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donate to charities feature

a brief history• What is Venmo?• Venmo handles more than $1 billion in consumer mobile

payments annually• Braintree acquired Venmo in 2012• eBay owns Paypal. Paypal owns Braintree. Braintree owns

Venmo

problem statement

“This app sounds great, and I would definitely use it. But, I wouldn’t want it to interfere with my current process for paying friends back, or requesting funds.”

-Venmo user

Venmo would like to introduce a way for users to send donations via their app to causes they care about.

• Connect the bridge between payment and requests, and using this app to donate to charities.

• Seamless and unobtrusive integration of donation feature into the current Venmo flow.

• Simplicity. A design and interface that communicates to the user a new donation feature, but leverages Venmo’s current design aesthetic, interface, and functionality.

3 challenges

our process

9 interviews

7 surveys

5 user tests

the data is promising

14%

86%

Would you consider using this new feature as a method of donating to a charity of your choice? n=7

Yes

No

the data is promising

14%

86%

Would you continue giving to a specific charity or would you broaden your contributions to additional charities or causes through this app? n=7

Broaden

Specific

Once per year

2 to 3 times per year

4 to 5 times per year

6+ times per year

Other (please specify)

0.00 0.75 1.50 2.25 3.00

donation preferencesHow often do you donate per year? n=7

donation preferences

29%

71%

General Fund vs. Campaign Default vs. Prompted

57%43%

Campaign

General Fund

Prompted

Default

Sharing

Transactional

Donation Payment

Sharing

Transactional

Donation Payment

market analysis

Mobile app Website Mobile $

Social cause Sharing Micro-Donations Crowdsourcing Pay

Function Global Giving Give Easy Charity

Navigator One Today Donation Connect

Donate a Photo

Secure Give Peerby Couch

surfingI Can Go Without Kiva IndieGoGo Kick

StarterSquare Cash

Only one method to donate x x x x x xCrowdsourcing x xGamification based charity x xIn app charity descriptions x x x xSelf-directed campaigns x x x x xDonate to charity in lieu of purchase xVideo description x

feature analysis

Mobile app Website Mobile $

Social cause Sharing Micro-Donations Crowdsourcing Payment

FunctionGlobal Giving Give Easy Charity

Navigator One Today Donation Connect

Donate a Photo

Secure Give Peerby Couch

surfingI Can Go Without Kiva IndieGoGo Kick

StarterSquare Cash

Profile page/My account x x x x x x x xHistory x x x xSearch x x x x x x x xAdd to favorites/my charities x xSwipe slider to select % or $ xData visual display x x x xSimple interface x x x xRating system/score xSocial feed x

meet our persona

A 24 year-old Administrative Assistant, living in Houston, TX with two roommates, who owns an iPhone and earned a degree in Communications.

Jessica Anderson

0 2.5 5 7.5 10

TrustfulGenerous

OutgoingTech SavvyResourceful

“It just isn't very easy to donate, you have to go out of your way. It’s too cumbersome between researching the charity, finding their website and filling out payment information. Feels like a chore. If it were easier to give money, I would.”

Details

user journey

Phase

Emotion

Experience I wish I could give more to charity

I don’t have the time to research every charity

Most charitable apps are terrible

Heard about Venmo's donation feature

All the information I need is in one place

I now contribute more often to charities thanks to Venmo

Transitional Discovery Connection Culmination Aspirational

design

user informed featuresMap feature to show

charity location

Visual display of charity’s campaign progress

Rating system

Social feed of donor activity

Browse by charity cause

Links to charity website

Campaign related photos/videos

Charity mission statement

Ability to share on Twitter and Facebook

0 20 40 60 80Weighted Score

Feature

100

taking the safe routeRequest for money Cash out& Repayment

Own initiative

a study in flows

1

3

2

4

5

6

87

9

simplicity is queen

a study in treatmentsV.1 V.2 V.3 V.4

1

2

3

5

4

6

7

appendix

work flow

site map

Jessica is having a night out with her friends one Saturday night. They are headed to see a famous DJ in town at club. The cover charge is $25. Jessica doesn’t have any cash. Luckily, her friend covers for her and tells Jessica “Venmo me!”. With a couple of clicks, Jessica’s friend sends her a reminder as they are standing in line to enter the club…

Sunday morning and Jessica is having brunch with some friends. As they are waiting to order, Jessica sees the repayment request from her friend from the previous night. Jessica’s friend sees her in the Venmo app and excitedly tells her about the new “VenWish” component of the app. She explains that she recently donated to UNICEF and how easy the process was. In order to demonstrate how quick and easy the process is, Jessica’s friend opens her VenWish and invites Jessica to contribute to UNICEF. Jessica receives the invite and skims through it. She sees that there is an option to star and save a charity for later. She decides to do that so she can focus on her friends and food.

Later that afternoon, Jessica opens the Venmo app again and goes to the screen where her saved charities are stored. She realizes how all the information that she needs in order to make a decision about the charity is in the app. She sees the ranking the charity received by a charity advisory site, reviews by current donors and further description about the charity. She’s glad to see that she has the option to visit the charity’s website if she wanted to research them further. essica sees her current Venmo account balance and can select how much she would like to contribute to UNICEF. A couple of taps and a click on the “Donate” button and she has made her contribution to UNICEF. “What a quick and easy process!”, she thinks.

feature demand analysisSelected 1– 2– 3– 4– 5– 6– 7– 8– 9– Total–

Feature Rating Weighted Score

Rating system 3 1 0 0 0 0 1 0 1 1 4 76

–Demand coefficient 1 0 0 0 0 6 0 8 9 24

Social feed of donor activity 3 0 0 0 1 1 0 1 1 0 4 76

–Demand coefficient 0 0 0 4 5 0 7 8 0 24

Visual display of charity’s campaign progress 2 1 1 1 0 0 0 1 1 0 5 79

–Demand coefficient 1 2 3 0 0 0 7 8 0 21

Map feature to show charity location 1 0 0 2 2 0 1 1 0 0 6 80

–Demand coefficient 0 0 3 4 0 6 7 0 0 20

Browse by charity cause 4 1 1 1 0 1 0 0 0 2 6 71

–Demand coefficient 1 2 3 0 5 0 0 0 18 29

Links to charity website 5 0 1 0 1 3 1 0 0 0 6 69

–Demand coefficient 0 2 0 4 15 6 0 0 0 31

Campaign related photos/videos 6 0 1 0 1 1 1 1 1 0 6 68

–Demand coefficient 0 2 0 4 5 6 7 8 0 32

Charity mission statement 7 1 1 1 0 0 0 2 1 1 7 63

–Demand coefficient 1 2 3 0 0 0 14 8 9 37

Ability to share on Twitter and Facebook 8 0 1 0 0 0 1 1 1 3 7 50

–Demand coefficient 0 2 0 0 0 6 7 8 27 50