The Challenge
Our team was asked to re-design local non-profit LES Girls Club’s donation flow.
Problem: Create a new donation flow to increase overall donations at LES Girls Club.
Solution: A re-designed flow that gives users multiple ways to contribute while reminding them of their impact.
Secondary Research
The Story Behind the Numbers
Gen Z values donating.
A survey conducted by Vanguard Charitable found that 44% of Gen Z include monetary charitable donations in their annual budget.
Gen-Zers increasingly believe they can shape the future, with 62% reporting they have the potential to impact the world.
Forbes expects donations and support for nonprofits to increase as Gen Z individuals become established in their careers and earn higher incomes.
Primary Research
Narrowing In
How can we help?
We conducted our own research via one on one interviews to hone in on pain points amongst Gen Z and charitable donations. This way we could best identify where and how we should intervene.
Key Themes
Donation Methods: Gen Z often contributes to charities via volunteering, or donating goods, and adapting their donations to fit their own means and interests.
Discovery: Finding charities to support often happens through social media and personal recommendations, highlighting a need for more accessible ways to connect with and contribute to these causes.
Assurance: Gen Z values a clear mission and measurable results that show the impact their donations are making.
How might we increase transparency in order to gain trust from Gen Z during the donation process, so that they’re more likely to donate?
Development
The Plan
Let’s Gain Sabrina’s Trust.
Sabrina De Morcef
NYC
23
Executive Assistant
“I connect more with a charity when I know where my money is going”
Bio
Sabrina is passionate about social good and values donating to nonprofits.
She wants to make an impact but has trouble finding organizations she can trust.
Behaviors
-Uses social media regularly, to see how organizations are using their donations.
-Donates to a couple of organizations that she feels strongly about.
-Donates both time and money to organizations.
Goals
-To have a clear understanding and confirmation of how her donations are used before she contributes to a cause.
-To easily find and connect with non-profit organizations that have established credibility and trustworthiness.
Pain Points
-Not knowing where her money goes after donating.
-Difficulty finding a trustworthy non-profit organization.
-Wonders if people running the organizations genuinely care about the cause.
Development
Defining Key Features
What does Sabrina need?
Clear Display of Impact
Donation Flexibility
Multiple Payment Methods
Design
Transforming Concepts to Designs
How will it look and feel?
Clear Display
of Impact
Key Design Decisions
Qualitative Data
Quantitative Data
Rationale
Based on our research we knew that Gen Z greatly values knowing the impact of an individual nonprofits.
We included statistics/numerical data as well as personal accounts and success stories of members.
This gives users a well-rounded understanding of everything LES Girls Club does to impact their members and the community.
Clear Display
of Impact
Key Design Decisions
Qualitative Data
Quantitative Data
Data Visualization
Rationale
To further display impact of donations to our users we included information on how their specific donation would be used.
The data visualization allows users to see how their individual donation contributes to a specific goal at LES Girls Club.
This allows users to easily conceptualize the effect of their donation.
Donation Flexibility
Key Design Decisions
Share Button
List View
Category Pills
Rationale
When conducting our research, we learned that Gen Z looks for opportunities to donate both time and money.
We included both monetary donations and volunteer opportunities in our re-design.
We included a share button to expand LES girls club’s reach and align with user’s current behaviors of finding nonprofits through recommendations or social media.
We designed the volunteer flow as a list view with small descriptions and categories to easily filter by so user’s could find the opportunity that best suites them.
Multiple
Payment Methods
Key Design Decisions
Utilizing Company Logos
Re-occurring Payment Option
Rationale
As another way of aligning with user’s current behaviors, we added multiple payment methods that Gen Z already uses.
We utilized recognizable company logo’s so user’s could effortlessly pick their preference.
For users who would like to donate on a regular basis we added a monthly payment option.
High Fidelity Prototype
The Final Solution
Two Ways to Donate
Donate Money
Donate Time
Key Learnings & Next Step
Now What?
Teaching Moments
Flexibility & Adaptability
Working under strict time constraints for this project allowed me to re-think parts of my design process in order to meet deadlines.
Presentation & Storytelling
The challenge of giving a five-minute presentation allowed me to create a clear and compelling narrative for this project, further strengthening my storytelling skills.
Collaboration & Communication
Working with four other designers on this project allowed me to practice facilitating productive group discussions, which allowed us to make the most fitting design decisions.
Lets keep the conversation going!
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©2024 by Agatha Molchanov.