DONATION STARTUP | MVP | WIDGET | 2018

How might we enable readers to make donations to causes directly related to the articles they are reading?"

Company background

Donaco is a non-profit start-up supported by Microsoft and Imperial College London. It connects media and non-profit organisations to help users donate to causes. Donaco enables an NGO’s campaign to be placed in context within a relevant article. As a result, the donation process is faster and easier for users.

The situation

As a lead product designer, I helped refine the first business proposition, plan and design the MVP in a short time-frame. I supported the engineering team in building the prototype with the ultimate goal to grow the userbase, collect user feedback and data to learn from it as fast as possible.

Key objectives

1. Strengthen the correlation between the NGO’s campaigns and the content of the article.

2. Ensure trust to donors, from the discovery of the service up to payment and confirmation.

3. Design a widget that will not disrupt the reading experience.

4. Explore a contemporary visual design to position the product as a new innovative solution.

The design process

Experience map:

In context with the scope and the budget, I applied a lightweight design process by interviewing potential users to collect initial insights. I conducted a workshop assembling an experience map to explore and capture ways to ensure trusts to donors along the process.

Core user Journey:

We focused on this core user journey, reflecting insights and findings with the key objectives to simplify the donation experience as much as possible and express trust. We later worked on identifying edge cases and secondary actions. 

UI Design

Results

We managed to clarify the brief, unify the team around a single short term objective, and have a prototype ready within a few weeks. This helped us validate the value proposition and highlight features we should include next to achieve success.

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