As the expert in UX I drove MultiplyMe’s design process, but my team used a flat (non-hierarchecal) collaborative structure to vet design changes. Our process was iterative, each month we performed a complete redesign based on insights gained from the previous month. Our process involved several inputs:
- Exensive interviews of nonprofits: Each of the three of us interviewed one nonprofit a week. I created a list of open-ended interview questions to survey the nonprofits’ past experience with fundraising, the extent of their internet presense, the demographics of their current donorbase and their desired donorbase, and _
- A Survey of the Competition: we identified as our competitors the the busniess which had the most similar goals and target user base. We then followed the userflow of setting up a donation page and of donating to an individual campaign for each to identify cominalities (best practices) and inovations from the UX/UI of each of our compeditors
- End User Surveys: After identifying our target demographic, we issued several online surveys of members of those demographics, asking both multiple choice questions to specific problems and open ended long-form questions to find unexpeced solutions. We were able to obtain responses from more than 70 members of our target demographics, which we analized to extract key insights to how and why our target end user might prefer our system to any competitor.
- Client Collaboration: for our first four itererations, we selected nonprofit to beta-test by their willingness to collaborate on feature development. Throught each campaign we met several times with each client to identify key roadblocks as well as potencial ideas for inovative new features
- Psychological Research: We identified several successful practices from the scientific literature of what motivates people to become donors. Some key insigts included creating donor illusions, time sensitiveness, social motivation, a non-stimitized avenue for social bla bla bla and bla
- Competitor Literature: We subscribed to best practices booklets from as many of our competitors as possible to utilize their existing expertise
- User-flow mapping: we identified what key information needed to be presented to and which choices need to be determined by our end-users, then we mapped where in the user flow these choices would be made and ideas would be presented.
- Test senarios: based on input from our end user surveys and our nonprofit interviews, we generated hundreds of user stories that constituted test senarios, which added to after every month-long trial and ran through before each monthly campaign.
Case study: User Referal Page
These images are only one month apart. (referal page updates)