What I did
- User Research
- Information Architecture
- Logo Design
Unleash the caring capacity of individuals.
Verigive is a donation platform that enables you to commit to causes you care about the most and manage your impact. They partnered with United Way of Greater Los Angeles with the mission to activate individuals to care about philanthropy. Verigive provides an array of vetted opportunities for users to contribute to such as: Education, Housing & Homelessness, Community Issues and Human Services. The founder approached me to redesign Verigive’s logo, website and iOS app.
What wasn’t working?
Lack of awareness
There was a low awareness of Verigive among potential users and non-profit organizations.
Onboarding drop off
There was a high user abandonment rate during onboarding.
There was a low number of donors using recurring donations.
Before starting to design anything, it was important to research why people donate and also why they don’t donate. I learned that people donate because it feels good. When it comes to charitable giving, we are often ruled by our hearts and not our heads. A big reason that people don’t donate is because the organization feels untrustworthy. Trust is critical when it comes to charity. People won’t donate if they don’t trust an organization will spend their money on what they say they will.
After creating personas for ideal users of the new site, I looked at various websites of companies in similar industries to see what they’re doing well and missed opportunities. The biggest competitors are GoFundMe and DonorsChoose. I explored the strengths and weaknesses of both sites to learn key things to keep in mind for the new Verigive site.
The new Verigive
What makes Verigive special is that it’s focused on Individuals giving interests, allowing a committed form of recurring giving, and provides a feedback channel back to them on how their contributions helped. The new logo was inspired by my early research on donating. Specifically that we are often ruled by our hearts and not our heads. It visually shows a person’s giving capacity and the impact that it can have.