Monique Giroux founded Bonbids, an online fundraising game to make supporting causes fun and addicting. The website launched in September 2016 to eliminate the need to hold in-person auctions. Since physical auctions are expensive to host and only reach a limited group of users, Monique wanted to bring that experience online where users around the world could participate in fundraising auctions at any time to support causes they care about.
To redesign the user journey in a way where there are magical moments for users. During every step of the way from onboarding to winning the game, users should feel good about putting money towards a good cause and make them want to involve their friends along the way. We want users to fall in love with Bonbids.
BonBids is centered around creating a fun and social fundraising platform wherein users can donate $1 at a time to support a cause and potentially win items. However, the distribution of proceeds to these causes did not match users’ expectations and the complicated site flow was enough to confuse anyone.
When initially introduced to Bonbids, I knew that there was a huge challenge ahead because the rules were complicated throughout the entire process. As a matter of fact, during initial meeting with my team we were trying to make sense of all of the rules and unfamiliar terminology. During the project duration, confusion still lingered.
Quickly within our initial research it we decided the product appealed to 3 types of users:
We tested participants from both categories (User tests (N=6) and interviews (N=3)). Our findings revealed confusion regarding:
After reviewing findings, we organized the common themes through affinity mapping. We grouped them based on pain points and overall confusion but also rearranged them based on areas of opportunity. Some of our assumptions about the confusion behind the “How It Works” page and the complex nature of the registration process were validated.
To strategist addressing pain-points, we re-created the current user flow:
Again, everyone who we tested for the current site expressed confusion of numerous features. In order to Keep It Simple Stupid, we dived and actually dissected features currently implemented.
After spending weeks on the projects, I must admit I thought the “hearts” icon was to save it to favorites. It’s not. It’s for single-cause auctions. Yeah, I’m confused too.
Confirm that the feature will be used at all
According to the CHAOS Summary 2009 Report, “50 percent of software features are not used or wasted, while other features are sorely missed.” That adds up to a lot of unnecessarily complex software. How can you predict what people will use? Try a round of Contextual Inquiries where you watch people perform the tasks in their normal environments, their offices or homes. Do they use similar features on other websites or ignore them altogether? Do they already have a tool for that microtask that they’re happy with, one that integrates well into their workflow?
You can also test the feature with paper prototypes and gather feedback on whether the feature is desirable. Ask the participants for examples of how they might use the feature. If you are redesigning an existing application, benchmark analytics can reveal current functionality that is not being used and should be cut from the new version. (Source)
Individual auction page
Given that users quoted our business model as a “Groupon-meets-eBay”, it was difficult for us to ignore users like Gary, a deal-seeker. However, as we carefully considered our client’s needs and the appeal of the site from fundraisers and merchants, we found our primary user, Emily, a passive donator.
Once we had prioritized who our target group was, we felt confident in making informed decisions with them in mind.
Based on our discoveries, we decided our solution would need to benefit 2 user personas. Again, their needs can be overlapped.
``The Passive Donor``
Have you donated in the last year?
How do you usually donate?
What motivates you to donate?
If a friend posted about a fundraiser on social media site, how likely are you to click that link?
In order to establish trust in the site, we stripped away all the complicated rules and features, ultimately improving navigation and flow with a minimal viable product.
Our proposed solution was to narrow in on a minimal viable product. We simplified the entire website experience by eliminating complicated features, minimizing copy for rules, and improving navigation throughout. After conducting all updates, we performed user testing on mid-fidelity prototype.
When we Skyped with a team member in Europe
After collecting all the feedback, our final wireframes were designed; this time, establishing transparency and trust for our users were our primary goal. Without disrupting the flow of our designs, we addressed some pain points with testable features.
We created an easily accessible onboarding screen in the form of a help icon. The entire flow and explanation of how proceeds work is explained in just three screens. Keeping it simple enough to not require a full page explanation for users to read was an important step in the right direction.
Rather than use Facebook or Twitter connectivity, we opted for Amazon payments instead. This would allow users the comfort of circumventing both the signup and credit card information input with just one click.
In the end, we certainly felt confident that our project was a more fully-realized amalgamation of client and user needs: simple and usable for users without completely changing the business model. Although there are various other behind-the-scenes issues with the site’s functionality, we honed in on addressing the problems that would deter users most.
Based on feedback and keeping our MVP in mind, some future implementations suggested for our client: