USABILITY TESTING
Duration
4 weeks Nov 2023 - Dec 2023
My Role
Recruiting Participants, Conducting Tests, Drafting Recommendations, Documenting Deliverables
Team
Sakshi S (me), Richa S, Shrividya S, Pushti R
Givepact is a crypto based donation platform connecting donors with non-profits (NPOs)
It enables users to explore and donate to a diverse range of charitable organizations. Users can donate using different types of cryptocurrencies, fostering engagement within the crypto community while supporting philanthropic causes.
Analyzed the webapp using Google Analytics to define the scope of the study
We started with a kickoff meeting between our team and founder of the platform. The meeting, in addition to the Google Analytics of the web app, defined the scope, i.e. evaluating the donation flow on the Givepact’s webapp (desktop version). Additionally, it also defined the goals of the usability study.
Defined Timeline
Design Problem
Difficulty for users to find desired NPO & inconveniences in donation form
Business Problem
Frustration for stakeholders due to low conversion rates for the donation flow
Givepact interactions before the study
We proposed the following recommendations:
Optimizing the search to find NPOs based on a cause.
Adding "FILTER" & "SORT" features to enhance the experience of finding NPOs.
Increasing NPO transparency by highlighting their impact and online presence.
Giving the provision to make payments through multiple methods.
Lets see how we arrived at these recommendations and then dive deeper into each one of them
We recruited existing Givepact users as well as leveraged our personal network
Total of 10 participants were recruited. We made sure to define a persona:
Must have some level of expertise in crypto (awareness of the domain to navigate the site).
They should have prior experience of donating to any NPO (information to look for while donating).
Participant Demographics
Moderated sessions were conducted with the recruited participants
We conducted these sessions over zoom and each test lasted for about 30-40 mins. We encouraged participants to share their thoughts aloud, and also asked them why they liked or disliked certain aspects. This helped us understand their viewpoints better.
Participants were provided with a scenario and tasks to sequentially explore the site
SCENARIO: As a crypto philanthropist, familiar with Givepact, you have come across the news of the devastating floods in Libya. Motivated to aid the disaster victims, you want to leverage Givepact to make a crypto donation.
The tasks we devised
Complied and analyzed all the discoveries from the interviews
We compiled our respective session notes to enable us to pinpoint crucial discoveries and recurring participant challenges. We used Affinity Mapping to do the same. This process formed the basis for our recommendations.
Compiled all the notes to then analyze each screen
What sense did we make of the data?
Let's dive deeper into each recommendation…
Optimizing the search bar to find NPOs based on a cause
"
The search bar is not pulling out any non-profit that would be supporting the cause i'm putting in. That’s something I would look for.
~ Participant
8/10
Used the search bar to look for causes and not NPOs
Before
Users would find an NPO based on it’s name and EIN number. However, during the study, it was observed that all the participants input the name of the social cause they were looking for since they did not have a specific NPO in mind.
After
Displaying ‘Trending causes’ and ‘Popular non-profits’ in search bar. Providing contextual suggestions like ‘Related causes’ and ‘Related non-profits’ while typing in the search bar.
Before & After (Search Bar)
Adding 'Filter' & 'Sort' features to enhance the experience of locating NPOs
"
When a filter is applied, on what basis is the first NPO shown? Is it sorted alphabetically, or based on rating or donations made?
~ Participant
8/10
Could not figure out the scrollable filters and hence had to resort to the search bar
Before
Lacks sufficient guidance on how donors can effectively filter NPOs. Absence of sort feature and visual affordance for horizontal scroll.
After
Incorporating 'Filter' & 'Sort' features to uphold user control and freedom. Enhancing visual affordance to emphasize horizontal scroll.
Before & After (Filter & Sort Functionality)
Increasing NPO transparency by highlighting their impact & online presence
"
Did not notice the different platform links associated with the non-profit. Also having external links to articles about the NPO would be helpful.
~ Participant
9/10
Did not interact with the external social media links
Before
Not enough visibility of how much impact has been made. Lack of familiarity with social platform logos because original logos were not used.
After
Using original logo for social media icons. Including additional media and web articles to increase credibility.
Before & After (NPO Impact Page)
Giving the provision to make payments through multiple methods
"
It would have been more convenient if I could connect my crypto wallet even at this stage in the process just like we could in the beginning.
~ Participant
7/10
Expressed the wish to connect their crypto wallet at end of the process.
Before
Users were only provided with the provision to connect their wallet in the beginning and then the link for payment in the end.
After
Giving the user the ability to connect to their wallet after completing the donation form. Also providing them with a QR code in addition to the existing link to give the user their freedom to choose the payment method.
Before & After (Send Donation - Payment Methods)
Foreseeing potential 25% increase in conversion rates
Presenting to the client
