| Service Design Lead | Business Model | Value proposition | UX
GoodThnx is a scale up technology business that enables both B2B businesses and the general public to send recognition to friends and colleagues in the form of a charitable donation.
The Brief
To explore understand and improve the customer onboarding process; why do customers sign up but not send thanks.
To explore the usability of a thanking widget enabling user to send thanks; how can this better suit users needs?
Research
| 8 Face to Face (Zoom) interviews
| 6 Usability tests
| 1 Founder Workshop
Insights
Our intial research involved an exploration of the site to understand the business and general usability. We all came to the same conclusions and assumptions:
The onboarding process was convuluted and there were hygiene factors that had been ignored. The ‘thanking widget’ was usable but transactional
The customer journey through the site was confusing, blending the B2B and B2C businesses.
Given the business need was to expand and grow, we decided to focus our research around the markets that GoodThnx was planning to entering; gifting (saying thank you) charity and social impact.
Initial user tests verified that the B2B and B2C environments were confusing.
Users want to see the impact of their gift
Customers appreciate seeing the outcome of their gift or donation
This sentiment is heightened when the gift is to a charity
Customers want to see their efforts validated or recognised
There is an art to gifting
Within the personas uncovered, customers know their recipient well enough to find a gift for them
Customers want to make an effort to find something personal or to personalise a gift
Customers like to put a piece of themselves into the gift
Gifting is not altruistic… if feels good to both parties
Trust is always a crucial factor
New users want to know more about the organisation before actioning the email received.
There was an element of mistrust when receiving the email.
Current users do not know what happens to their gifts once sent through.
Helping the client to understand their customer
“Those personas will be incredibly useful going forward. We have a very clear idea of who our personas are in our B2B business but this is new territory for the B2C side.” - Ante Juricin, Founder
Reworking what Thnx You looks like
With a clearer idea of who the businesses personas were, as a team we brainstormed a value proposition canvas, unpacking the idea of putting the giver at the centre of the experience and focusing our work on them.
Feedback from interviews had indicated that much onus was placed on the recipient rather than the giver; this was backed up by the insights on the effort put into gifting. We believed that if we got the experience right for the giver we would also improve it for the receipient. The brainstorming enabled many potential features and services to surface inlcluding:
Uploading your own sponsorship
Exchanging for gift cards
Reporting on where the donation is being spent
With feedback from participants that they were more likely to donate with trust and impact accentuated in the messaging, I joined the UX team in Figma to produce a high fidelity home page to articulate the revised value proposition:
Empowering the giver to have a positive impact on society
Value: 100% of donation goes to charity; tax deductability
Trusted by and given option of 180 charities
Introducing the idea that users will be able to see the impact of their donation (future)
These pillars would be reinforced / iterated at other points in the customer journey.
Preparing GoodThnx for scale
With investment needed to pay for some of the development we were proposing, the business model canvas enabled
ideas for new revenue streams;
Customers commiting yearly charitable donations through GoodThnx
Selling merchandise on behalf of charities
GoodThnx branded merchandise (partner with Keepcup, brand with GoodThnx or charity. Leverage into B2B network.
Update: GoodThnx are structuring a deal with Keepcup currently.
The finished blueprint articulates one of the key recommendations from our research and insights around gift giving; that the giver should decide which charity the donation goes to. By placing the giver at the centre we build on the work of the new value proposition to empower the giver through decision making. Further recommendations in the revised CX / future state include:
Impact widget (to reinforce value proposition) - Explored further by UX team
Revised charity search functionality (to build engagement) - Explored further by UX team
A/B test giving an impact (feeding a homeless child for a day vs $10)
Build an engagement content progam for sign ups
Send giver post transactional impact data (what their donation actually paid for)
UX artifacts to bring the CX to life.
Imagining Impact
The impact tool is to be used at the start of the customer journey when they first land on site; encouraging the giver to think differently about how they gift.
“It’s good. It’s giving you the idea that you could help these children by donating the cash that could have been used for an unwanted gift. It’s more productive in a way. Motivates you to donate.”
Seeing Impact
As the customer moves into consideration and they begin to click into charities they can see the tangible impact that their donation has and the effect incremental spend will have.
“I feel like the numbers makes it more tangible and makes me want to donate a bit more”
Value reinforcement
When customers received the welcome email from GoodThnx, there was a lot of mistrust from not knowing the brand. We iterated the new value propostion to bring credibility to new users.
“It looks more legitimate. Really in your face, in a good way because it’s personal. I like that.”
Summary
This project was undertaken completely remotely following the countrywide lockdown due to COVID-19.
As a team will delivered a revised value proposition, CX journey with the reseach and insights to justify the designs. Some of the revenue generating ideas are currently being explored. Some of the themes, insights and ideas had occured to the founders before but they had never had the means to prove or design.
Project Team
Robert Leaver - Service & CX Design
Rachel Mah - UX & UI Design
Jo Madden - UX & UI Design