Cash App’s New Fundraising Feature.
Cashapp Fundraising Feature Prototype
The Brief:
Cash App wants to expand their services to make a difference in the world.
With users accustomed to sending money quickly, Cash App would like to introduce a way for users to send money via their app to causes they care about—whether that be a nonprofit organization that combats hunger or a unique Kickstarter that aligns with users’ values.
The Client.
A fictitious project during General Assembly’s 12 week immersive.
The Team.
I collaborated with 3 other designers on researching and prototyping the new fundraising feature for Cash App.
My Role.
Lead Visual Designer, Co-Researcher
Our Goals.
Create a simple, efficient function to donate money & share causes directly through Cash App in a 2 week design sprint.
Provide users with the opportunity to effortlessly involve charitable giving into their daily life.
Visually unify the new fundraising feature with the current app design.
I created over 20 icons to represent the various charities and the charity categories.
The icons were made to match the existing aesthetic of Cash App.
Insights identified the problem:
People need a way to easily normalize donating money in their life because they are passionate about fighting against issues in their community and the world.
People are becoming more aware of social justice and political issues around the world and are eager to be a part of the solution.
The increase of social awareness makes fundraising and donating habits increasingly important in people’s everyday lives.
In order to help bridge the gap between users and the causes they care about, we set up a streamlined way for users to discover, assess, share and donate to the causes that matter most to them..
Insight 1.
People research charities to ensure legitimacy. People are motivated by their friends to donate to certain causes.
Solution.
ENSURE LEGITIMACY:
Add a Cash App stamp of approval to let users know that Cash App has approved this charity.
Show quick facts about the charities government status and budget
Include relevant news coverage of the charity.
MOTIVATE TO DONATE:
The leaderboard shows the users personal friends that donated the most to that charity.
This adds a gamification element to the new feature to encourage charitable giving.
Insight 2.
People want to donate to charities that align with their values and beliefs. They’re interested in charities that they can personally relate to.
Solution.
PERSONALIZE:
New users to fill out a short profile form to identify charities they are interested in and charities that they don’t want to see.
These forms will be used to populate the feed of trending and recommended charities for each individual.
Insight 3.
Most people find charities through their friends and family on social media or in person.
When they try to promote a charity, they use social media to spread the word, encourage others to donate, and get updates on charities.
Solution.
SOCIAL FEED:
Users can choose to get updates on the charity, share to Cash App’s social feed or on their personal social media feeds.
On the Cash App social feed they can see what their friends donated to and easily contribute to that charity as well.
Charitable giving can be implemented into Cash App’s current social feature.
Persona.
We created a persona based on our research to help guide our design and illustrate to stakeholders a generalization of who the users of the new feature are and how they might interact with it. Referring to the persona throughout our rapid prototyping kept my team focused on designing with the user in mind.
With the persona and our research in mind, we mapped out the user’s emotional journey while using the new feature. This map was created to further illustrate our research findings on how and why people donate, as well as show the positive impact that the new donation feature could have.
Did it work?
What comes next?
What can be improved?
After running usability tests on the new feature, we found:
The global navigation icons should change to make them more intuitive for users, There was a lot of confusion around what the icons meant.
A way for users to make and promote their own charities on CashApp
To further gamify the app, we could offer a badge and loyalty program for people that frequently donate
I want to take a closer look at the UI and see where I can limit text and increase text size