Kapra Eid

Bridge the gap between charitable organizations and potential donors in Pakistan due to a lack of awareness, communication, and trust between the two parties.

My Role

UX Designer

Year

2020

Duration

4 Months

Team Members

Mustafa Asif (Developer)

Omer Shakeel (Developer)

Muhammad Shayan Hasan (Developer)

Muhammad Harris (Product Manager)

Tools

Mural, Balsamiq, Figma

Problem Overview

Clothing donation drives are widely conducted across Pakistan to aid deserving individuals and fulfill religious obligations. However, 73% of potential donors still prefer giving their clothes away to deserving individuals they observe in their day-to-day lives. Although many charitable organizations help distribute clothes to deserving individuals living across the country, they do not receive many donations.

Project Goals

The research that I conducted for this project had two main goals

Exploration

Explore how people perceive, acquire knowledge, and form attitudes and practices concerning donations

Validation

Validate critical pieces of product proposition for two types of user personas

Interviews

To understand why these individuals do not donate clothes to the organizations, we surveyed 142 potential donors. Out of 142 participants, we shortlisted 24 participants for interviews to ask them questions about their donation frequency, typical donation patterns, and their current solutions to these donations. Our initial research highlighted the following themes:

Donors are not aware of these charitable organizations

Donors do not trust the donation process of the organizations

Donors do not want the organization to tell the recipients about them

No communication channel between the donors and organizations

Card Sorting

Based on the core themes, I created cards that showed the participants some of the potential features of the application and asked them to sort it from their most favorite to least favorite to discover more about them.

Testing Results

Our testing highlighted that 49% users preferred to see the work of organizations before they donated clothes. They wanted to see the donation drives these organizations were conducting at that time to decide themselves who they wanted to donate to. The other 51% of the participants also reflected that there could be times they have a lot of clothes in their wardrobe and would want to donate them to the organizations they wanted to regardless of any drive they were conducting. The pictures, reviews and ratings to contribute to the proof of donation was the second most important feature for them along with a messaging helpline to understand the details. Staying anonymous throughout the process was the least important feature for most participants.

Personas

From our user insights, we created two personas that reflected their needs and desires.

Storyboarding

Our personas created two different storyboards based on the two different personalities.

Scenario A

Scenario B

Lo-fi Prototype

We broke down our application based on user insights, personas, and storyboards into two main features: The donate now feature for immediate donations to a particular organization and contribute to a specific drive feature based on their progress. The donation process for both the features ensured that the users had an option to stay anonymous, stay convenient at home, and be aware of the work done by the drives.

Donate to a drive

Potential donors could view the stories of prior organizations to see the work they have done before donating clothes to a drive. They could then choose a particular campaign they want to contribute to and enter details to help the organization categorize clothes.

Donate immediately

If the donors want to donate clothes, they can tune in to learn more about the organization they wish to donate to. After viewing their ratings, posts, and information, they could contribute to the organization they like. They could also then view their current donations, mxessages, and notifications.

Usability Testing

We tested our initial screens with 10 donors and 8 organizations to gain their feedback and these were some of the problems they faced during the testing

Overall Results

Feedback

Hi-fi Prototype

I designed our final prototype over Figma with both the features to help both types of users in the donation:

In our final hi-fi, I kept the donate now button on the home screen so it is accessible every time the user would like to contribute with the minimum time needed to access it. I also streamlined the clothing donation page, and I broke the process down so users could easily choose the location. The donation drive page also had pictures and a different button type to differentiate it from donating now.

Learnings & Next Steps

We should get more participants for testing our prototype, specifically our complete hi-fidelity mockup, to understand the larger picture.

Since our participants loved the feedback mechanism, we could include more of those to reduce the learning curve.

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