CHALLENGE 

What is Secret to Getting People to Give?

Giving isn’t a business transaction. It’s a human connection. HOW to inspire people to give, HOW to make a meaningful connection and more effective appeal? My challenge is to design Mobile App that will encourage and inspire people to donate and help. 

PROCESS

What I will do face a challenge? 

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RESEARCH

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PLAN

What I am trying to find out?

The goal of this research is to find out what motivates and what discourage people to do donations, and the challenges faced when doing it. When I understand why donors give and what pain points they have, I will be able to work towards solution.

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Target Audience:

By definition the practice of charity means the voluntary giving of help to those in need, as a humanitarian act. According to this, target group can be people interested in charity, regardless of age, gender, race or profession.  For the sake of this project, as a target group we choose people from Singapore, age 20 - 50 years old, interested in charity and giving. 

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What I am going to ask?​

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•  How often people do donations? What kind of donations? Why?

•  Why people donate, or why they decide not to donate?

•  What motivates them to donate? How do they feel? Why?

•  How and to Whom do they donate? Why?

•  When and Where they prefer to do donations? Why?

•  What kind of pain point they experience when trying to donate? Why?

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Research Tools: User Interviews, Survey

Analysis Tools: Affinity Mapping, User Persona

FINDINGS 

What I have discovered?

After interviewing users I gathered a lot of interesting and useful information. But how to make sense of them? By using Affinity Mapping! Affinity Mapping helped me to discover very strong patterns in users behavior,  motivation and frustrations, and based on this insights I have created USER PERSONA to help me empathize during the design process and keep me focus on target users. 

Some of general findings are:

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• There are people who donate on a regular and people who donate occasionally 

• Some of them donate based on time of the year or month, some of them the moment they get information

• People use many different sources to  get information about where and to whom to donate ( internet, social media, TV, friends mouth to mouth recommendation, newspapers…)

• People have very different preferences when it comes to whom to donate and for what purpose

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Common findings between the needs and frustrations for all the participants include:

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• Due to busy life and lack of time people prefer to donate money over volunteering​

• People who are interested in charity and who donate do not need any special motivation for that. They believe that is right thing to do, they believe in cause and feel moral duty to help. ​

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• Most of the users as a main frustration stated  that they are often not sure if charity organization or campaign are credible and true.  They are many organizations seeking for help and based of their previous experience they fear that some of them might be a scam. ​

• Something that will motivate people to donate even more, and make their effort more meaningful is to know how they money is spent, and that their donation worth. Very often after donation people do not have a feeling that they achieved anything or made any difference. Most of them will like to receive updates on that how their money is spent, what did charity achieve, what is progress of the certain campaign... This would help them to make better connection with causes and goals, help them build trust in charities, bring them hope that things can change and give them feeling of achievement.  At the same time they don't want to be overwhelmed by updates and do not want to feel "pushed".   

• Due to busy life and lack of time, most of the users wanted process of donation to be very easy and quickly.  They don't like complicated websites, Apps, forms, don't like inputting their details many times and don't want to be overwhelmed. 

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GOAL

Usability test would allow me to evaluate how users would engage with the proposed Mobile App solution and validate whether it was addressing the primary user needs.  I wanted to find out how my solution is easy or difficult to use, is it intuitive, what area need to be improved and  what is users overall feedback.  

USABILITY TEST TASKS, FINDINGS AND ITEARTION

Using Zoom and my Low-Fi prototype I conducted remote usability test with 8 participants and asked them to complete three different tasks, to put themselves into the shoes of my User Persona. With participant permission I was recording UT sessions and analyzed them after. Let's take a look of Tasks, Major Findings and Iteration I did based on test findings:

Task 1

You want to donate money to the people with disability. You need to find organizations who help people with disabilities and read about their program.  Can you show me how would you do that?

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Major Findings

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• All participants were able to complete task easy and quickly​, they were able easily to navigate the website and locate all information they need.

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• 6 out of 8 users reported confusion which section to click to find organizations profiles. There is only two section on a home page and none of them consist word  "Charity" or "Organization", so, for a moment  users was confused which section to click. They assumed that they can find out about Charity organizations in in section "Get Informed" which was correct.  Since this is one of the primary User Persona need - to find information about Charities and check if they are credible - I have decided to iterate my home page solution to be more clear and intuitive. 

Iteration

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Based on UT findings, to avoid confusion in the future I have extracted "Charity Organization" from "Get Informed" section, and placed it on home page to be more visible, accessible and intuitive for users. Visually, I made difference between Info and Donate features by making Donate feature as a "Call to Action" button.  

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Task 2

You are on the page which shows organization who helps people with disability. You change your mind and want to find organizations who helps Elderly.  Can you show me how would you do that?

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Major Findings

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• All participants were able to complete task easy and quickly​, they were able to easily navigate the website and locate all information.​

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• 6 out of 8 users reported confusion with Category and Cause filter choice.  Category means choice to donate to specific charity organization, or to donate to specific campaigns under different charities. Cause is equal for both categories and means to donate for children, elderly, health, community, animals....  Both choice options are important because some users prefer to follow specific organizations they like, and some of them prefer to donate to campaigns that touch them emotionally. During Usability Testing, when I asked them to change Cause, I found out that users would intuitively go back to home page and start again their search by cause. Some of them did not notice filter options on top of page. Some of them found it unnecessary because they already make their category choice, and did not see reason why they would change it.     

• 4 out of 8 users reported that page indicators are to small and not visible

Iteration

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Based on findings from task 2, to avoid confusion in the future I have removed "Change Category" choice option and left only "Change Cause" filtering option as a dropdown menu. To be more clear which Cause users currently browsing, I made page indicator more visible by using Icon they are familiar with from previous page, and making font size more bigger.  

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Task 3

You are on the Home Page.  Donate 10$ to organization or campaign of your choice, and subscribe for the updates.

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Major Findings

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• All participants were able to complete task easy and quickly​, they were able to easily navigate the website and locate all information.​ All users reported that process were very intuitive and straightforward.  

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NEXT STEPS