Venmo team uxdi_habanero_project3

Project #3

SeokHui Hong Toby Marlow Willa Wolfson

https://ga-students.slack.com/team/hong

THE CHALLENGE

Strengthen the Venmo brand by offering ways for users to easily connect with and contribute to their favorite charities and causes.

Discover Define Design Deliver

User TestPersona

User Research

Feature Map

Contextual Inquiry Affinity

Mapping

Business Analysis

Define User Type

IterationSketchesCompetitive

AnalysisWireframe

Prototype

Deliverable

PROCESS

RESEARCH Business Analysis

Contextual Inquiry Competitive Analysis

User Research

Not botheringfrom their experience

Drink for last night!

“Super useful app!”

“So, so convenient!”

Customer Reviews

“Most convenient way to split bills!”

Business Analysis

“It’s weird to see other people’s financial stuff”

Make and Share Payments.

Business Analysis

WHY?

Ice bucket - disconnect

RESEARCH

Disconnect between

Social media and Charities

RESEARCH

Social

Money

Donation

Make a difference!

RESEARCH

Complex Simple

Social

Snapcash

Squarecash

COMPETITIVE ANALYSIS

Turn a weakness into a STRENGTH!

USER RESEARCH

!  & �� Screener!  & �� 10 User Interviews!  & �� 30 Surveys

!  & �� Contextual Inquiry

Friend FeedClick on Payment

TapOpen Venmo Pay or

Request

End

Type Name

Enter Amount

Enter Message

Pay or Request

Tap to Confirm

Donation

Existing user flow

RESEARCH Contextual Inquiry

85%

95%

“I don’t trust where my money goes!”

“I am more likely to donate if my friends recommended me.”

40%

“I would love to have some incentives or rewards.”

“I have donated out of guilt”

60%

RESEARCH Survey findings

RESEARCHAffinity Mapping

RESEARCH

Pain

Pleasure

Low effort High effort

Affinity Diagram*

*Size of circle indicates frequency of responses.

Donating to favorite/personal

causes

Incentivized Donations

Knowing where money is going

Instagram

Venmo social feed

Social media

observer

Paying friends

Payment security concerns

• User patterns • Splitting bills

• Security is a concern for some users.

• Trusting charities - “not sure where

my money is going”

• Donating is very personal. Cause

should mean something to the user.

• Needs to trust organization • Wants to receive incentive • Relies on friends/family

Donate Money Transfer

• Venmo is very convenient

• Mainly used for splitting bills

• Social part is weird

Social

• Visual is important

• Staying in touch with friends

RESEARCH - FINDINGS

DATA MODELING Personas

User scenarios User Stories

Archetype

Objective

Opportunities

Jess: The Team Player

Donate to the causes and charities her friends and family are involved in.

Introduce new charities and causes.

Fred: The Leader

Search charities that he trusts or causes that he cares strongly about.

Encourage discovery of other causes by including multiple search results throughout the process.

Lucy: The Sympathizer

Quickly and easily donate to charities using technology I understand or learn quickly.

Make the donation process simple and fast.

DATA MODELING Personas

Age Occupation

Status Location

Archetype

24 Marketing Executive Single Manhattan The team player

RESEARCH + DATA MODELING

Behaviors • More likely to donate money to causes as part of a group. • Attends charity events with friends. • Uses Instagram to keep up to date with all her friends’

activities. • Dines out with friends frequently and uses Venmo to split

bills.

Goals • Not miss out on any social events or activities. • Avoid awkwardness of asking friends for owed money. • Keep up to date with all her friends’ interests.

Frustrations • Overwhelmed by the number of charities and causes asking

her to donate. • Being guilted into donating money to a cause. • Limited disposable income

Bio Jess is a recent college grad who is working at a Manhattan marketing agency. She is a social butterfly and likes to go out with friends at least 3 times a week. Jess considers herself socially conscious but is not passionate about any one cause but rather likes to support causes her friends are already involved with.

Tech behavior

Incentivized Self-motivated

Trusting Cautious

Early adopter Laggard

Public Private

Jess The Team Player

“Attending charity events is a great way to catch up with friends and have a good time together”

Age Occupation

Status Location

Archetype

32 Architect Married Brooklyn The leader


Behaviors • Selective about the charities he donates to and is more likely to

support causes that are relevant to his life. • Proactive in the support of charities. Actively seeks out causes

and encourages others to do the same as well. • Often offers to pay for bills and have his friends reimburse him at

a later time.

Goals • Wants transactions to be instant and convenient. • Have his friends join with him in the support of causes he cares

about.

Frustrations • Needs to trust a charity before he is willing to donate money to it. • Not knowing where donated money is going. • Has concerns about safety and security of Venmo. • Thinks auto pay (recurring) donations are impersonal.

Bio As a partner at an architecture firm that specializes in sustainable practices, Fred considers himself very environmentally aware and socially conscious. Fred is a fact-based person and and insists on doing as much research as possible before committing any money to a charity or cause.

Tech behavior


Trusting Cautious


Public Private

Fred The Leader

“I love being able to contribute to charities but it needs to be on my terms. I need to feel secure that the charity is honest and my

contribution is benefiting those in need.”

Age Occupation

Status Location

Archetype

40 Accountant Married Chicago The sympathizer


Behaviors • Donates to national disaster relief funds during times of

need. • Observes more than participates with social media.

Goals • Keep track of personal finances. • Easily request and pay friends money.

Frustrations • Hates public feed in Venmo. Feels personal financial

information should be kept private. • Does not like when charities ask for more than a one time

payment. • Can only concentrate on one social media platform at a

time.

Bio As a mother of 2 young children, Lucy is particularly sensitive to the needs of other families around the country. If the family budget allows for it, Lucy likes to donate to natural disaster relief funds or other causes that are mentioned heavily in the press or on one of her favorite blogs.

Tech behavior


Trusting Cautious


Public Private

Lucy The sympathizer

“I think it is our job as humans to give to those who need help at times when things are most desperate”

Problem statement: While most users verbally commit to donating to charities, many times they do not follow through.

CONCEPTINGFeature development

Wireframing User validation

FEATURE DEVELOPMENT

• Began with a brainstorm

• Ideas mapped on feature prioritization chart.

FEATURE PRIORITIZATION Feature map

Low engagement High engagement

Essential

Nice to have

Create a campaign

Join a cause group

Progress bar

Search + browse causes

Browse nearby Campaigns

Social cause feed

Frequent buyer points

User levels Hierarchy

Hashtag donations

Messenger

“Meal share” Donate tip to pay for cause

Silent auctions

User discounts Food/drinks etc

Least votes Most votes

Low priority High priority

• Areas to explore: • Cause search page

• Cause hashtag / name

• Create a campaign

• Personal progress bar.

FEATURE PRIORITIZATION ANALYSIS

Social Peer validation is a strong

motivator for many users and will encourage participation.

Donations Must be secure and simple.

Discovery Must be a way for users to locate a cause or charity quickly and easily

Design proposal: Leverage an existing behavior to create a simple way for users to donate to their favorite causes and charities.

causes The easy and trustworthy way for

users to donate and discover causes.

CONCEPTING

A profile page designed with the needs of charity organizations and

users in mind.

A secure and simple way for users to directly donate to causes they care about.

“Venmo donation @Charity_name”

causes page causes handle

SCENARIO

Venmo Cause handles are designed to be easy to remember and can be

applied to a range of media.

DISCOVERY FLOW

The Leader

Venmo Search causes

Causes

Thank you

Select cause

Choose Donation

The Team Player

Thank you

Choose Donation

The Sympathizer

Venmo

Enter Cause

tag

Payment page

Choose Donation

Thank you

SKETCHINGCampaign/Charity Page Make a Donation Page

Explored: • Progress bar • Leaders & contributors • # of friends donated • Invite a friend • Description of campaign

Explored: • 3 charity options • % donation • $ donation • “Tipping” a cause

Personal Profile Page

Explored: • Social feed • Create a campaign • Donate to friend’s campaign • Follow campaign

Used in wireframes

WIREFRAMING AND ITERATING

End preventable child deaths

Unicef

@UnicefUnicef United States Fund

Score: 9.5/10 (What’s this?)

90% of every dollar spent goes directly to assist children

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10 of your friends have donated so far3,103 total contributers

Donate Now

Invite a Friend Add to Favorites

Read More

#children #humanitarian

1st Iteration 2nd Iteration

Key Takeaways from User Tests:

1. Where does the “score” come from? • Added “Charity

Navigator” 2. Where exactly is my

money going to prevent child deaths? • Added more context

(clean drinking water) 3. Too cluttered!

• Spaced out the information and “hid” some of it

Key Takeaways from User Tests:

1. Where is the community that needs water? • Added more context

(Sudan’s drought) 2. It’s hard to tell that the “3

weeks is changing” • Made it bigger and

bolder 3. What does “Invite a

Friend” and “Follow Unicef” mean? • Added a short

description for each

1

2

3

1

2

3

CURRENT ITERATION

View Current Prototype in InVision:

• http://invis.io/PY2QRM334

Clickable prototype for:

Jess: • Receives notification from friend

to donate to the cause Fred

• Searches for Unicef because he already is interested in it

http://invis.io/PY2QRM334

CURRENT ITERATION

Donate to @Unicef:

Lucy: • Sees a billboard asking her to

donate to Sudan and makes a donation via Venmo

NEXT STEPS

• Provide more information on the charity that a user is donating to • Embedded videos • Extended stories

• Contributions page for Venmo users to track their donations

• Explore incentive options for more frequent donations: • Partner with local stores/organizations • Enter in a lottery to receive a gift certificate each time you donate

APPENDIX

Global Feed

Friends Feed

Personal Feed

Pay or Request

Charity Feed

Invite Friends Friends Notification Pending

Payment Search People Settings Personal

ProfileCash Out Charity Profile

Home

Confirmation

Main Page

Side Bar

APP MAP

Seok Hui Hong invites you to donate to Unicef - Help me provide communities in Sudan affected by the drought with clean drinking waterslide to view




Find Out More About this Cause

1 week

Provide a community in Sudan affected by the drought with clean

drinking water for

Seok Hui Hong invited you to donate to a cause

Unicef United States Fund@Unicef

Donate Now

$3

10 of your friends have donated so far

3 weeks

Provide a community in Sudan affected by the drought with clean

drinking water for

Learn More

Donate Now

Unicef


Charity Navigator:

90% of every dollar spent goes directly to assist children

Invite a Friend Follow Unicef

$5

#children #humanitarian

Invite up to 5 friends to contribute to this cause.

Add to your favorites so you can contribute to this

cause in the future.

@CharityCharity

Donate Follow

Luke paid Habaneros

Like Comment

Search for a charity or interest

3,103 total contributers



@CharityCharity

Unfollow


@CharityCharity

Unfollow

@CharityCharity

Donate Unfollow

@Charity12 of your friends donated to X

Follow

@Charity8 of your friends donated to Y

Follow670 total contributers

@Charity5 of your friends donated to Z

Follow3,100 total contributers

2 of your friends donated to q Charity 9.5/10

CAUSES I FOLLOW (MAXIMUM OF 3)

@Charity2 of your friends donated to Q


@Charity14 of your friends donated to W


Search for a charity

CHARITIES INTERESTS

@CharityCharity

@CharityCharity

@CharityCharity

@CharityCharity

Q W E R T Y U I O P

A S D F G H J K L

Z X C V B N M

123 space return

I The I’m





Unfollow

@CharityCharity

Unfollow

@CharityCharity

Unfollow

@Charity12 of your friends donated to x charity

Donate Follow

9.5/10

@Charity8 of your friends donated to y charity

Donate Follow

9.5/10

@Charity5 of your friends donated to z charity

Donate Follow

9.5/10

@Charity2 of your friends donated to q charity

Donate Follow

9.5/10




10.00

Give to Unicef and help stop Ebola in West Africa.

$5

$5 Give $5 to x charity and help do x.

CAUSES I FOLLOWSelect which causes you would like to support below.

Give $5 to y charity and help do y.

$10.00Your Balance

Arrives on Thurday, April 16

Give $5 to Unicef and provide a community with water for 3 weeks.

Edit

Edit

$5 Edit

Donate $5.00 and Cash Out $10.00

Search for a @charity or #interest

Donate

@CharityCharity

Donate

@CharityCharity

Donate


Donate


Donate


Donate


Donate

2 of your friends donated to q Charity

CAUSES I FOLLOW


Fred WilsonFred Wilson

15.00

Fred Wilson@Fred-Wilson

10.00


Confirm

$5 $5


$10.00Your Balance



$5 Give $5 to x charity and help do x. Edit

Give $5 to y charity and help do y. $5 Edit


Confirmation

1 week

Your $3 donation helped provide a community with water for

$12.00 will be deposited to your bank account:Chase ***9265Expected arrival:Thursday, April 16 (1 day)Cashouts requested before 7PM Eastern are deposited the next business day, excluding weekend and bank holidays.

SUCCESS!

THANK YOU!

@Unicef


Main Page

Cash Out

Select amount of

money

Confirmation

Charity Feed Charity Search Charity Page





Unfollow

@CharityCharity

Unfollow

@CharityCharity

Unfollow


Donate Follow

9.5/10


Donate Follow

9.5/10


Donate Follow

9.5/10


Donate Follow

9.5/10




Follow Charity

NotificationNotifications

Page

10.00


$5

$5 Give $5 to x charity and help do x.


Give $5 to y charity and help do y.

$10.00Your Balance



Edit

Edit

$5 Edit


Cash Out

Pay or Request

InviteFriends

Donate Now

WIREFLOW

ORIGINAL USER FLOW

CURRENT USER FLOWOnly added to 2 actions (highlighted in blue) to the existing flow

PERSONA USER FLOWS

ANNOTATED WIREFRAMES






