OVERVIEW

GIVEWATTS is a Swedish non-profit organization that distributes climate-smart products like solar lamps and energy-efficient cookstoves for affordable rates, to low-income households in rural areas in East Africa. Their mission is to eradicate energy poverty in a sustainable business model by being transparent, keeping things simple, and making a big impact.

 

The main purpose of the organization is to finance GIVEWATTS in East Africa. The energy poverty holds people back in poverty, spending a disproportionate part of their income on bad energy (like firewood and kerosene). People have little or no access to the clean energy market, both because of rural distribution and limited disposable income.

 

THE CHALLENGE

Create a new funding strategy for reaching out to individual donors combining brand awareness, re-packaging, and communication channels.

MY ROLE

UX Researcher

UX/UI Designer

Copywriter

DISCOVER

Focus question(s)
Desk Research
User interviews

DEFINE

Website Findings

DESIGN

Ideation
Wireframes
Usability tests

DELIVER

High-fi prototype​
Recommendations
Learnings 

DISCOVER

As usual in my design process, the first step was to de-brief and aligned to understand the problem, find areas of improvement and maybe even challenge the client. 

WHAT?

How do we translate the organization's core values to reach individual donors and make the funding strategy of Givewatts more sustainable? 

HOW? 

By educating the audience about energy eradication and the several economical/ health and environmental benefits, making them empathize with the cause.


WHY? 

Because Givewatts is more than a regular NGO. They are making the change by not giving away a product because it creates a dependency for more. It has to do with dignity.  Nobody is giving you anything. They are in equal terms with everybody.

Design process

Design is not a linear process, it needs to be iterative in order to move forward.

To explain my design process I chose The Double Diamond of Design which is easy to understand and it clearly shows what stage the design is at. The first diamond is about discovery and the second diamond is about design and delivery, the process repeats until you get to a good well-tested product solution to release.

DESK RESEARCH

I did a competitor analysis as part of desk research focusing on the psychology behind why people donate and the user behavior towards it.

I FOUND THAT

Users are more responsive to an identifiable beneficiary than statistical information

Advertising does not increase donations

Donate helps not to feel powerless over a situation you can't control

85% of users donate after somebody they know persuade them do so

TASTE for Charity is the name of a study made in the US with 819 people who confirmed had given money to charity in the past. I use this information as a basic guide to start my work. I chose the next 3 key motivations to begin ideating

Trust

People are more likely to give to nonprofits that they trust will use their donated money to make a difference.

Social

Their donations matter to someone they know

Egoism

People give in order to receive some personal benefit, such as feeling good or looking good to others

Social media have boosted nonprofits’ ability to strategically and efficiently engage large audiences including the young ones. 


The findings suggest that Facebook Fundraising success is related not to the organization’s financial capacity but to its “Web capacity.” 



 

A study of online fundraising of twenty-four 7 major nonprofit organizations reveals that online giving has become a significant source of new-donor acquisition and that online donors tend to be younger and give larger gifts than traditional donors (Flannery et al., 2009). 

USER RESEARCH

In order to dig deeper into the European market, we elaborated a with a list of questions in the form of a survey to have an outlook on potential users' motivations, feelings, and actions towards NGOs and clean energy solutions.

P

Participants     12

Age range         24 - 60 years old

50%

Strongly agree on that access to buy clean energy solutions will improve peoples quality of life and will dignify them

58%

Have heard about clean energy solution and its impact in developing countries

58%

Have donated money to an NGO previously

84%

Prioritize their donation money to climate change causes and education

79%

Are willing to help in bringing renewable energy access to people in need in Africa

Given the growth in social media-driven fundraising and its connection to the online PRESENCE of the organizations, We believe that the creative strategy for GIVEWATTS should cover all the social media powerful tools to create awareness + direct conversions from individuals. Also, the Visual Identity and Call to Action on all the channels including the website should be ready to receive increased traffic volume. 

DEFINE

In this stage I jumped straight into working with the graphic design department to build a new website mockup. I first assessed the website information architecture finding opportunity for improvements

WEBSITE FINDINGS

I assessed the website information architecture finding opportunity for improvements, you will find next some of my findings

Lack of  brand recognition which means potential donors could not identify the organization immediately leading them not feeling comfortable enough to give

Donations buttons were not highlighted enough for people to easily engage.

Lots of text  might make the user feel not so encouraged to read it

Lack of compelling reason to give, period donations, and newsletter to maintain ongoing connections with potential and current donors. 

No CTAs that direct visitors to the donation page nor suggested giving amounts

Different user journeys for Swedish and international donors

The moment I encountered all of the previous findings I confirmed it was extremely important to have a revamped user experience journey as a part of the new funding strategy delivery

DESIGN

After assessing the previous website interface and aligned with the stakeholders I began building wireframes

Wireframes

I designed in Figma the greyscale wireframes to have a basic clear structure of what was essential in the website, these were tested first with volunteer users for usability and functionality leaving outside UI details. Once I confirmed touchpoints and interactions I started creating a high fidelity mockup.

Colors

The color palette of Givewatts represents the people of Africa and their environment. We wanted to communicate their culture, clothing, and the savanna sunset itself through the brightness of our colors.

Fonts and family

USABILITY TESTS

This was my second remote usability test on which I gave the user the instructions of opening the link from a laptop and donate 250kr choosing one payment method of their choice until completing the transaction. After finishing they had to go back to the home page and repeat the instructions with another payment method.

 

They needed to let me know which payment method they chose (and why) and if they struggled with something. I also asked them to record themselves whilst testing that way I could observe their behavior instead of what they were telling me because human minds tend to say what we think is socially acceptable.

DELIVER

Our client came to us in the attempt of finding only a marketing solution and we handed them a prototype after 2 rounds of user testing and iterations, a new visual design brand kit, a content strategy and examples of adds target to different audiences. 

This is the final prototype after the usability test iterations. It was tested with 20% new users because I wanted to have some fresh eyes on the journey experience.

For the landing page, I decided to go for a powerful image showing the impact of energy on education and a text explaining its effects as a priority

I highlighted the 90s account logo to create an immediate security feeling when first looking at the website

About page: easy-to-digest paragraphs explaining key information about the organization

Suggested amounts for a quicker one only journey, target to young people. In this stage, users also have the option to fill automatically their information (see more in the above prototype video).

I added the option of Swish and shorten the steps in a 60% to completing the transaction 

I curated the imagery making sure I selected pictures showing people making good use of the product

A 3rd and 4th call-to-action showing multiple ways to give, being careful in not exceeding

For secondary pages, I added a strip near the bottom of the page so the user doesn't get easily distracted when accessing the website 

A newsletter option was also incorporated to maintain ongoing connections with potential and current donors

Others

Explanation on what your donation will produce, trying to generate awareness on “give little, help a lot”

Social media share options

Transparency in the product journey, starting with the donation, distribution ending with a happy customer

RECOMMENDATIONS

When finalizing this project, I handed my client some advice for the future 

 

Maintain consistent branding

Add an eCommerce store; sometimes donors prefer to provide support in other ways 

Think about selling merchandise as a way to promote the brand

Keep everything secure and visible to donors. Use an SSL (Secure Sockets Layer) certificate to indicate that your network is secure

LEARNINGS

During usability testing, people want to be nice and they usually do not give an honest judgment while doing the usability test. Next time, I will tell the users that I’m actually not familiar with the product and that I’ve not worked on the design so that they feel comfortable and give their honest opinions. This is especially helpful when you are working with a set of users who are non-confronters.

Sometimes time is not on your side. The deadline for this project was 2 weeks which made it impossible for me to actually build the prototype in Squarespace. Next time, after wireframing I will jump right at building it if there is time pressure.

Thank you for reading!

Do you have any feedback? Still curious?

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© 2020 by Sandy Escobar
Tel: (+46) 072 910 61 08