Designing Campaign Creation to Fuel More Campaigns and Raise More Funds.
Impact
-22.45%
Drop-off Rate
Decrease
+15.87%
Live Campaigns
Increase
-30.07%
Time Spent
Reduction
Company: LaunchGood.com
Industry: Crowdfunding
Timeline: Aug 2021 - Feb 2022
Role: Lead Product Designer
LaunchGood is a crowdfunding platform focused on the Muslim community worldwide. LaunchGood went live in October 2013 and it raised more than $510.1 million from 1.6 million donors across 153 countries.
Main Challenge
Launching a campaign on LaunchGood is a lengthy process.
Our Heap data analysis revealed a 78% drop-off rate at the bank details form, where first-time campaign creators grappled with a lengthy form. To streamline the process, I proposed deferring bank details collection until funds were ready for withdrawal, aligning with industry standards. This approach aimed to reduce drop-off rates and facilitate successful campaign launches.
Keep personal fields
Remove bank fields
Before Redesign
Phase 1
Redesigning the new campaign creation process with limited banking details.
In response to the challenges, the first phase of the redesign focused on streamlining the campaign creation process by separating banking details. This change aimed to alleviate the burden for first-time campaign creators.
Step 1
In the redesign I added clear indicators to signify when you're engaging with the user interface.
Step 2
We've enabled users to upload images from their phones, so they can create campaign on the go.
After Redesign
Step 3
Enhanced the guidelines to educate users on crafting compelling stories for their audience.
Step 4
The new form is now 65% shorter while still capturing crucial information required for OFAC.
Live & Share
Campaigns can now go live without providing banking details, as the latter was made optional.
After Redesign
Setbacks
2 challenges we faced after separating banking details from the initial campaign creation process.
Two challenges emerged after separating banking details from the initial campaign creation process:
Challenge 1: Knowing the creator’s bank country is a required step for the OFAC check
Challenge 2: Creators should provide banking details before they can receive funds.
Challenge #1
Knowing the creator’s bank country is a required step for the OFAC check.
Bank account country identification is a crucial step for the OFAC check as part of the KYC process.
Solution: I added a new form field in the first step of the campaign creation process, prompting creators to specify their bank country.
KYC 1
Our KYC 1 list included countries with lower risk profiles and less stringent KYC requirements.
KYC 2
Our KYC 2 list included countries with higher risk profiles, which we are unable to support.
KYC 1 - Approved
KYC 2 - Denied
Challenge #2
Incentivising campaign creators to provide bank details before their campaign ends.
With the Bank Information section separated, creators might need to remember to provide banking details at the appropriate time.
Solution: We introduced a new process for CX to follow up with creators via email 7 days before their campaign ended, including the design of an email template.
User Testing
Testing revealed that we missed the “raising on behalf of charities” use case.
The new campaign creation flow tested well, however, I discovered that we missed the “raising funds on behalf of charities” use case which would serve a big user base. I designed a new user journey to accommodate this scenario.
Step 1 (After Testing)
I designed a new flow to accommodate the user case we overlooked, raising funds for charities.
Step 2 (After Testing)
This flow featured an intuitive search page for effortlessly finding your favorite charity.
Phase 2
In addition to separating the banking details, I also made 3 big updates.
Enhance help during campaign creation
Inform creators that their progress is auto-saved
Encourage sharing to help creators achieve their fundraising goals
1.Chat Widget
I added a chat widget in the campaign creation process to aid users quickly.
2.Auto-Saving Toast
I designed a toast to inform users that their work is auto-saved for later access.
3.Share Links
I added a completely new section encouraging users to share their campaign with friends.
Sealing Success
A new way to create campaigns.
Launching our revamped campaign creation process is a milestone for LaunchGood, symbolizing a commitment to user-centric design. This marks only the beginning of an iterative feedback loop as we continue to innovate in the crowdfunding space.
Impact
By the numbers.
-22.45%
Drop-off Rate
Decrease
+15.87%
Live Campaigns
Increase
-10.07%
Time Spent
Reduction