givepact

Improving conversions on crypto-donation journey

DURATION

4 weeks

Nov-Dec 2023

SCOPE

Usability Testing
UI design

team

Sakshi S, Richa S,
Shrividya S

poc

Alicia Maule

Co-founder, Givepact

WHAT IS GIVEPACT?

Givepact is a fundraising platform for donating crypto to nonprofits

Crypto holders can explore range of charitable organizations on Givepact and donate using cryptocurrency tokens. Givepact helps non-profits adopt Web 3 technology by converting these donations into cash.

PROBLEM + CONTEXT

The donation journey saw poor conversions

After 3 months of launch, Givepact’s cofounder observed a down tick in the number of donations made on the platform. Our goal was to identify the cause behind it and recommend solutions.

/  existing DONATION FLOW  /
APPROACH

We conducted 7 usability tests and found 3 reasons for low conversions

After the interviews, we collectively voted on the findings that had the most impact and were common among many participants. This helped us to see emerging patterns and pain points like these:

reason 01

Poor discovery of desired non-profits

reason 02

Inadequate information about non-profit

reason 03

Critical donation instruction lacked visibility

painpoint 01

Users struggled to discover the non-profits they cared about

The ‘Explore Nonprofits’ page lacked guidance for filtering and sorting non-profits. 4 out of 7 users could not identify the horizontal scroll on filters. 2 out of 7 users kept scrolling through the cards to find a very specific NPO.

RECOMMEDATION

Improve categories and filters to locate desired non-profits

Changing the label from "Filters" to "Categories" would accurately represent groupings of types of non-profits. Make category labels shorter to increase scanability. Include arrow buttons on both sides of the categories to signal horizontal scroll.

before
after
painpoint 02

Non-profits' page wasn't convincing enough to make a donation

Currently, lack of valuable information causes difficulty gauging trustworthiness before making the donation. 4 out of 7 participants were interested in learn about the non-profit’s recent activities and impact of donations, which they did not readily find.

RECOMMEDATION

Increase transparency by highlighting its impact & social presence

Showcase news articles of nonprofit’s work, visuals showing direct impact of donations and how donation money is used. This builds confidence and reduces time to make a decision to donate, improving conversion rate.

before
after
painpoint 03

Critical info lacked visibility preventing users to complete donation

Small text size and grey text color of the helper text made it easy to overlook. This led 4 out of 7 participants to fill invalid donation amount without realizing. And, absence of error feedback confused users, causing multiple input attempts.

RECOMMEDATION

Use red text color for this info to prevent input error

Use red text color to grab attention to the helper/error text. This would prevent them from missing the crucial instructions, reduce the number of input errors and increase conversions. Use info icon to inform users how the transaction is processed.

before
after
projected impact

Significant increase in number of donations

Alicia, Givepact’s cofounder, appreciated our insights and addressed the recommendations as actionable solutions. She deeply related with our rationale which were based on concepts of learnability of features and reliability of platform improving donation conversions.