Connecting People, Businesses and Causes

Following the Great Recession, there was a great desire by Americans to do well by doing good.

The line between philanthropy and sponsorship was blurry: Corporate philanthropy had become, in many ways, a compromise or hybrid of the two. The majority of corporate dollars going to nonprofit groups were coming from the marketing budgets rather than philanthropic budgets.

Consumer distrust was also growing because of the saturation of good messages. Suddenly, aisles were pink and for the first time in 23 years Pepsi did not have an advertisement during the Superbowl. The $20M was shifted to a crowd-sourced cause marketing campaign.

People were looking for a refresh. We wanted to help brands, charities and individuals connect.

The Design Challenge

How might we create awareness to consumers on what cause marketing efforts corporations identify with?

How can we help consumers find, measure, and grow their Philanthropic Footprint?


Solution

A mobile, location-based application, named KISMT, that helps people shop for goods and services based on the “good” their purchase will do.

KISMT gives individuals a fun, engaging way to make a difference and inform decision making — without changing existing behavior. It gives powerful nonprofit brands and social foundations the ability to raise more money, attract more volunteers and help more people by spreading their message. And, it gives companies a platform to leverage their philanthropic programs to enhance their corporate reputation.

My Role

User Research

Prototyping

Wireframes

User Testing

P&L

Engineering Requirements

Process

We used a user-centered, collaborative and creative approach to design, developing solutions by first understanding the motivations, goals and contexts of the people using our platforms.

Understand

Define what the user needs, business needs and technology capacities are.

Define

Take the information you learned in understand and create frameworks that capture the needs, goals and motivations of your users.

Prototype

Make your idea testable.

Validate

Get user feedback and iterate quickly. Make sure engineering scope is appropriate. Share with stakeholders.

Understand

User Research
Competitive Analysis
Topic Expert Interviews


A team of researchers, designers and editors conducted interviews with extreme givers and key figures in influential foundations including the Meals on Wheels CEO and engagement team; United Way engagement team; Better Business Bureau Giving Wise CEO and CFO; American Red Cross corporate sponsorship liaison; and three ultimate givers.

Insights

Consumers want to do good without drastically changing existing behavior and to support brands associated with causes that personally resonate;

Not-for-profits want to inform more individuals and brands about their mission so they can solidify their core support system;

Companies want a “well lit” way to leverage their philanthropic programs to enhance their corporate reputation;

Even the ultimate givers ask, “What’s in it for me;”

A third of all online giving occurs in December, and 22% of annual giving happens in the last two days of the year. This time is referred to as the “giving season.”

Trends*

In 2009, women volunteer rates increases were as follows: (from 29.4 percent in 2008 to 30.1 percent in 2009)

In 2009, women mobile web use grew 43 percent compared to the growth in men’s use at 26 percent

In 2009, more than 80 percent of US women owned a wireless device and 17 percent used a smart phone.

In 2009, 50 perfect of female social media users reported using products because of information on social networking sites.

*Source: Volunteering in America: 2007 City Trends and Rankings. Washington: DC. Retrieved on May 7, 2010, Nielsen, Marketing Charts

Define

Synthesis
Mental Models
User Journey Map

What do the Consumers Want?

Consumers want to do good without drastically changing existing behavior and to support brands associated with causes that personally resonate.

What do Non-Profits Want?

Not-for-profits want to inform more individuals and brands about their mission so they can solidify their core support system.

What do Brands Want?

Companies want a well lit way to leverage their philanthropic programs to enhance their corporate reputation.

What job do we need to fulfill?

The Ultimate Giver

Engage the ultimate giver in new, social, interactive ways to continue this “way of life.”

The Casual Giver

Connect with the casual giver to bring awareness, motivation, and influence to do sustainable giving.

The Curious

Activate the curious by exposing different influencers such as events, experiences, and relationships.

Prototype

Clickable Prototype

Consumer insights told us…

If a tool existed that helped inform purchasing decisions based on cause association, it would be useful;

It would be more useful when making big purchasing decisions;

It must be easy to use;

It must show tangible results;

It must benefit the consumer and the consumer’s friends;

It must integrate with existing tools.

Organization insights told us…

The product would encourage other organizations & brands to step up to the plate;

The product should enable 365 days of Thanksgiving (biggest day of volunteering for them);

It provides a lot of ways to energize people & organizations to do actual good – buy products that support good, support companies that are philanthropic;

The product must be clear about how much of the purchase is going to charity.

Validate

Mob User Testing

Research goal: rapid iteration based on internal feedback;

Six female participants, ages 25-40; heavy mobile users;

Results: Participants understood overall concept. Navigation, language and some functions were updated to meet consumer expectations.

Key Changes

Simplified color palette

Colors were associated with causes creating confusion

Simplified global navigation

Profile, businesses, events removed

Surfaced “add cause sighting”

User-submitted content is critical to build out the database

Removed surface-level LBS features

Privacy & security must be emphasized for this audience

Wine and Dine

Key Insights

Best opportunity to engage users: causes, location-based aggregation, personalization, donation for checking in, gaming, incentives.

We need to better predict the user experience.

Information about how businesses are giving is interesting and should be surfaced sooner.

Information about how businesses are giving to causes the end-user cares about is REALLY interesting and should be surfaced even sooner.

We need to show the impact of the collective & it needs to be dynamic.

Activity happening across the marketplace should be aggregated in as many ways possible and surfaced.

This content makes the users feel as though they are actually creating change.

The design had some challenges because the customer is very sophisticated. Some found it somewhat offensive because it put too much emphasis on the brands and it wasn’t sleek enough for the savvy users in the room.

View the KISMT Demo

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