Educating Nonprofits on Equity Donations
DonateEquity
Duration: Jan - May 2024
Sponsor: DonateEquity website
Role: Co-Leader, UX Designer
Team of 9 UX Design students
Overview
Business equity donations are complex and poorly understood by nonprofits
DonateEquity wished to automate the education process on its website so they could focus on providing marketing help to nonprofits to access this valuable funding source. The project's ultimate vision is to make the complex donation process more automated, accessible, and user-guided for nonprofits at varying levels of knowledge on this donation.
Design Goals
Educate users about this donation
Gain trust and confidence in starting and processing donations
Design Deliverables
Wireframes - An onboarding flow for web-application, which includes a landing page, a sign-up flow, and a dashboard.
My contributions as co-leader of the team
As a team of nine, all new to this domain, I naturally took on a leadership role by delegating tasks and facilitating team discussions. I managed logistics, such as setting up meeting invites. I also led key activities in research and design and ensured the quality of our final documentation.
I learned so much about communication and keeping everyone well-updated over 4-5 months, boosting my growth as a leader. I also felt motivated when guiding/mentoring newcomers in our UX department, this was pleasant and unexpected learning outcomes for me.
USER NEEDS
“Nonprofits run on a shoe-string and go with the flow. We go with what's working without it being the most efficient technique. We do not have time to learn or process anything new.”
Nonprofits care about resources, funding,
Educate users about this donation
Gain trust and confidence in starting and processing donations
Title
Wireframes - An onboarding flow for web-application, which includes a landing page, a sign-up flow, and a dashboard.
Title
Wireframes - An onboarding flow for web-application, which includes a landing page, a sign-up flow, and a dashboard.
SOLUTIONS — KEY FEATURES
"Getting started" made accessible for all needs
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Ensuring nonprofits with verified methods
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Signing up easily to collaborate on processing donation projects
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How did we reach the final designs?
Let's take a look at our process
DISCOVERY
From knowing nothing, to uncovering insightful knowledge
Our team was completely new, but excited, about this field of business donations. We graced ourselves with multiple ways to gather knowledge as it wasn't easy to find online. All members were dedicated to making our resources abundant, which helped us ramp up quickly and revised the project plan as needed.
Research Goals
Title
Educate users about this donation
Gain trust and confidence in starting and processing donations
Title
Wireframes - An onboarding flow for web-application, which includes a landing page, a sign-up flow, and a dashboard.
Read Full Research Here
Insights that changed our design direction
Methods: DESK RESEARCH, INTERVIEWS WITH USERS (5) & EXPERTS (2), DATA ANALYSIS
Title
Educate users about this donation
Gain trust and confidence in starting and processing donations
Title
Wireframes - An onboarding flow for web-application, which includes a landing page, a sign-up flow, and a dashboard.
Title
Wireframes - An onboarding flow for web-application, which includes a landing page, a sign-up flow, and a dashboard.
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ideation & dESIGN
Delegating into 2 teams for each design flow
activities: building user flow, sitemaps, wireframes
While refining ideas sometimes met dead-ends, we all committed to daily collaboration for feedback & discussion.
Insights drawn from competitive analysis, desk research, and mentor feedback accelerated this phase.
Keeping the team on the same page
With a tight deadline for high-fidelity designs and testing, strategic task delegation allowed us to cover multiple areas in parallel. As team lead, I quickly sorted through what needed to be done and assigned sensible tasks to each member's strength and capacity.
Utilize Existing Design System
Designing with ready-to-use components & AEON's branding reinforces consistency and polished look
Content & UX Writing Matter
Gathering images, product description, pricing is vital to design and testing
Cross-check User Flow with Info Architecture
Making sure the prototype doesn't break between different touchpoint and pages
Think Ahead about Testing Protocol
Brainstorming what we wanted to know with the new design
Reiteration
Reiterating designs through
ACTIVITIES: CONCEPT TESTING & A/B TESTING
With a tight deadline for high-fidelity designs and testing, strategic task delegation allowed us to cover multiple areas in parallel. As team lead, I quickly sorted through what needed to be done and assigned sensible tasks to each member's strength and capacity.
impact
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Current
Users were stuck at certain step and considering dropping the order due to lack of info & clarity
Future
The new flow promotes transparency and seamless transition between many tasks & pages & even platform (web & mobile experiences).
-> This drives completion rates with less shoppers drop off on AEON website.
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Current
General aisle displays and selections make it harder for users to have great findings
Future
The redesign features new options (family meal kits, short-dated item aisle, etc) that provide a shortcut to shopping for users.
reflection
Good Leadership = Empowering your Teammates
Our team members come from different backgrounds, spanning from front-end dev to UI design and even human resources.
As first-time leading a design project like this, I recognized that we overcame the biggest challenge by having team members to proactively contribute and take ownership of certain parts.
This diversity allowed us to learn from one another, make faster progress, and bring in new perspectives.
Designing with Constraints Breeds Creativity
Our team carefully considered the constraints within AEON's current delivery system, optimizing what we can improve from a designer's POV.
We made a valuable trade-off by investing time in verifying AEON's operational processes before finalizing our designs. Thanks to our team members, I learned about different technical constraints from their work experience so that we managed to figure things out the way we intended to! Designing around these constraints, although being harder, helps us come up with the best possible outcomes.
Special thanks to our instructor, TA, and all members
This was one of my most intense projects, mainly because I was in the EST timezone when everyone was in Vietnam. The 12-hour time difference, on top of my teammates’ full-time jobs, created barriers to meeting a couple of nights a week. With my school work, the last few weeks were really the last stretch for the team.
I’m very thankful that everyone stepped up to assist me whenever I needed it. We grew to become friends, bonding over the trauma of the project and supporting one another. Can’t wait to meet and have a coffee with them sometime! 😆
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