Connecting Changemakers
to Givers
Role: Design Lead, Conducted Ideation Workshop, User Experience Design, Conducted Usability Testing
Team: Collaborated with Natasha Chatavaraha, Bibi Tanjasiri
Created: November 2021
Cheewid.com is a platform that was founded to increase more transparency to donations in Southeast Asia starting with Thailand. There’s up to $500B - 600B* in philanthropic giving per year in Asia however we see a trend of smaller social impact organizations closing down because donations do not reach them. One of the key problems is that many givers have visibility to only well-known organizations or ones that are performing well digitally.
Therefore Cheewid's mission is to represent as many social impact creators as we could, as well as give them tools to fulfill their missions such as allowing them to fundraise, and recruit volunteers online. Our vision is to be the platform that connects all changemakers to givers.
My job is to lead the experience design team to improve the earlier MVPs that gave us initial funding. Our goal for the next MVP is to gain more users to use the platform both on the social impact creator side and the donor side.
Approach
From our previous MVPs, one of the key problems is the lack of usability testing done before implementation due to a time crunch. Therefore, for future MVPs our key approach would be to include testing before any development starts.
Current MVP Test
Key Takeaways from testing
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Fundraise campaign page doesn’t intrigue users to donate
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Users do not really understand our platform’s purpose
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Donation flow is complicated
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Creating campaign process can be simplified
Synthesis
We took feedback and cluster them into groups to come up with priorities for the next stage using the impact vs effort matrix. Our first priorities are to create a more enticing campaign page, improve navigation, simplify donation flow and make the about page more friendly to read.
Ideation
Then came up with ideas to improve the campaign page we came up with a problem statement of how might draw more engagement to our campaign pages?
Then we relooked at different stakeholders' needs and wants from our campaign page.
Impact Creator (Solo/Small Team)
Name & Age: Tan, 32
Title: Co-Founder of Clean Ocean Social Enterprise
Role: Fundraise, Marketing, Team Building, Budgeting
What matters to him?
Getting enough budgeting to achieve his team's mission of cleaning up Thailand's Southern Sea through fundraising or funding. Also gaining volunteers to help him with the project.
What does he need & want?
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Needs a campaign page where he can showcase his project well to fundraise and recruit volunteers.
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Wants to give updates about his project easily.
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Wants to build a community that has interests in his project.
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Wants to sell merchandise as another channel to fundraise.
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Needs to easily share his campaign with his other marketing channels.
Impact Creator
(Bigger Organisation)
Name & Age: Grace, 58
Title: Marketing Manager
Role: Marketing, Communication, and Budgeting
What matters to her?
Getting more budget for her team's project and organization. Gaining more exposure for upcoming projects. Gain more funding.
What does she need & want?
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Wants another channel to showcase her organization's projects to fundraise and recruit volunteers.
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Needs more people to acknowledge her organization and what they've accomplished.
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Wants to easily sync information of her project she already inputted elsewhere.
Donor
(Individual)
Name & Age: June, 27
Title: Creative Designer
Role: Donor, Volunteer
What matters to her?
Convenience to give and volunteer to causes that matter to her at that moment. Such as it's her birthday and she wants to donate to abandoned dogs, she needs to be able to find campaigns helping dogs instantly.
What does she need & want?
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Needs to easily understand what the impact creator is doing and their goals to help the cause.
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Needs to be able to trust the campaign creator and to know that others are also helping them out.
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Wants to know how the money will be used.
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Wants a sense of connection to the campaign she's giving.
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Wants to be able to get a tax deduction from her donation made.
Donor (Company/Funder)
Name & Age: Dave, 45
Title: CSR Manager
Role: Marketing, Communication, and Budgeting
What matters to him?
To find campaigns that his company should be supporting to gain CSR.
What does he need & want?
-
Needs to easily understand what the project is about and how his company can help.
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Needs to be able to trust the social impact creator and know that the campaign is gaining good traction.
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Wants to be able to report his project finding easily to his team to make a decision.
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Wants the company logo to appear on the campaign page as one of the supporters.
After that, we brainstormed ideas to meet their needs.
Prototype
We explored different campaign page designs starting with low fidelity wireframes
Then we designed hi-fidelity screens
And created a prototype on Figma and conducted A/B testing. Due to social distancing, we conducted tests online, by video calling our participants and allowing them to share screens while they navigate between Test A and Test B.
From this, we gained insights on what they feel about our new design, which design they prefer, and what other aspects they expected to see on the campaign page.
After A/B testing with over 15 participants, the results turned out very positive, the majority of participants prefer our new design, therefore it is currently in the implementation stage.
*Sources for the amount of philanthropic donation in Asia: 1/ Nikkei Asia Report “Asian philanthropists can potentially give twice as much as US” (Source) and2/ Center for Asian Philanthropy and Society “Doing Good Index 2020 - Profiling Asia's Social Sectors: The Path Forward” (Source)3/ BizTechMagazine “Most Nonprofits Are Investing More in Software than Hardware, Study Shows “ (Source)4/ Rockefeller Foundation “Philanthropic Growth in Asia & China” (Source)
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