Unicef Go: Donation Management and Retention APP

UI UX Designer

In this collaborative project developed as part of my UI/UX Design course at Toulouse Lautrec, we had the opportunity to work on a significant project for UNICEF Peru. Our main objective was to design a mobile application that would allow donor partners to have transparent control and a smooth experience in managing their donations. The focus was on increasing partner retention and building trust by providing them with detailed information on how their contributions create a real impact.

UNICEF PERU faced the challenge of partner attrition due to a lack of visibility on how their donations were used and the difficulty in making changes to payment information. Donor partners recorded their contributions on paper, making it difficult to update data and communicate effectively.

Improve the Donation and Management Experience: Develop a comprehensive proposal for UNICEF that simplifies the donation and contribution management process through a user-friendly application. The goal is to offer partners a smooth and efficient experience.

Generate Engagement, Trust, and Participation: Retain current contributors by providing them with detailed information on the impact of their donations while attracting new contributors through an attractive and transparent experience. Promote two-way communication and active interaction.

Attract and Promote: Reach more potential contributors and turn them into enthusiastic advocates for UNICEF's work through a positive and transparent platform.

In this phase of the project, we delved into a deep understanding of the needs and expectations of three key user groups: the Donor, the Volunteer, and the UNICEF Executive. Each of these segments plays a vital role in the donation ecosystem and requires a tailored experience focused on their individual needs. Through the creation of Empathy Maps, Value Proposition Canvases, and Journey Maps, we delved into the thoughts, desires, and emotions of these users. As we mapped out the journey of their current interactions with the donation and contribution management process, we gained a holistic and profound insight into their perspectives.This approach allowed us to capture valuable insights and discover key opportunities to optimize the donor experience, empower volunteers, and support the informed decisions of UNICEF executives. Through these tools, we were able to lay a solid foundation for user-centered design that would guide our approach in the later stages of the project.

We conducted interviews with existing and potential donors to understand their motivations for donating, their expectations for transparency, and their comfort level with technology.

We created Empathy Maps to understand the feelings, thoughts, needs, and desires of donors in relation to donation and its impact.

We used a Value Proposition Canvas to clearly visualize how we could address and communicate the key benefits of the new platform from the donor's perspective.

We developed Journey Maps that mapped the current donor experience from initial consideration to donation and subsequent interaction. We identified pain points and opportunities for improvement.

Motivation and Deep Values: Martin seeks to contribute to meaningful causes and aspires to inspire others to join in the effort. His desire to make a positive impact on society and the lives of the less fortunate is a driving force.

Simplicity in Donation: He finds the current donation process cumbersome and is looking for a simpler and faster way to make his contributions.

Transparency and Visible Impact: He longs to see how his specific donations are generating a positive impact. He seeks recognition and rewards for his commitment.

Technology Adoption and Flexibility: With his busy lifestyle and affinity for technology, Martin is drawn to the idea of managing his donations through a mobile application, giving him flexibility and control.

Personal and Professional Growth: Martin has educational and professional aspirations that influence his willingness to donate and how he wants to be perceived by his peers.

Sensitivity to Social and Economic Reality: Martin is influenced by the country's political and economic situation. Addressing these concerns is crucial to gaining his trust.

Through interviews and direct observation, we captured the real experiences of volunteers while they perform the task of recruiting donors. We explored the challenges they face in their work and the motivations behind their commitment.

With the Empathy Maps, we examined the feelings, thoughts, needs, and desires of volunteers while they carry out donor recruitment. This allowed us to understand how they perceive their role, how they feel when interacting with potential donors, and what support they need.

We used the Value Proposition Canvas to outline how the platform could help volunteers convey the value of UNICEF and convert potential donors.

We designed Journey Maps detailing the current donor recruitment process, from identification to conversion. We identified critical moments and areas for improving efficiency.

Motivation and Deep Values: Her desire to help others and her commitment to UNICEF's cause are essential drivers in her life. She aspires to contribute to the well-being of children and feels a deep connection to UNICEF's work.

Simplicity in Registration and Participation: She finds the current process of enrolling new contributors in UNICEF complicated and desires a simpler and more agile way to do so.

Transparency and Emotional Connection: Susana wants contributors to be able to see clearly and directly how their contributions positively impact the lives of the benefiting children.

Sense of Community and Relevance: She feels part of a community that shares her passion for helping others. She wishes to connect with other UNICEF volunteers and contributors to share experiences and successes.

Social Contribution: She wants to feel that her participation makes a difference and contributes to UNICEF's goals.

Sensitivity to Social Reality and Lasting Commitment: The social and economic situation of the country influences her willingness to contribute and her commitment to UNICEF. She wants to have a long-term impact and contribute consistently despite social and economic challenges.

We conducted interviews with UNICEF executives to gain a deep understanding of the challenges and goals they face in their role of making strategic decisions related to donations.

Using Empathy Maps, we explored the feelings, thoughts, needs, and desires of UNICEF executives. This allowed us to understand how they perceive the donation process and what information and metrics they value for making informed decisions.

We created a customized Value Proposition Canvas for the executives, showcasing how the platform could provide meaningful data and metrics to support their strategic decision-making, allowing them to lead the organization more effectively.

We created Journey Maps that illustrated how executives interact with information and how attrition and fluctuations in donations could affect their strategic decisions. We identified key moments where the platform could enhance their perspective and capacity to make informed decisions.

Empathy and Commitment: Gabriela is a passionate professional, deeply committed to UNICEF's cause, and has a profound empathy for children. She values the opportunity to contribute to improving the lives of children in Peru and seeks to actively engage in this mission.

Efficiency in Decision-Making: Gabriela needs real-time information that allows her to assess the impact of contributions and make quick and informed decisions. She values a platform that provides clear indicators and contingency plans.

Visibility and Connection: Gabriela aspires to increase the visibility of UNICEF's work in Peru and wants donors to see transparently and tangibly how their contributions are making a positive impact on children's lives. She values results presentation and effective communication.

Personal and Professional Balance: Gabriela strives to balance her busy work schedule with her role as a dedicated mother and wife. She seeks tools that allow her to optimize her time and increase her commitment to UNICEF's cause without neglecting her family.

Innovation and Professional Development: Gabriela is a leader and motivator with aspirations for personal and professional growth. She values the opportunity to develop new strategies and be a source of inspiration for other regions.

In our development process, we have embraced the Lean UX methodology to ensure that our approach is agile, collaborative, and user-centered. To structure and visualize our goals, challenges, and solutions, we have created a Lean UX Canvas. This tool allows us to map out the key aspects of the project clearly and concisely.

We identified critical business problems, such as limited UNICEF visibility and outdated registration systems, and defined essential needs, such as simplifying registrations and improving donation management. To address these, we proposed practical solutions like self-managed donations and enhanced donor communication. Building on these solutions, we formulated hypotheses to improve retention and effectiveness. Additionally, we identified key risks and outlined concrete actions, such as improving data interpretation and optimizing self-management, to support our hypotheses.

The Scope Canvas for the project focuses on addressing the fundamental user needs and the project's purpose. We aim to improve the user experience by simplifying registration for UNICEF donor channels, giving users more control over their donations, and providing up-to-date information about UNICEF's work. Our goals include retaining partners, improving decision-making to retain them, and increasing the number of contributors. To achieve this, we will implement solutions such as user-friendly registration, increased dissemination of UNICEF's work, and real-time data collection. We will measure success through metrics like app usage recurrence, registration time, attrition rate, and the number of referrals.

We incorporated the Card Sorting method to delve deeper into the user experience and optimize the structure of UNICEF GO. Through this technique, we engaged users to categorize and organize elements of the application intuitively. This allowed us to understand how users perceive and group information, which influenced the reorganization of the interface and navigation. The Card Sorting process provided us with a more accurate insight into user preferences, which, in turn, informed the iteration and refinement of the design, ensuring a smoother and user-centered experience.