UX Designer · UX Researcher · Product Designer · Product Designer

While working on my Major Negotiated Project for university, I noticed that global crises seemed to be occuring on an increasingly frequent basis. And so, it became that the intention of this project was to aid third sector organisations in tackling these global problems.

In order to drive the frequency of donations, I had to cater to the various motivations that people have towards donating.

Solo

April - May 2022

Incentivising Global Charitability

MOBILE · UX/PRODUCT DESIGN

THE TEAM

TIMELINE

PROJECT BACKGROUND

MY ROLE

INTRODUCING…

3So

The outcome of this project was a functional prototype of 3So, a service that provides third sector organisations with a unified, online presence which streamlines the donation channel process, and satisfies all donor types.

Navigating to organisation page

User Donation

Content tailoring & profiles

3So ensures user retention via gamification & the provision of social value.

1/3

Users can see recent donations made by others, on both profile and cause pages. Generosity does not go unnoticed, unless ‘anonymous donation’ is selected at payment.

Donations raise users’ ‘Karma’ level, a measure of one’s generosity which can be shared and viewed on profile pages. Simply using the service gives users the social credit.

It incentivises & funnels users into the highest donation success paths.

2/3

The service tailors the recommended organisations and fundraisers to the user’s donation history and interests.

The in-app payment process and the search function make finding the desired causes easy.

It offers a viable, realistic digital future for third sector organisations.

3/3

Organisations are able to continue with the things they may do in their respective stores or websites, such as the sale of products.

Donation pools, which pool donations for a certain sector and spread it among causes, make 3So an attractive opportunity for third sector startups.

PROBLEM STATEMENT

Donating to charities is complicated, as it often entails going to the websites of individual charities and following each of their individual processes. How can I design a service which simplifies, and drives an increase in, donations?

🗺️ Discovery

JUMP TO STAGE

THIRD sector reports insights

🙅 Charity leaders don’t feel their place in society is respected

MARKET RESEARCH

💰 People want to help but don’t want to part with the time or money

Gofundme

🔒 Competitors enforce rules on minimum donations

SURVEY KEY insights

🙏 Cultural & religious values drive the highest of donation rates

Investigating relationships with the sector landscape

I needed to confirm what I’d learned from my research into the CAF, and understand the background causes behind those status quos. I surveyed as far as I could reach.

💸 Those who donate tend to use the channels of highest convenience

MARKET RESEARCH

Understanding the third sector landscape

The ‘CAF Charity Landscape’ and ‘CAF World Giving Index’ contain the combined results of 1.6 million individuals interviewed across the world. I read them to build my understanding of the sector, and boiled down the key insights.

💻 Charities are enthusiastic about digital expansion

⛔️ Donation taxes & fees are a highly demotivating factor

📈 An evident impact is the biggest catalyst for repeat donations

😔 Sympathy is one of the highest driving factors for those who donate

toucan

MARKET RESEARCH

Analysing competitors brought up by the survey

analysis KEY insights

🙇‍♂️ Competitors make donations easy, but don’t incentivise

👤 Existing services feature minimal social aspects

🌐 There is no direct competitor for a one-stop digital charity platform

SYNTHESIS

Synthesising Insights into Personas

These personas encapsulate the different donee types, and they allow me to keep both personality types within consideration. My goal was to drive charitability by finding what satisfies them both.

SYNTHESIS

Prioritising Problem Solving

I rounded-up my research into 6 insights, the scopes of which range from stakeholder’s interest to user psychology. When prioritising them, I reworded them into actionable questions (matching colours show my progression).

IDEATION

How Might I… Tackle Priorities

When generating ideas I tried to think of what tactics exist in similar markets, but I also tried to consider the motivations behind the respective stakeholders and what functions would really drive the solution of the problems on a psychological scale.