The COVID-19 pandemic caused the worst-ever global recession since World War II. Consequently, the usage of crowdfunding platforms to fundraise for emergency needs skyrocketed during COVID-19.
Unfortunately, the number of fraudulent fundraisers also grew with the number of new campaigns. Earning the trust of donors is crucial to the sustainable growth of crowdfunding platforms.
GIVE.asia is Singapore’s largest crowdfunding platform for social causes. GIVE.asia has made earning the trust of donors by a high priority because the lack of trust is the #1 reason why people do not donate to charities,
Credibility can be segmented into platform (overall site) and campaign (individual fundraisers). Most of GIVE.asia’s efforts have been spent on improving campaign credibility; as such, there was a need to improve platform credibility.
This UI/UX case study examines how I helped increase platform credibility for GIVE.asia during COVID-19.
In 3 weeks, I collaborated with the head of marketing and product manager at GIVE.asia to research, ideate, design and launch a new landing page to improve platform credibility for first-time visitors and donors.
The tools I used during the design process were:
- Figma for the high-fi prototypes
- Adobe Photoshop for graphic elements
- Paper and pencil for wireframe sketches and brainstorming
I conducted user interviews with the objective of understanding and identifying the types of first-time users that land on GIVE.asia’s site.
I learned that there were several types of users, which I grouped into the following categories:
- Skeptical potential donors
- First-time donors
- Loyal donors
- Advocacy donors
With the data and answers we collected from the interviews, I proceeded to map out the user journeys of the different donor personas.
Key findings :
- First-time visitors and potential donors oftentimes seek some form of information that shows that GIVE.asia is a trust-worthy platform.
- Loyal and advocacy donors donate because they find the donor experience on GIVE.asia satisfying and they find meaning in contributing to campaigns.
- The conversion of first-time donors to loyal and advocacy donors seemed less dependent on UI/UX due to familiarity with the site layout and design, and more dependent on content strategies led by the marketing team.
- Given that first-time visitors and potential donors are unfamiliar with GIVE.asia when first coming across a campaign, the UI/UX of the site will determine whether they can be converted into first-time donors.
Through the user research, I found that there was a sizeable opportunity to increase conversions for skeptical potential donors who desired more platform credibility. To value the opportunity, I used the following calculation:
(# of first time monthly visitors) x (avg conversion rate %) x (avg donation $)
- # of first time monthly visitors = ~80,000
- Average conversion rate = 3%
- Average donation size = $100
If we could increase the conversion rate from 3% to 4%, the amount of funds raised from new monthly visitors would increase from $2.88M to $4M, representing a $1M opportunity.
Therefore, I defined the project scope to focus primarily on converting skeptical potential donors into first-time donors via improving platform credibility. The goal was to increase the conversion rate by 1%. Based on the insights gathered, I decided to create a “How We Work” page to provide first-time visitors and potential donors with more information on GIVE.asia’s verification process.
To structure the “How We Work” page, I created an issue tree subdividing the objective into three key components.
I then shared my findings with the product manager, and after receiving feedback, I sketched out the desktop and mobile wireframes. We ended up iterating the mobile hi-fi prototypes first, since mobile traffic on campaigns is much higher (70%) than on the desktop version (30%).
The product manager gave two key pieces of feedback for adding call-to-actions (CTAs) for the wireframes, which I incorporated into the designs of the hi-fi prototypes.
- CTA #1: an email subscription box for prospecting new donors and developing a relationship with them over time, which will help increase the potential pool of users to convert.
- CTA #2: A campaign slider with clickable campaigns that enables the potential donors or first-time visitors to explore campaign stories, which leverages GIVE.asia’s current strength in high campaign credibility.
The hi-fi prototypes were then presented to the operations, engineering and marketing teams. I created another issue tree of the verification process structure based on the operation team’s feedback from customer service that users wanted a more detailed description of the verification process.
After thorough review from all team members, parts of the copywriting had to be edited to be more aligned with the branding and the actual process. Collaborating enabled the design process to be more wholistic and effective.
LAUNCHING & USABILITY TESTING
Since the page launched, the first-time visitor to donor conversion rate improved from 3% to 3.6%, leading to 8,200 new users.
After launching, with the product manager, we conducted more testing for continuous improvement. The product manager made the following changes to the initial hi-fi:
- Due to a low fill-out rate of less than 2%, the email subscription box was removed for a simpler, more intentional design. My initial hypothesis was that the email subscription box would have a fill-out rate between 5–10%.
- Instead of creating a ‘How We Work’ tab on the GIVE.asia homepage, the ‘How We Work’ landing page was connected to individual campaign pages through a ‘Learn More’ button. The reason for this change was that most of the website traffic was driven to individual campaigns rather than to the GIVE.asia homepage.
We also were given feedback from users which we kept note of for future edits. We will continue to iterate and test to see how we can deliver optimal user experience.
The objective of this project was to increase the donor conversion rate by improving GIVE.asia’s platform credibility. In collaboration with the GIVE.asia product manager, engineering and marketing teams, I was able to come up with a business solution combining engaging content with practical user-friendly design.
Here are my main takeaways from this UI/UX project:
- Effective team collaboration is key to good product design. Design encompasses everything about a product, from its branding to engineering and growth. Communicating with three different teams led to a better, more comprehensive perspective on product iteration. For example, receiving input and feedback from the engineering and operational team early on in the design process helped reduce re-work and understand the technical limitations from the get-go. Working with the marketing team also improved the copywriting.
- User testing doesn’t end after the product is launched. Good UI/UX isn’t about just delivering a visually appealing experience to the end user, it’s about solving a business problem that delivers usability and user experience. This is why UX design involves constant testing and iteration.
- In order to create a product that people love, having a data-driven hypothesis is very important. For example, my initial hypothesis with regards to having an email subscription box for prospecting new donors was that it would enable a relationship with them to be developed over time, potentially increasing the pool of users to convert. However after launching the product, the user feedback and data we collected, indicated that the email subscription box did not add to the overall user experience, resulting later in its removal.
- Talking to users is critical for understanding user cohorts and pinpointing business problems. Based on user interviews, the team and I were able to segment and identify the behavior patterns of potential donors from the loyal donors. This enabled us to create specific features and CTAs (i.e. ‘Learn more’ button on campaign page and campaign sliders) targeting the needs of these user cohorts.
I thoroughly enjoyed working on this project, especially because GIVE.asia had an amazing team culture that focused on iterating and shipping ideas quickly based on data. As such, we were able to have a deep understanding of user pain points, design a product that addressed a significant business problem, and measure the impact after the product was shipped to see how it could be improved.
Thank you for reading! Feel free to email me at firstname.lastname@example.org if you have any questions or comments about this case study, would like to collaborate or just say hello.