Web camapign and donors
Problem identification, research, interviews, online survey, information architecture, user flow, wireframing, visual design, tech support, post-deployment analysis and iteration
Product design (revamp)
Alex Ghenrelove (Lead),
Ashoka Prem (Visual)
Stuti Kahmboj (Visual)
Started with mobile-first approach serving approximately to 70 percent of users base.
Mobile is a common platform for sharing campaigns and interactions. I started designing with mobile-first and then moved onto the desktop (smaller to larger screen). The biggest challenge that came across was making a meaningful information set which is dynamic and curated uniquely by every campaigner
Bringing campaign story together and CTAs upfront
Full picture of campaign story putting together which enhances the expereince of campaign interaction. CTAs are the most important part of any campaign. Hence it's kept stick to the page once first fold rolls up.
How might we convey the campaign story significantly to the donors to make them feel connected to the cause?
Rise fundraiser was an already existing platform but unable to attract donors, we tried it via campaign story.
Rise fundraiser established its user base for 3 years which needed the experience to revamp to fix it's mobile experience, bounce off and easy conversion.
Convey the campaign story and its progress that make sense.
Campaign story is created by users every time which is dynamic and has personal backgrounds, putting those story into a structure was an iterative and progressive process.
One page campaign story with a flexible donation amount checkout.
Unified campaign browsing experience on different devices with multicurrency donation support.
Establishing social proof of connections
Connection with a campaign is an empathetic action. I decided to let users see the people connected with the campaign. It also brings socials proof of the empathy which sometimes is needed for those who feel less empathetic about the story.
Enriching story and transparency
Full set of campaign story putting together, with additional stories that needed to be known to donors. Also it was equally important to share the details of fundraisers.
Flexible donation option
People are empathetic to the cause but everyone has their own budget, so it is important to have a flexible donation option rather than hardbound.
Since Rise Fundraiser was an existing platform, I started with analyzing the campaign page with a group of 30 people in house.
Starting with the heuristic evaluation of the existing.
1. Campaign progress
Campaign metadata was not communicating the goal and time definition
4. Big lines to read
UI issues having big lines to read effecting readability for desktop visitors
3. Broken story
Campaign story was put into different tabs causing bounce off without knowing about the campaign.
Mobile was more tricky
2. CTAs disappear
CTAs run with the scroll. It was not visible when user decided to donate to he campaign
What triggers visitors?
Empathy is the central trigger for donors. With that, there are multiple triggers like their personal instincts that drives the interaction with the campaign.
Empathy is the heart of any kindness
Via an online surveys triggered to donors on post-donation on the confirmation page.
Questions covered from the discovery of campaign to donation. There were 168 responses in a span of 30 days.
How did you get to know about the campaign?
What is your preferred way to give back?
What do you look for in a campaign before you decide?
How much you donate once you decide to donate?
What was your motivation to donate?
What kind of cause do you prefer to donate?
Donation journey from a survey respondent
After the survey, I got in touch with the respondents and mapped their feeling and emotions that they go through at every sept step while donation. And questions that arise to their mind while making a successful donation.
Campaigns reaching to donors from a known circle is more likely to get support, few factors that matter for campaigns outside known circle.
Social proof with empathy
Few users tend to be less and few tend to be more empathetic. But even these sets of users are dependant on others.
Show association and community
Barriers of kindness
Affordability is a hindrance to those who feel for the campaign but they don't feel self-sufficient themselves.
Trust is an issue
Donors want to know the flow of money and details of beneficiary.
A little more motivation
Some donate out of kindness whereas few need a push or need to know the urgency.
Mostly details of the campaign help donors understand the need and they want to know what happened to money.
Detailed campaign updates
Turn around time
Navigation through the story and its details should be easy and quick
Information flow diagram
During the conversation and observation, a few points that came up and had its own definition and extension in the visitor's mind
Before and after
With a collaborative effort of design. tech and business, Rise fundraiser performance took a positive leap.