GOFUNDME
Improve acceptance experience for users who have received an invitation to join a fundraising team.
PRIMARY GOAL
Resolve user confusion and drop off caused by the current experience.
MY ROLE
Lead product designer from initial research and ideation to prototyping and the final delivery of hi-fidelity assets and specifications to engineering.
CONSTRAINTS
Inability to track acceptance rates when the campaign organizer shares via a link.
Who is the user? What matters to this person? How does this feature fit into their lives?
"Our mother was an incredible woman, and we want to work together to honor her life with a very special memorial."
Hi, I’m Ron. My mother, Jane, recently passed away suddenly of a heart attack. My family and I are broken over this loss, especially because it was so unexpected. I, like many of my siblings, live a plane ride away from where my mother lived, so it’s not easy dropping everything here at home, making the necessary arrangements from afar, and figuring out how we’re going to cover all these costs.
My sister, Julie told me she was going to set up a GoFundMe to help cover the costs of our mother’s funeral expenses and add me and the rest of our family to it to help manage the page. She said I should get an email about it. Since all of us siblings are located throughout the country, it’s a great way for each of us to get our local communities involved and keep them up-to-date on the funeral arrangements for my mom.
Persona: “Team Member”
Personal Information
• Age: 32 years old
• Occupation: Sales Representative
• Location: Steamboat Springs, CO
• Income: $30,000-$50,000
• Status: Married with young children
Motivations
• Lessen the financial burden of his mother’s funeral
• Honor his mother with a special memorial
• Fear of taking on debt
Goals
• Raise as much money as possible
• Feel emotional support from his community
Feature-Related Goals
• Join my sister’s GoFundMe
What are the problems this project attempts to solve? What do we want to achieve? How will we know if we're successful?
Point of View
(USER) Ron, a brother of Emily, (NEED) needs an easy way to gain access to the GoFundMe Emily set up for their mother’s funeral expenses, while he is not physically in close proximity to where Emily or his mother was living. (INSIGHT) Ron wants a quick way to join the GoFundMe, so he can help his sister and other siblings manage the page.
Goals
• Clear and easy next steps for a user to become a team member.
• Education around what it means to be a team member.
• A preview/viewing of the current campaign page they will be helping to raise funds for.
KPIs
• Decrease in Drop Off between Email Invitation and Account Creation
• Increase in Registered Team Members
• Increase in Donation Revenue attributed to Teams
• Increase in Tip Revenue attributed to Teams
Current Pain Points
Currently, only ~11% of users that click “Join Team” in the email invitation or the unique invite link become team members.
PAIN POINT #1
The email invitation and invite link both direct to the campaign page, which has many competing CTAs. ‘Join Team’ CTA is often missed.
PAIN POINT #2
Many users think they’ve accepted the invite by clicking on “Join Team” from the email, when in reality, they still need to create or sign into an account.
PAIN POINT #3
Sign up page has very general reference to accepting a team invite.
What are the ideas? What are possible solutions?
Inspiration Board & Brainstorm
How are other companies solving the invitation process of adding admins?
AirBnb and Evite’s cohost invitation experience is a very similar dynamic to GoFundMe’s team member invitation experience. Therefore, they were great for inspiration. AirBnb and Evite both directed users to a sign in page after the user clicked/tapped from the invitation email or link.
What are areas of opportunity after revisiting the existing experience and identifying current pain points?
How can the ideas be represented? What needs to be created in order to test with users?
Wireframes
What are users telling us that we can further iterate on? What went well? Where did users have difficulty?
Using UserTesting.com to test for usability, I created a prototype of the experience to test with five users. In summary, 4 out of 5 users were easily able to accept the invite and set up an account. Some additional insights we gained:
Remove the “View campaign” button to further streamline the experience.
From the campaign page, change the button from “Accept” to “Join Team”. (1 user thought they joined the team just by selecting the “Accept” button.)
Pre-fill their email address (and potentially their first and last name) on the sign up page.
Rework the welcome modal language. Some of it came off confusion and even intimidating.
Further personalize the sign up page to mention the organizer’s name, as well as, the campaign title: “Sign up to join Emily’s fundraising team for “In Memory of Jane””
"First I would read the email and then I would click “Join team”. I would also view the campaign, but I'm assuming I know all about it, since I'm her good friend."
USER TEST SAMPLE
Specifications and Delivery to Engineering
Project Kick Off
Meet with all key stakeholders to review the project brief and demo the Invision prototype.
Answer any questions, address any concerns and take in any last minute feedback.
Design QA and Launch
Join Scrums
One of the keys to a successful launch is collaborating with engineering at each step. Touching base during scrums is a great way for design to track progress, be available for questions, and provide an update on design QA progress.
Design QA
Documenting design QA feedback within JIRA as soon as features and/or requirements are ready for review helps fast track progress and getting to a final state, ready for launch.