In January 2024, monthly donations was launched
However, usage metrics were low because..
12:30 AM
The key metrics that mattered were..
Increase the number of active campaigns
Increase daily and monthly average users using the monthly donations feature
AK
GoFundMe
Monthly Donations
Designing and shipping a 0-1 feature for 8 million users
GoFundMe
Monthly Donations
Designing and shipping a 0-1 feature for 8 million users
GoFundMe
Monthly Donations
Designing and shipping a 0-1 feature for 8 million users
GoFundMe
Monthly Donations
Designing and shipping a 0-1 feature for 8 million users
Increase in Retention
Increase in GDV
Users Reached
Improved Gross Domestic Volume
Problem
Research
Design
Solution
Coming up with a research plan..
I worked with 1 UXR & PM to go over Mixpanel, already existing qualitative data, competitor analysis, and data from past surveys
Research Question 1
How might we call attention to the recurring monthly donations feature?
Research Question 2
How might we make it easier and more exciting for users to give monthly?
We had a 3 hour design jam with our product managers, the larger design & engineering teams to share the different design directions we were considering. Going through the PRD, and having the engineering team present helped us clearly understand the feasibility and technical considerations to keep in mind
Key Research Insights
We decided to conduct user interviews, surveys, and user testing sessions to better understand why users were not using the monthly giving feature.
20
User Interviews
40
Lyssana Surveys
10
User Tests
User Interviews
Users felt they wanted more information on the checkout page itself, and more clarity on how monthly donations worked
Surveys
Users had significant concerns about where their funds were going month on month
User Tests
62% of users had a hard time navigating the check out flow for monthly, and often toggled one time and monthly donations
Key Research Insights
We decided to conduct user interviews, surveys, and user testing sessions to better understand why users were not using the monthly giving feature.
20
User Interviews
40
Lyssana Surveys
10
User Tests
User Interviews Learnings
Users felt they wanted more information on the checkout page itself, and more clarity on how monthly donations worked
Surveys
Users had significant concerns about where their funds were going month on month
User Tests
62% of users had a hard time navigating the check out flow for monthly, and often toggled one time and monthly donations
Design ideation
We began ideating in low fidelity based on the user research results, and analyzed gaps in the current design system
We had a 3 hour design jam with our product managers, the larger design & engineering teams to share the different design directions we were considering. Going through the PRD, and having the engineering team present helped us clearly understand the feasibility and technical considerations to keep in mind
Donation card doesn't provide enough information..
We experimented with different iterations, and decided to go with the variant that was more sleek and less distracting as the PM did not want this feature to create friction for the one time donation flow.
Users don't see the value of monthly donations..
Users don't see the value of monthly donations..
Post user testing, we updated the card component on users profiles to add more details about their impact
Post user testing, we updated the card component on users profiles to add more details about their impact
Not possible to get impact metrics for all fundraisers
Not possible to get impact metrics for all fundraisers
Not possible to get impact metrics for all fundraisers
Limited engineering bandwidth
Limited engineering bandwidth
Limited engineering bandwidth
Can't change checkout page structure
Can't change checkout page structure
Can't change checkout page structure
Too little information
Low usage despite interest
Users don't see value
Increase the number of active campaigns
Increase the number of active campaigns
Increase daily and monthly average users using the monthly donations feature
Increase daily and monthly average users using the monthly donations feature
The key metrics that mattered were..
Coming up with a research plan..
I worked with 1 UXR & PM to go over Mixpanel, already existing qualitative data, competitor analysis, and data from past surveys
Research Question 2
How might we make it easier and more exciting for users to give monthly?
Research Question 2
How might we make it easier and more exciting for users to give monthly?
Research Question 1
How might we call attention to the recurring monthly donations feature?
Research Question 1
How might we call attention to the recurring monthly donations feature?
Not possible to get impact metrics for all fundraisers
Not possible to get impact metrics for all fundraisers
Limited engineering bandwidth
Limited engineering bandwidth
Can't change checkout page structure
Can't change checkout page structure
Donation card doesn't provide enough information..
We experimented with different iterations, and decided to go with the variant that was more sleek and less distracting as the PM did not want this feature to create friction for the one time donation flow.
In January 2024, monthly donations was launched…
However, usage metrics were low because..
Design Process
Working with PM, developers, designers looked like..
Increase the number of active campaigns
Increase the number of active campaigns
Increase daily and monthly average users using the monthly donations feature
Increase daily and monthly average users using the monthly donations feature
Research Question 1
How might we call attention to the recurring monthly donations feature?
Research Question 1
How might we call attention to the recurring monthly donations feature?
Research Question 2
How might we make it easier and more exciting for users to give monthly?
Research Question 2
How might we make it easier and more exciting for users to give monthly?
Project Overview
GoFundMe’s recurring donation feature was confusing, unclear value, and friction between one-time and monthly donations
As the product designer, I led the research, strategy, and design to simplify the monthly giving process and improving engagement for both users and campaign organizers.
User Research
Concept Ideation
Visual Design
Duration
3 months (June 2024- September 2024)
Team
1x Product Manager
1x Frontend Developer
1x Full Stack Developer
2x Product Designers
Project Overview
GoFundMe lacked a recurring donations feature, leading to missed opportunities for long-term donor engagement.
As the product designer, I led the research, strategy, and design to simplify the monthly giving process and improving engagement for both users and campaign organizers.
Duration
3 months (June 2024- September 2024)
Team
1x Product Manager
1x Frontend Developer
1x Full Stack Developer
2x Product Designers
Problem Context
GoFundMe lacked a recurring donations feature, leading to missed opportunities for long-term donor engagement.
As the product designer, I led the research, strategy, and design to simplify the monthly giving process and improving engagement for both users and campaign organizers.
User Research
Concept Ideation
Visual Design
Duration
3 months (June 2024- September 2024)
Team
1x Product Manager
1x Frontend Developer
1x Full Stack Developer
2x Product Designers
User Challenge
However, usage metrics were low because..
Too little information
Users don't see value
Users don't see value
Low usage despite interest
Problem Context
Lack of recurring donations feature hindered donor retention and campaign sustainability.
Include developers early
Understanding technical constraints early on was critical
Include developers early
Understanding technical constraints early on was critical
Include developers early
Understanding technical constraints early on was critical
Pivot fast
Post user testing, we had to change direction quickly
Pivot fast
Post user testing, we had to change direction quickly
Pivot fast
Post user testing, we had to change direction quickly
Document small details
Documentation and communication were essential
Document small details
Documentation and communication were essential
Document small details
Documentation and communication were essential
Include developers early
Understanding technical constraints early on was critical
Include developers early
Understanding technical constraints early on was critical
Pivot fast
Post user testing, we had to change direction quickly
Pivot fast
Post user testing, we had to change direction quickly
Document small details
Documentation and communication were essential
Document small details
Documentation and communication were essential