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Produced an innovative, targeted solution for millennials to donate to the
Downtown Eastside Women’s Center


Through excellent communication and teamwork with 2 other teammates. The purpose was to inspire millennials to increase their donations to the Downtown Eastside Women’s Center

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Project Overview

Project Type: Teamwork, Academic

Duration: 1 Week

Role: UX/UI designer

Tools: Figma, InVision, PhotoShop

Platform: Desktop

We were given this general question: “How might we help social impact organizations express their value, and inspire people to take action in order to drive positive change?

In a group of 3, we were able to divide and conquer a design one-week sprint, developing a solution to inspire millennials to donate to the Downtown Eastside Women’s Center.

The Design Process

We framed our design process with the Human Centred Design Methodology to ensure that We were creating solutions to real human problems.

I framed my design process with the Human Centred Design Methodology to ensure that I was creating solutions to real human problems.

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Refine
Test
Research
Define
Build
Ideate
Emphasize
Story Board
Discovery
Task Flow
Persona
Wireframe
User Stories
Feedback
Sketches
Hi-Fi Prototype
User Test
Branding
Anchor 1

Choosing a charity

For choosing a charity, we decided to find a charity that helps women in need. Because: 

Even today, in the 21st century, women and girls face unique barriers in different aspects of their lives due to their gender.

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60% of women

Face discrimination because of their gender

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10% of women 

in Canada live on low incomes

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30% of women 

have experienced physical and sexual violence since the age of 15

Downtown Eastside Women's Center

After we all agreed on finding a charity that helps women, each of us started finding different charities and reviewing their donation process. 

At last, we chose this charity because their values seemed to align with our interests and the donation process on their website could benefit from redesigning.

The mission of the Downtown Eastside Women’s Centre (DEWC) is to provide a safe, non-judgmental environment for self-identifying women (cis, trans, 2S), from all walks of life, who live and/or work in the Downtown Eastside.

EMPATHIZE

Secondary Research

We began researching articles, websites, and other charities to find out some facts about people's behaviors toward donating to charities.

These are some of our findings: 

Total of

$10.6 billion 

donated in 2020

Donors decreased

0.6% 

continuing a decline that started in 2011

Donors are usually

over 65 years

and less by millenials

Contribution of millenials in donation

After reviewing secondary research, we were surprised by the fact that millennials do not contribute as much as we expected in donations!

We decided to know more about the behavior of millennials toward donation.

Some key insights were:

Trust

Critical they trust the organizations they are donating to and the charity has a compelling mission or cause

Transparency

Being transparent is vital to engaging millennial employees

Narrowing down the problem

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Since our secondary research made us realize that encouraging millennials to donate to charities could increase the number of donors, we decided to develop a digital solution in order to inspire millennials to donate to the Downtown Eastside Women’s Center.

Goal:

To increase donations provided by millennials towards the Downtown Eastside Women’s Centre

Hoping to accomplish:

To empower DEWC to provide better services with an increase in the number of donations

to design a comprehensive solution to overcome barriers in the donor experience

The impact we want to achieve:

to provide DEWC with more resources to be able to support their cause

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Image from DEWC 's website

Hypothesis

We believe providing a clear way to provide donations will entice millenials to increase their donations. We will know we’re right when 5/9 of our interviewees mention pain points surrounding transparency in the donation experience.

Assumptions:

  • The initial users will be millennials who are not used to making regular donations

  • The #1 value a person/user wants to get from my product/service is a clear interface that makes it very clear what they are donating to and how this amount will be applied in practice to help women.

  • We will acquire the majority of my donors through social media ads (videos, posts, campaigns)

Primary Research

We created a clear interview script consisting of mainly open-ended questions. From there, we each interviewed 3 millennials who may or may not have made donations to a charity in the past 3 themes arose from the interviews:

Transparency:

Donors appreciate knowing their donation is going towards a specific person or group of people as it gives them a specific picture of whom they are helping.

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Donation impact:

Donors want to know that no matter the amount, their donation is making a difference towards a specific cause.

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Charity awareness:

Donors do not have time to research specific charities and rely on social media or friends to bring awareness to reliable charities to donate to.

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A majority of our interviewees mentioned pain points, motivations, and behaviors surrounding “transparency” and “donation impact”. As a result, we decided to base our solution primarily on “donation impact” while incorporating transparency into it.

Then we asked:

A majority of our interviewees mentioned pain points, motivations, and behaviors surrounding “transparency” and “donation impact”. As a result, we decided to base our solution primarily on “donation impact” while incorporating transparency into it.

Then we asked:

A majority of our interviewees mentioned pain points, motivations, and behaviors surrounding “transparency” and “donation impact”. As a result, we decided to base our solution primarily on “donation impact” while incorporating transparency into it.

Then we asked:

How Might We
Inspire millennials to donate to the Downtown Eastside Women’s Centre by demonstrating the impact they can have on the work the charity does?

DEFINE

Persona

Tying together our interview findings and secondary research, we created the persona of Britney. she reflects the frustrations, motivations, and behaviors of a typical Millinails user,

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Story Board

We decided to sketch out the idea of how Britney may use the donation website to help visualize her experience and to have a better understanding of her environment before we start development.  

Must haves in the design

We returned to our competitor analysis to decide on the features we wanted for the website. This is what we decided

Home Page

  • More visuals on the "About us" section

  • Clear headers throughout the website - to allow users to easily scan each section and focus on the sections they need

  • Big buttons with clear CTAs allow opportunities to donate to specific areas

  • A well-defined form and color palette throughout the website

Donation Page

  • Option to cover taxes - provide donors the option to cover taxes and make it clear how much the tax would be

  • Different methods of payment

  • Frequency of donations - option to donate monthly or make it a one-time donation at the top of the form

  • Donate in honor of someone else - easily identifiable and at the top of the form

  • Tab menu - making a navigation tab bar with different sections for the donation form

  • Amount to donate - option to have different donation amounts at the top of the form

  • Share on social media - have a well-designed photo for people to share on social media to attract more donors

Being more transparent

In addition to the features we found from our competitive analysis, we also wanted to include these features to give millennials like Britney the transparency they look for as well as show the donation impact any amount they donate will achieve.

What a certain amount of money can provide

What the impact the donation will make

Testimonials of people impacted by the charity

Indicate the small amount would make a difference

Classified donations as gifts to highlight the impact

BUILD

Sketches

Now that we had a clear idea of features, We started searching for UI elements that resonate well with the idea of the product.

After each of us sketched the whole process individually, we regrouped and came up with the final solution.

REFINE

Brand Development

We wanted to play with new and existing colors of DEWC’s brand while adding a bit of yellow to symbolize hope and cheerfulness. We wanted encourage donors to read the website.

So, we decided on the typeface “Prata & Lato” and developed the following colour palette.

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Hi-fi Portotype - Version 1

We translated our sketches into a HI-Fi prototype in Figma. 

TEST

Usability Test

We conducted a usability test with six users via Zoom. Participants were asked to perform a task in the prototype and were observed based on these parameters:

  • Successfully completing the given task

  • Understanding content on screens and task flow

  • Navigating within the pages layouts

Users were given the task goal to donate $10 to the meal preparation program as a one-time donor.

All of the users completed the task successfully, however, they gave us several valuable feedback to improve the design. 

We organized all the feedback into a Prioritization Matrix to prioritize the most impactful revisions to improve the user experience.

Below are some of the key revisions that we implemented based on the feedback.

FINAL PORTOTYPE

LOOKING AHEAD

Next Steps

  • Add more icons to allow users to easily scan the text/website

  • Have options for different types of posts for users to share on social media

  • Further user testing with updated prototype

Key Learnings

  • Don’t have too many options - users got overwhelmed when there were too many CTAs on the home page, even though they all accomplished the same task

  • It was helpful to know that we only needed 2 of the same CTAs on the home page to accomplish the same task of getting users to donate.

THANK YOU!
Feel free to
reach out  if you'd like to know more

THANK YOU!
Feel free to
reach out  if you'd like to know more

Let's Connect!

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