Developing a Feature in Donation App— a UX Case Study

A Gift Card Feature To Increase User and Donation Rate

This project is an assignment from the Binar Academy that I follow, with the aim of making an MVP of an application or feature and to experience working with a team.

The application in this project is an imaginary application (we named Bekind!) which is based on a real application called Kitabisa, a well-known donation application in Indonesia.

I did this project with a team consisting of PMs and UX Designers. In this team, I act as UX Designer

Goal

The goal is how we add new users and increase the level of donations in our application

Research

In the early stages, we conducted research on how people’s attitudes change in donating during the pandemic. We get data through independent surveys and based on data we get through other survey agencies.

Findings

From a survey conducted by GoPay Digital Donation Outlook 2020 to 1049 respondents, we got the following data

1. Millennials are the most active generation to donate, with an average of 1.5 times per month
2. The highest increase in donating during the pandemic was achieved by Generation Z by +16%
3. Generation X has the highest average nominal donation, which is Rp124.000,00
4. +11% increase in the use of digital platforms during the pandemic
5. As many as 24% of respondents donate non-digitally
6. >50% of respondents like to invite friends or relatives to donate activities

The Reason They Don’t Donate Digitally

1. They don’t feel safe donating digitally
2. They doubt whether their donation reaches the recipient or not
3. They don’t know a donation agency that already provides services digitally

The Reason Why Some Respondents Did Not Invite Friends or Relatives to Donate

1. 4 out of 12 respondents feel that donating is a very personal thing
2. 4 out of 12 respondents feel confused about how to invite them properly

User Persona

We create a user persona to see the potential users we are targeting

User Persona

Hypothesis

This hypothesis emerged after we found the findings above

We should added new features to attract “new users” to donate digitally and accommodate the user’s desire to donate

Idea

Once we understand what problems the users are having and know who will be the users of our app

We agree on one idea which is

Users can send Gift Cards containing balances to donate activities to friends or relatives (potentially new users) via Whatsapp or Email

Gift Card Feature

Why Gift Card Feature?

From a survey that we conducted independently, we found that

1. 8 out of 12 millennial and gen Z respondents prefer to be given a gift in the form of a gift card
2. Increase Brand Awareness and Increase the number of donors the value of donations
3. Maintain and increase customer loyalty
4. Reduce the occurrence of fraud
5. Be a safe and effective gift choice

Prototype

After we agreed with the idea, the UX team started building a prototype for the gift card feature

Register

Log In

Home Page

Gift Card Reciever

Gift Card Feature

Gift Card Payment

Gift Card Payment (2)

Prototype

Testing

We tested the design on three people in accordance with the user persona that we had created. They are given two tasks that must be completed

1. Make a gift card purchase and send it
2. Redeem gift cards

What We Learned

We created a feedback grid from the usability testing that we have done

Worked Well

• Buying and sending Gift Cards is very easy
• Redeem code is very easy

Need to Change

• Provide more detailed information about Gift Cards
• The choice of how to send Gift Cards is made on one page

Unanswered Question

• The sender doesn’t know whether the Gift Card sent has been redeemed or not

New Ideas to Try

• Added “History” of Gift Card purchases

Feedback Grid

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