Unity Donations
Support the Causes You Care About
Overview
Curbie Cars Inc. is an emerging online used car dealership in Canada. Our aim was to revamp the website's appearance, making it more streamlined and user-friendly, to enhance the overall experience of buying a pre-owned car.
Role
UX Research, Branding, Product Design, Wireframing, Prototyping
Tools
Figma, Adobe Creative Cloud Apps
Timeline
3 Days
The Problem
When looking for a cause to donate to, users are overwhelmed with choices. They're interested in causes but unsure what charity to donate to and can never be too sure of how their donation is impacting the cause.
Research
I began my research by conducting a competitive analysis, gathering statistics, and identifying the user journey and goals. I reviewed donation pain points with an emphasis on why a user stops donating and what behaviors donors have.
COMPETITIVE ANALYSIS
I selected two indirect competitors who had apps in the app store and began my search. I noted visual layout, what each app offered on their dashboard / home screen, and reviewed their donation process.
RESEARCH FINDINGS
I gathered statistics on donations by gen Z and Millenials to understand their donation behaviors. I explored the psychology behind those who re-donate vs those who do not. Some key points I found and considered during my process:
gen Z is more concerned with causes than specific organizations
donors want to be kept updated - financial reports, impact reports, prefer frequent updates on how their money was used and personal stories
30% of gen Z have previously donated
spend a lot of time researching organizations and causes to donate to
Considerations
WHAT ARE THE USER'S GOALS?
donate to organizations they care about
see their impact
donate easily and quickly
be recognized for their contributions
donate while still saving and being able to budget
WHAT DOES THE USER NEED TO ACCOMPLISH THEIR GOALS?
research charities they are interested in
see all charities they could donate to
simple way to send donations
impact reports and financial reports of charities
donation schedule to help with budgeting
DONATION PAIN POINTS
It may take some time to commit to doing the research and start taking action
User may still be hesitant about which cause to donate to first
Some users may be on a tight budget or are looking to make consistent contributions without affecting personal finances
Will need to enter credit card information and personal information
The ways in which they are contacted could be annoying or they prefer to receive fewer notifications
recurring donations can be forgotten about and easy to lose track of
Unsure of impact - post-donation
Iteration
SOLUTIONS
Donation goals/progress
showing impact/updating on recent donations
recent donation summaries
suggesting to re-donate
allow users to auto-donate each month
LO-FI WIREFRAMES
I began creating wireframes to assist with selecting the best options before creating high-fidelity mockups. With each wireframe, I explored how to approach different solutions and address user goals. It allowed me to narrow down what features would be most important in the final product.
Final Product
After reviewing wireframes and noting some areas that would assist with meeting user goals, I created a final design for the app. A big challenge in iterating was to ensure the features provided were in line with the goals of the app. Through iterating, some features were removed and the final decisions made were all focused on increasing donations, encouraging users to discover new charities to support, and creating consistent donation habits.
