提升千禧世代
線上捐款體驗案
Problem
自疫情以來，美國非營利組織的數位轉型步伐顯著加快。隨著線上捐款日益普及，我們的合作夥伴 ACF（專門促進非營利組織數位轉型的協會）渴望找到一個能夠為千禧世代提供更佳線上捐款體驗的解決方案。千禧世代被視為未來數百個非營利組織的潛在捐贈者。
Solution
一個遊戲化的網站解決方案，幫助捐贈者與非政府組織（NGOs）建立持續的聯繫。其目的是鼓勵千禧世代的捐贈者進行定期的線上捐款。
Category
UX Design
Timeline
2021.11 - 2022.01
Role
UX Designer (wireframe, prototype testing)
Partner
Asian Creative Foundation (New York, USA)
Discover
Discover
Why Millennials?
American millennials are forecasted to grow potentially and take over Baby boomers, becoming the primary population for donating in 2028. Recently, NGOs have been considering ways to optimise this generation's donation experience.
INSIGHT:
Most millennials tend to make one-time donations instead of having a recurring donation plan.
According to our user survey with 150 millennial donors, we found an interesting fact that millennials did make donations, however, their donations are not continuous. Single-time donations are hard for NGOs to create sustainable and meaningful connections with these donors.
Define
We begin with understanding millennials’ behaviours and their donation journey by interviewing over 15+ millennial donors.
Persona & User Journey
In the journey, what stops millennials from making recurring donations?
We analysed the needs and frustrations of people like Miller and developed a strategy for design opportunities.
Intervention Oppourtunities
Develop
Build the world they hope for in the future by making recurring donations.
Feature 1
According to the survey, most millennial donors follow current events regularly. We created a new communication channel for them to read personalized news articles from their interest issues, finding like-minded NPOs to donate easily.
Feature 2
Donapoly is also an interactive communication tool between donors and NPOs.
Feature 3
Deliver
We have asked 40 millennial donors from our partner ACF to participate in the A/B testing while they were interacting with our prototype and a well-known donation platform “Gofundme”. We’ve also evaluated the SUS score of the product.
Evaluation & Project Impact
