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SHOUT FOR GOOD-ANZ
Intro
With just three and a half days, we set out to validate and concept test as many of our assumptions as we could. Working very lean and doing just enough research to iterate.
Q.
How might we make donating a more engaging experience in order to increase the amount of recurrent donations through the shout platform.
Hypotheses
We believe that:
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Engagement will increase when the potential donor gains trust in the nominated charity
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Engagement will increase if the potential donor is able to search for and find a relationship in values to a charity from the beginning.
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Recurring donations will become more common as a by-product of building trust and educating potential donors on charities
Proto persona
Why proto?
Due to the nature of lean, our persona was initially based on our assumptions - the bare bones. As we validated our hypotheses over each small test, Elisa Nichols began to form a more fleshed out persona with the data we were collecting.
Elisa Nichols
Behaviours
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Unconscious spender especially when it comes to food and going out
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Doesn't just follow the status quo-likes to make up her own mind
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Needs to connect to a cause but once she does, she is committed to helping
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Is likely to discuss social impact with her friends and family
Demographics
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26, Single
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Lives in a share house
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Freelance copywriter
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From Melbourne
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Studying fine arts
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Relies heavily on technology daily
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Time-poor business owner
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Wants to donate her time and money to a worthy cause but has difficulty deciding who to support and why
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If she is going to donate, she wants to know where her money is going and how it is helping others
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Wants a way of learning about charities and the future they are planning towards
Needs & Goals
"I want to support charities that are in line with my own values"
A/B testing & Co-design
Using the two methods we were able to work with our users in real time and quickly pivot our approach if we found it would be useful to gain insights from the user.
Thinks & Feels
Hears
Says
Does
"I want to donate, but I want to know it's going to the right people"
"Charities don't have enough transparency around what they are doing with the funds"
"I am a big believer in supporting social impact causes and non-for profits"
Donates small amounts to charity once or twice a year
Based on our assumptions, we hand drew the above concepts to validate if any of them were correct or if we would learn something new all together. To alleviate any bias that would stem from showing one option before the other, we switched which design was shown first.
Engagement
When we concept tested the “Shake ‘N’ Discover” sketch, users said that whilst it was a fun idea, it didn’t make sense in relation to donating to charity. From here, we decided to make the main process simple and to the point, but add in small moments of delight. For example, when you are ready to donate, you can swipe the donation up to ‘put it in the mail box’ and send it to the charity.
“Donating to charity is an important decision, to make it fun would be insensitive...”
Recap
Considering the short time-frame and limited research we could pull together, possibly the most important piece of data we found was that potential donors take donating to charity seriously and thus don't want to be gimmicked into it. Communicating to the client that they problem we found was different to their initial hypothesis was difficult but ultimately understood.
Working lean is a great way see how far a little time and research can actually go. Whilst slightly riskier in some ways, the fast paced iterative nature can actually save money and resources while incrementally improving a product.
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