
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Mobile platform is the reliable source to cater tech-savy millenials.
Persona
From the user research like survey, interview and available data on millennial generation characteristics and strengths, a user persona was synthesized.
Jenn
26 year old
A millenial who works in IT sector and comes from a upper class family .
She is passionate about education awareness.
She is an iOS user and is social media and tech savy.
Empathy Map
From the user research like survey, interview and available data on millennial generation, characteristics and strengths of the a user persona was synthesized.
Now it makes sense to design a Mobile Product !
User research gave us the answer. Wow Millennial's do know what they want !
User Behavior on the App
We structured the data based on what we got. The analysis of current user flow was compared to suggestive user flow. And synthesizing the data gave an output to Information Architecture.
My Role
Brain stormed with the team for an efficient User Flow and information architecture.
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Information Architecture
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We synthesized the data from User Research and User Flow and discovered Information Architecture to create a seamless process for user.
Solution
From the Information Architecture, we decided to emphasize on selected features for following reasons to create an experience for the user. A brain storming session took place between the team to transform the feature into a low fidelity prototype
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Track your Donation
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Charity Exploration
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Profile Projection
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News and Update
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Conversation and Collaboration
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Sharing
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Visual Design
My Role
Proposed solutions to uncovered usability issues. Designed mock-ups for the charity exploration and recommendation to communicated solution visually.
Page Title : Poppins Bold 15 px
Paragraph Title : Poppins Bold 14 px
Primary Text : Poppins 12 px
Secondary Text : Poppins 11 px
Tertiary Text : Poppins 10 px
Solution
We Implemented user journey and information architecture in Visual. Starting from sketch, wireframe to high fidelity interface. As the user is tech-savvy we designed a mobile responsive platform catering the user needs.
Track Your Donation
Taking into consideration the importance of achievement oriented behavior of the target audience. The dashboard gives the information of progress of donation overall as well as chosen charities. Impact stories act as a reward making the user understand the impact of the donation.
Charity Exploration
As understood from the user freedom is important to create strong bonds. Hence we designed the charity tab as it comprises of both exploration and recommended charities by advisers. The user can make their own choices. From Goodnation Score, user can understand the important information about charities to trust and make decision.
Profile Projection
Profile helps the user to update their choices of values and causes which will help them get recommendation from advisors. Profile will user all the information of their charities chosen, causes, values and payment method as well as their advisor.
News and Update
Currently the interaction point of user and organization is through email. To make the process seamless for the user, we recommend to keep a news section helping organization give information to user of various funding or activities are held by Goodnation or the NGOs.
The message center will help user to collaborate with the advisors and NGOs over simple messages. This will make the process easier for the user.
Conversation and Collaboration
Sharing
User share the thoughts about the organization and charities with friends and family as per the user research. Hence, the share feature will help the user to do the same.
Future Takeaways
Enhancing the donation experience for New Generation was the major focus of the project. In future projects I would like to interact with more than one representative of the organization to understand all aspects of project and come to final understanding of the outcome.
For the future iteration of the product, I would like to understand the technology behind recommendation of charities and collaboration of advisor over message center to make the experience much more interactive. Personally, I even would like to work on the content of the product as some words or information may/may not be understood by the user.
Goodnation launched this redesign. See yourself here on Goodnation.io
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