APPROACHING THE PROBLEM

Understand the pitfalls in the current journey

I started by identifying the flaws in the current journey, the product is asking to convert to monthly in three different places, at the beginning of the experience, in the middle, and at the end after the user has finished.

There were three areas where the flow need to have fixes

1. The flow ask the user to switch to monthly three times in different locations which clutter the experience.

2. The presets defaults amounts for monthly are high.

3. The overall UI looks old fashioned and contains lots of visuals that compete for the user's attention.

FIX THE FLOW WITH A NEW JOURENY

Fill the gap and add meaningful touch points

I decided to only ask the user to switch when value is perceived. I needed to make sure the user is going to reciprocate at the right moment, so I drop the last screen, by this, we have only two places where ewe ask the users to convert. Later, I with the team started the redesign process.

IDEATION

Exploring toggle with joyful touch

I conceptualized the Heart-Tree metaphor to communicate growth, joy, and sustainability. Adding micro interactions on the UI level boosted the experience to another level.

ITERATE

Reduce default monthly amounts to encourage users to switch

In the middle of the flow, we asked the one time donor again to switch to monthly, but this time we ask in a different way. Based on moderated testing sessions with the users we learned that.

$20 or $25 per month, are huge amount of money to ask as a monthly donation. - Screen 1.

Instead of asking for huge amounts, we can ask for a tiny amount that added to the one time donation without switching entirely to monthly.

Later, I proposed to add $1 per month as an addition to the one time donation the user picked at the beginning. The $1 shall be communicated through good copy, emotional message and more importantly, a clear impact.

By showing what a $1 can do over a year, we have shifted from V1 -Screen 2- to V2 -Screen 3- with good rate.

APPLY ETHICAL DESIGN

Avoiding Dark patterns that trick users into more donations

We wanted the business to get rid of covering the fees on behalf of the user, so the cover fees option was briefed to the team. User can cover the transactions fees, hence, their donation will be received in full, and the business will not need to pay that extra amount.

I introduced a simple checkbox, later, we experimented the option to keep the box checked, which led to better results but later we decided to drop it since it takes advantage of the users.
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In the final design, I add a small visual touch, a hint so users can learn what covering fees is, and the fees amount. The final design resulted in 15% more donors covering the fees.