Building a subscription based donation platform
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The Project
Web Redesign,
UX Research -
My Role
Product Design Lead
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Timeline
May - Sep 2022
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Tools
Figma, Sketch, SurveyMonkey, Excel, Maze
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View Project
A Netflix for Nonprofits
Greater Than Zero Percent’s mission is to allow people to discover non-profit organizations that align with their values in a “Netflix style” gallery of video interviews and media. The goal is to allow users to contribute a monthly donation via a free membership service. This organization aims to automate the donation process and increase visibility of smaller non-profits.
GTZP aimed to enhance the user experience on their website and sought the assistance of benefit.design to optimize their website design for both business and user objectives.
Project Planning
Appointed as the design team leader, I created a project timeline to last a 8 week period. I set weekly target goals, regular meetings to ensure stakeholder alignment, and left time to incorporate feedback into iterations. I led each stakeholder meeting and wrapped up with notes for the team to refer back to.
Competitive Analysis
In order to accomplish GTZP’s mission, we conducted a competitive analysis to understand other popular charity platforms. From this, we gained insight on what features to highlight on the website and our target audience.
User Surveys
We conducted user surveys using randomized samples on SurveyMonkey to understand user behavior in the context of donating to charities. We devised a list of questions to understand:
user demographics
donation criteria
popular causes
popular donation platforms
We then sorted findings based on frequency to determine what search criteria, types of organizations and information we would prioritize in design.
User Personas
From our survey results, we were able to correlate user demographic info with their common frustrations, motivations and desires. I devised two user personas to ensure we stepped into design with empathy for our users.
Usability Testing & User Journeys
We conducted usability testing based on different pathways that a user would take on the website. This allowed us to determine the exact usability issues and pain points on the website preventing users from signing up for membership and donating.
We asked users to complete 4 tasks and observed the click paths, user comments, emotions, and the reported level of difficulty of carrying out each task.
Affinity Diagramming
We then synthesized our usability test findings to uncover patterns and targetable pain points using affinity diagrams. We incorporated user quotes to paint a clear picture of user's frustrations.
We organized findings by three key user motivations:
clarity, connection, and purpose.
Each of the pain points along the user journeys tested were further categorized by their click paths as errors of interaction, UX writing, or visual confusion.
Site Maps, User Flows and User Stories
Heading into design, we outlined the site map based on the expected user flows to create a more intuitive navigation of the website.
We created user stories to identify various goals that a user will have, and user flows to reflect the journeys they will take through the website to accomplish these goals.
Lo-Fi Wireframes and Screen Flows
With solid UX research findings, we were ready to kick off design with low/medium fidelity wireframes for the pages on the site map along with the user flows. The screen flows helped us stay organized, easily prototype, and showcase the navigation and user flow to the stakeholder for feedback.
Discover and Donate Prototype
Shop and Donate Prototype
Style Guide
As we transitioned from lo-fidelity to more detailed wireframes, I proposed a colorful and engaging style guide reminiscent of Netflix that the founder approved of.
Hi-Fi Wireframes
Main Navigation
Merchandise Shopping
User Profile
Checkout
Greater Than 50% There…
At this point, the project was passed back to the founder and handed off to developers. Design is half of the process, with development, testing and iteration the next steps to making a perfect product.
Impact
76.9% improvement in average usability test scores
(compared to original website baseline)
"[Donating] was very quick, easy, and clear"
- User tester from the last round of usability testing
88.9% increase in donation conversion rate
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