charitable giving for young professionals
How are current charitable services reflected in todays young professional society? A range a quantitative online surveys and qualitative face-to-face focus groups were conducted to increase validity of response. The findings were as always, eye opening and fundamental in the process.
Lack of trust in how givings are spent.
Lack of transparency in how the corporation works and funds are spent.
Method of payment - ie. users no longer carry cash.
Perception of size - this worked both ways. A charity too big caused trust issues for some not able to understand clearly understand where their givings would be dispersed. A charity too small worried customers in terms of longevity of support.
Perception of problem. Customers that are not aware of said issues want to gain their own perspective to unbiased research.
Personal affirmation - customers want to see or feel how they are benefiting the charity from a singular viewpoint.
“There’s no such thing as a self-less good deed” - Phoebe, Friends.
From vast user and competitor research a range of user personas were created to illustrate to the team who their target customers. What do they like? Dislike? Enjoy? Get up to? What are their motivations? And how can we better connect with them?
This is a very important step to be shared with the team and wider company.
It is natural that many of us ‘suspect’ what our companies customer looks like and how they may behave but this can have detrimental and costly effects on how we communicate inevitably to a potentially incorrect persona.
More often than not this is based on personal experience and inevitably contributes a biased and differentiating view point.
Teams must be aligned and unite in understanding their customers
User personas are a great task to do with members of the team from all departments!
< Here is an example user persona created for this project.
From the research conducted, the objective was coming clearer:
How might we connect young professionals with local charities worldwide to provide donations and support with true transparency?
User Experience MAp
User Experience Map - How might we turn the happy points into ecstatic and the low points into highs?
Happy path, simplified User Flow
Several rounds of user testing with staff and customers were completed both in mid-fidelity and high-fidelity design stages.
Positive from customer:
Transparency - Users were not deterred by trust due to the ability to speak directly with the charity owners and the contribution amounts detailing exactly what will come from said donation.
Method of payment - “Simple and with ease”, allowing Paypal and saved card payments with limited input details required.
Perception of size - Users enjoyed the idea they were able to find a charity of size that honed well with themselves.
Perception of problem - Overviews introductions from both the Charma team and charity themselves in the app allowed users to see the ‘problem’ from varying viewpoints. Being able to speak directly with the charity and seeing regular updates from the charitable work further minimised this issue.
Personal affirmation - Regular live updates on how the charity is doing and what improvements have been made give the donor that well deserved ‘pat on the back’.
Notes for improvement:
Detail if/if not commission is charged
Include personal stories from those affected by the needs of the charity
Allow option for subscription/direct debit payments
Detail how much money the charity has received so far ( year to date / month to date etc)