PROJECT TIMELINE

14 days

TEAM

Alex Jarvis, Rita de Almeida, Sarah Xie

MY ROLE
UX Designer, User Researcher, Copywriter, Usability Tester

THE OPPORTUNITY

E Pluribus wants to create a product that rounds up the change from your cashless purchases and puts that money towards Democrats in battleground congressional elections. The design team has the opportunity to determine platform choice, the user onboarding process, and how funds should be disbursed to candidates.

THE GOAL

Design the prototype for an engaging, trustworthy digital product that allows users to donate their spare change to Democrats in battleground races. Deliver a specifications document with research takeaways, annotated wireframes, user flows, personas, and sitemaps.

 

PROTOTYPE
//invis.io/JCBFI81V2

UX PROCESS

STAKEHOLDER INTERVIEWS

We met with stakeholders to understand business goals and establish the project goals. The top priority was onboarding users, so we geared our research towards generating insights for engaging liberal millenials and establishing user trust.

COMPETITIVE ANALYSIS

We researched companies that overlap with elements of our service to evaluate onboarding processes, heuristics, and market positioning. 

While all of the companies above share some function with our product, they are all siloed. We learned from the existing models in order to build an understanding of how we can successfully establish trust and engage our target audience. Takeaways:

• Acorns uses clean, professional visual design to establish credibility.
• Crowdpac and Flippable seek to hook users on the impact of donating.
• User onboarding requires clear, concise descriptions of how the product works

USER INTERVIEWS

We conducted 10 interviews with liberals living in New York City (ages 21-40).

We used affinity mapping to synthesize the user data, observe patterns, and define where business goals and user goals align.

Our affinity map revealed the following relevant trends in user motivations:

Liberals feel politically motivated in response to Trump “crisis”. Millenials prefer low-friction forms of resistance.

Users need to feel like their contribution makes an impact:
“I don’t have [a lot] of money to donate so i want to know it’s going to be effective”

Radical transparency is key to earning user trust:
“I need to know that a large percentage of the money is going to the cause”

Users want the choice to select candidates based on issues BUT when given the choice, some users preferred their contribution be evenly distributed among battleground candidates. We found a split between two essential affinity groups:

“I want to support candidates based on issues”

vs.

“Whatever gets the Dems back in office”

We decided to bake both preferences into our design and offer users a choice.

DESIGNS

We cracked the code on the problem above by offering users both options – 1) donate to all battleground campaigns or 2) select candidates based on the issues they speak to.

WIREFRAMES

FEATURE IMPLEMENTATION

We mapped the user goals of our personas directly to features.

Goal: Address communication concerns.
Feature: Science Communication Module  – educational tool that helps users like Cliff and Jess prepare to talk/write about science in the public realm.

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This tool provides step-by-step lessons on how to talk to an audience of non-experts in various situations. Includes examples of a good & bad practices, video guides, and practical exercises.

Goal: Address legal concerns.
Feature: Risk Assessment Tool – algorithm-based risk assessment tool allows users like Cliff to assess their level of risk and learn about relevant laws.

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We developed legal risk criteria to reflect the risks we learned about in our interviews with scientists and the Executive Director of CSLDF. Each risk factor will be algorithmically weighted to produce a customized report on an individual’s level of risk.

Goal: In need of legal defense. 
Features: Overview and links to CSLDF – protects the needs of our tertiary user, Sarah, who needs a lawyer and any relevant information. 

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USER TESTING

USER FLOWS

NEXT STEPS