PROJECT OVERVIEW:
This was a 2 week case study for Venmo, a native mobile app, which is a free digital wallet that lets you make and share payments with friends. Venmo would like to introduce a way for users to send money via their app to charitable causes they care about, whether that be a nonprofit that combats hunger or a unique Kickstarter campaign.
OPPORTUNITY:
Install a charitable giving feature to send money through Venmo to causes user may care about.
In doing so, this will strengthen Venmo’s brand.
ASPECTS TO CONSIDER:
- How the brand can leverage the social aspect of Venmo to encourage users’ giving.
- How does this fit within an app largely focused on individuals?
THE CHALLENGE:
It was a challenge to work together with different UX designers to coordinate everyone’s idea and persuade others. I volunteered to be a team lead in the group work to keep things in track and responsible for communication.
KEY TAKEAWAY:
Build a charity feature based on users’ geo-location and hobbies:
- Places users have visited before,
- Things they might be interested in, and
- Current location.
PROJECT DETAILS:
- My Roles:
As a Lead UX Designer, I put together a timeline, gave an assignment to my coworkers, and evaluated the work result.
As a User Researcher, I conducted user interview, facilitated debriefing, and completed affinity mapping, personas, feature prioritization.
As a UX/UI Designer, I sketched low- to medium-fidelity wireframes, and created high-fidelity mockups.
- Toolkit:
Google Spreadsheet, Sketch, Pen & Paper, Marvel, Keynote, OmniGraffle
MOCK UP
The prototyping function was limited. The idea was to view the Charity feature.
SCREENER SURVEYS
We started the research with a screener survey to find the target audience. In a day, we received 28 responses and identified primary users and secondary users to contact. We were interested in users’ behavior with online money transfer tools, charitable giving motivations and barriers.
AFFINITY MAPPING
- Identified pain points, behaviors, and scenarios.
- Categorized them accordingly.
Analyzed user interview data with UX team
Affinity mapping to identified pain points, behaviors, and scenarios
Explored many potential opportunities in user research
PERSONAS
Persona scenarios and behaviors helped us to address users’ issues.
COMPETITIVE USER FLOW
I conducted competitive user flow analysis for charitable giving feature in order to view the structure and content in others’ apps to find the area of opportunity for Venmo.
Explored design features
USER JOURNEY
User journey explains how users interacted with a new feature.
Discussed with UX team about user journey
Task flow showed users’ activity within the app.
SKETCHING
Rapid paper prototyping quickly generated design ideas and tested features.
We installed charitable giving feature into the first row of My Activity, so user can see the feature right away.
Based on research findings, the content of the charitable giving feature depends on users’ geo-location, preferences, and activity.
USABILITY TEST
Usability test the design version to see if the function worked as intended.
Usability test with Sunjoo who is a Venmo user
6 Usability Test
Feedback
- 4/6 users didn’t notice video icons.
- Uncertain about trusting Venmo.
- Wanted to know more about charity event.
VENMO BEFORE / AFTER
Usability test finding before and after.
Final Design
Designed new interfaces for charity features based on user research and usability test.