Case Study
Design a donation app in order to increase the charitable behavior of millennial
Donating to charities has always been a great way to help those who are less fortunate and often require financial assistance. Recently, with the advent of technology, more and more people are turning to apps for their charitable giving needs. One such app is a donation app, which allows anyone with a smartphone to give donations to various charities and organizations with the simple press of a button
Donation has always been an important part of any non-profit organization’s fundraising initiatives. In India, donation has largely been used as a way to extend help to those in need
This is increasingly becoming important in India, as the country continues to encounter a wide range of problems — poverty, illiteracy, environmental degradation, extreme weather events, among others. There are hundreds of charitable organizations and NGOs striving to contribute to the betterment of many lives, and donations have become integral in helping them fulfill their goals
But, the process of donating for corporate and individuals is straightforward. Individuals can contribute through online payment platforms such as Paytm, Mobikwik, or any other web browser. Corporate donors usually enter into agreements with the NGO on an annual basis, which enables them to make deposits or even provide goods or services. " There is no such donation app, which will help people for easy pickup- drop-up services. Also, most of the people try to donate where someone has given a reference or big NGO. So, the big gap here is we avoid the small NGO who are more in need"
Donateasy is an easy mobile application which would channelize the clothing/ household goods donation among donors, organizations and connecting one NGO to another. It would let user search for nearby NGOs and make a booking for donation through easy pick up and drop options. One can also search for NGOs within a city, Area or by PIN location. User can also make donations based on specific requirements posted by the NGOs
It is a platform designed to serve as a home for Humanitarian services such as NGOs, charity organizations and initiative towards Green Earth. Its mission and vision are to help create a channel between Donors and NGOs, to serve the underprivileged people with adequate help by donating clothes, bedding, and other household goods. It also aims at protecting the environment by mitigating the Landfills waste, happening due to lack of medium for users to donate their Re-usable goods
Donateasy is creating a less explored idea of Donation of goods through Mobile App for making donation process effortless. It also aims at ‘REUSE’ ‘REDUCE’ and ‘RECYCLE’ concepts of Zero Waste Management
Problem statement
Identify the potential of donation among individuals, corporates, NGOs and find solutions to simplify the donation activity through Mobile application
Objectives & Goals
How might we enhance the user’s experience for Online clothing donation?
How might we increase user engagement towards Donation to NGO?
How might we help NGOs to interconnect with each other for mutual collaboration?
How might we assure users to trust NGO?
Design process
Involving five phases — Empathize, Define, Ideate, Prototype, Test and implement — it is most useful to tackle problems that are ill-defined or unknown
Business challenges
1 ~ Users feel lack of an easy operated app for donation
2 ~ Users would like to have pick up options to Donate
3 ~ Users prefer to explore NGOs in nearby area
4 ~ Users feel lack of an easy operated app for donation
5 ~ Users look for Proof of delivery
6 ~ Potential users are independent
Product User : Our target audience is working population o age 18 to 60 years old
Quantitative research
I have conducted an online survey with about 10 to 20 users who fall in my target demographic
A thousand sticky notes later..
User needs
‘No dedicated mobile application for donation of clothes and household items’
Sukhlina, fashion blogger/social activist based in Bengaluru
‘How do I get to know that my donated goods have been handed over to the right person’
Tom, Software Engineer based in Bengaluru
Tom, Software Engineer based in Bengaluru
‘I would participate in donation, if its a nearby place’
Chris, Entrepreneur based in Delhi
Chris, Entrepreneur based in Delhi
Empathy mapping
User persona
Based on the information I gathered during my research, I created 2 user personas, Ravi and Sukhlina. They represented my prospective users and helped me keep them in mind as I was progressing on my design. I deliberately cerate dummy personas to be quite different, I wanted it to serve as a reminder that I need to cater to wider range of population
User flow
Ideation
METHODOLOGY - LADDERING
1) How might we increase user’s engagement towards Donation to NGO?
Ideas
2) How might we assure users to trust NGOs for donation?
Ideas
3) How might we enhance the user's experience for Online clothing donation?
Ideas
4) How might we help NGOs to interconnect with each other for mutual collaboration?
Style Guide
Mission & Vision
DonatEasy is Bridging the Gap between donors and seekers,
by making the Donation process Easy and Trustworthy as never
before. DonatEasy is destined to fulfill hopes and spread love.
Rationale: I chose this mission/vision because there is no existing
App dedicated to Donation and connecting with NGOs all around.
There is one NGO for every 400 people in India, yet underprivileged
people struggle with their daily needs
by making the Donation process Easy and Trustworthy as never
before. DonatEasy is destined to fulfill hopes and spread love.
Rationale: I chose this mission/vision because there is no existing
App dedicated to Donation and connecting with NGOs all around.
There is one NGO for every 400 people in India, yet underprivileged
people struggle with their daily needs
Brand Personality
DonatEasy as a person is one who wants people to connect
with each other and create a difference in the society through
Easy donation. DonatEasy’s core values are hope, love, faith &
luck. Rationale: I chose this personality because it is important
that brand should create a value of getting more involved
towards Donation for underprivileged, for people in need.
Brand has to be trusted by people and it should create a sense of
confidence
with each other and create a difference in the society through
Easy donation. DonatEasy’s core values are hope, love, faith &
luck. Rationale: I chose this personality because it is important
that brand should create a value of getting more involved
towards Donation for underprivileged, for people in need.
Brand has to be trusted by people and it should create a sense of
confidence
Brand Attribute
Effortless, Trustworthy & Caring. When a product is effortless,
more people tend to get involved and continue using the
product. When a product conveys a sense of Care and trust
people are more likely to participate and help people in need
more people tend to get involved and continue using the
product. When a product conveys a sense of Care and trust
people are more likely to participate and help people in need
Sketches
Wireframing
Major screens
🎊Conclusions + Lessons learned-
I am immensely grateful to be able to work on this app. I got an opportunity to learn a lot while working on this application. I explored and learned about the various processes involved in the UX process so I could see what it really looks like. I have developed my exploring and information gathering skills while working on this app.
On that note, a few things I’ve learned:
I understood the importance of iterating, there are 100 possible ways to design a screen/element, but only a few of them will work and fit the product & its users’ needs.
I understood the importance of iterating, there are 100 possible ways to design a screen/element, but only a few of them will work and fit the product & its users’ needs.
Usability testing is the most crucial step as it helped me to realize what users found helpful and what-not.
I learned how to take feedback. Initially, we believe that our very first iteration is correct, but that is not always the case. Both UX and UI get better as we reflect on it and pay attention to the details.
Overall, this project helped me to work on myself and my skills. It taught me to have patience and consistency and helped me improve my problem-solving and visual design skills.
Appreciate the learning process and remember that you are attempting to solve a business problem. It’s all about how creative and innovative one can think and put forward.
I hope you enjoyed reading this CASE STUDY as well and found it to be informative. Please feel free to contact me on LinkedIn for any feedback or suggestions on this.
Until next time, Cheers & stay safe!
