2

CaresCares

SEAN • SYLVIA • TOUNAUXDI 2015

Adding a Donation Feature to Venmo

3

$2 million 20132013

Payments for Venmo

$2 million

$1.5 million

$1 million

$500,000

$0

4

$2 million $335 billion

20132013Payments for Venmo

Giving to Charitable Organizations

$350 billion

$325 billion

$300 billion

$275 billion

$250 billion

$225 billion

$200 billion

$175 billion

$150 billion

$125 billion

$100 billion

$75 billion

$50 billion

$25 billion

$1 billion$2 million

$0

5

$3.35 Billion

An Increase of

for Venmo

Just a 1% share would equal

$350 billion

$325 billion

$300 billion

$275 billion

$250 billion

$225 billion

$200 billion

$175 billion

$150 billion

$125 billion

$100 billion

$75 billion

$50 billion

$25 billion

$1 billion$2 million

$0

6

“If we provide a structure that differentiates between causes and people on Venmo then we can

provide more efficient searching capabilities because users want to browse and search for causes.”

Our Solution Hypothesis

CaresCares

7

DonateDonate

ePayePay

SocialSocial

Split BillsPay for Services

and Products

Pay for Services and Products

Read Comments

to pass time

Share Activities

Post Photos and Videos

Stay in Touch

Brand Yourself

Be in the Know

Quick and Convenient

Sponatanous Payment

Meeting People

News about Friends & Family

Pay Friends & Family

Learned about causes through

social media

Popular

Trending Causes or projects

Helping People with Money

Doing Good

Related to a Friend or

Relative

Offers Rewards

Wanted an innovative item

Likes What the Cause Stands

For

Small Amounts

Wants Others to Donate

8

DonateDonate

ePayePay

SocialSocial

CaresCares

Personal Connection

Split BillsPay for Services

and Products

Pay for Services and Products

Read Comments

to pass time

Share Activities

Post Photos and Videos

Stay in Touch

Brand Yourself

Be in the Know

Quick and Convenient

Sponatanous Payment

Meeting People

News about Friends & Family

Pay Friends & Family

Learned about causes through

social media

Popular

Trending Causes or projects

Helping People with Money

Doing Good

Related to a Friend or

Relative

Offers Rewards

Wanted an innovative item

Likes What the Cause Stands

For

Small Amounts

Wants Others to Donate

9

Venmo Cares Prototypethe SAVE THE WHALES

GOALS• Support Several Causes• Inspire Others To Support Causes• Know Her Family’s Causes

FRUSTRATIONS• Lack Of Quality Fundraising Apps• Lack Of Awareness For Social Causes• Apathy Towards Supporting Causes

FEATURES• Keeping track of transactions• Ability to share beyond just Venmo • Ability to request support from friends

NAMEAGE

OCCUPATION

STATUSLOCATION

TYPE OF HOMETRANSPORTATION

LIKES

DISLIKES

Iris Black22 Political Science & Environmental Studies student Single New York, NY Off campusPublic TransportationVolunteering, organic and locally sourced food, companies with a social mission, sustainable products

Global warming, violence, Monsanto

the SAVE THE WHALES“I feel a personal responsibility to give to causes that I connenct

with emotionally.”

VENMO

SOCIAL MEDIA

DONATION

BRANDS SHE LOVES

CAUSAL

CAUSAL

CAUSAL

PRO

PRO

PRO

BIOIris comes from a wealthy background and knows that she is in a position of privilege and feels obligated to give back and support causes that she considers important but need more resources. She spends much of her free time browsing causes that she cares about on sites such as Kickstarter, Idealist.org, and Gofundme. She is fairly tech savvy and uses social media to bring greater exposure to caudses she finds important. Day to day, she has a very busy schedule, trying to balance her social life and community service pursuits while also taking a full schedule of rigorous courses. She uses apps that are convenient for her lifestyle and enjoys using Venmo for payments amongst her peers while on-the-go. Volunteers regularly and follows several organizations on Twitter and Facebook; Subscribes to several charity blogs.

“I feel a personal responsibility to give to causes that I connenct

with emotionally.”

https://popapp.in/w/projects/54b7d50a2db201dc5179df80/mockups

10

1.2

1.1

11

2.2

2.1

12

3.2

3.1

13

4.2

4.1

Biography

GOALS• Support Several Causes• Inspire Others To Support Causes• Know Her Family’s Causes

FRUSTRATIONS• Lack Of Quality Fundraising Apps• Lack Of Awareness For Social Causes• Apathy Towards Supporting Causes

FEATURES• Keeping track of transactions• Ability to share transactions behind just Venmo • Ability to request support from friends

BACKGROUNDIris comes from a wealthy background and knows that she is in a position of privilege and feels obligated to give back and support causes that she considers important but need more resources. She spends much of her free time browsing causes that she cares about on sites such as Kickstarter, Idealist.org, and Gofundme. She is fairly tech savvy and uses social media to bring greater exposure to causes she finds important. Day to day, she has a very busy schedule, trying to balance her social life and community service pursuits while also taking a full schedule of rigorous courses. She uses apps that are convenient for her lifestyle and enjoys using Venmo for payments amongst her peers while on-the-go. Volunteers regularly and follows several organizations on Twitter and Facebook; Subscribes to several charity blogs.

NAMEAGE

OCCUPATION

STATUSLOCATION

TYPE OF HOMETRANSPORTATION

LIKES

DISLIKES

Iris Black22 Political Science & Environmental Studies student Single New York, NY Off campusPublic TransportationVolunteering, organic and locally sourced food, companies with a social mission, sustainable products

Global warming, violence, Monsanto

the SAVE THE WHALES“I feel a personal responsibility to

give back and inspire others to do the same.”

VENMO

SOCIAL MEDIA

DONATION

BRANDS SHE LOVES

VenmoSearch Cause Michael Touna | Fri Jan 09 2015 | 1

Go to App Home Screen

Confirmation screen

SEARCH CAUSES screen

Slide Menu Options Screen

Tap App

Tay PayType Reason

Type Amount

Tap Reason

Tap PayCause Detail screen

Tap name from drop

down menu

Type NameTap Search Field

Tap From Crowdfunder

Tap SEARCH CAUSES

Animation Slide

Tap Hamburger

Menu

AnimationSlide

Animation Slide

Drop down menu

Animation Slide

Animation Slide

14

Our Approach

15

Competitive Analysis

16

Table 1

Venmo App Twitter App Square Cash App

KickstarterApp

PayPalApp

GiveEasy App

Business Model

3% fee on credit card transactions (free debit transactions)

Advertising All peer to peer transactions are free. Square loses as much as 25 cents per transaction

Collects 5% fee for funds collected (Kickstarter gives up a percentage for payment processing fees)

To be a safer and easier way to pay and get paid online worldwide

To connenct a mobile to their favorite charities

Target Audience

People who want to send payments to friends, emphasis on 18-24 year olds

People who think they have something important to say

People who want to send personal payments to friends

People who want to support creative and artistic projects

People that want to pay merchants instead of using credit cards

People looking to donate on the go.

Activity Feeds Yes, Personal, Friends, Public

Yes No Personal, Public

No No

17

Created a survey and compiled results data to weed out key user interview candidates

Conducted user interviews to gain an understanding of social media, ePayment and donation habits

Identified patterns and distinctions between user habits in effort to cultivate personas

Q6 How often do you perform the following

using online payments?

Answered: 25 Skipped: 1

37.50%

9

16.67%

4

29.17%

7

16.67%

4

24

2.25

8.00%

2

0.00%

0

28.00%

7

64.00%

16

25

3.48

20.00%

5

16.00%

4

52.00%

13

12.00%

3

25

2.56

0.00%

0

8.00%

2

28.00%

7

64.00%

16

25

3.56

4.00%

1

24.00%

6

16.00%

4

56.00%

14

25

3.24

56.00%

14

20.00%

5

16.00%

4

8.00%

2

25

1.76

24.00%

6

28.00%

7

28.00%

7

20.00%

5

25

2.44

Pay friends

Pay bills

Donate to

charity/causes

Shop online

Purchase

downloads...

Contribute to

crowdfunding...

Purchase

subscription...

0 1 2 3 4 5

Never Rarely Sometimes Frequently Total Weighted Average

Pay friends

Pay bills

Donate to charity/causes

Shop online

Purchase downloads (apps, music, etc.)

Contribute to crowdfunding (Kickstarter, Indiegogo, etc.)

Purchase subscription services

6 / 18

Online Payment Survey SurveyMonkey

18

the SAVE THE WHALES

GOALS• Support Several Causes• Inspire Others To Support Causes• Know Her Family’s Causes

FRUSTRATIONS• Lack Of Quality Fundraising Apps• Lack Of Awareness For Social Causes• Apathy Towards Supporting Causes

FEATURES• Keeping track of transactions• Ability to share beyond just Venmo • Ability to request support from friends

NAMEAGE

OCCUPATION

STATUSLOCATION

TYPE OF HOMETRANSPORTATION

LIKES

DISLIKES

Iris Black22 Political Science & Environmental Studies student Single New York, NY Off campusPublic TransportationVolunteering, organic and locally sourced food, companies with a social mission, sustainable products

Global warming, violence, Monsanto

the SAVE THE WHALES“I feel a personal responsibility to give to causes that I connenct

with emotionally.”

VENMO

SOCIAL MEDIA

DONATION

BRANDS SHE LOVES

CAUSAL

CAUSAL

CAUSAL

PRO

PRO

PRO

BIOIris comes from a wealthy background and knows that she is in a position of privilege and feels obligated to give back and support causes that she considers important but need more resources. She spends much of her free time browsing causes that she cares about on sites such as Kickstarter, Idealist.org, and Gofundme. She is fairly tech savvy and uses social media to bring greater exposure to caudses she finds important. Day to day, she has a very busy schedule, trying to balance her social life and community service pursuits while also taking a full schedule of rigorous courses. She uses apps that are convenient for her lifestyle and enjoys using Venmo for payments amongst her peers while on-the-go. Volunteers regularly and follows several organizations on Twitter and Facebook; Subscribes to several charity blogs.

Personas

19

GOALSMike wants to be able to stay ahead of the cultural curve on a budget. She loves both trendy products and projects and is an avid believer in crowdfunding culture.

FRUSTRATIONSExcess fees, overly expensive products, confusion regarding pricing, limited flexibility in crowdfunding donation options, outdated tech products, over-sharing on social media for things like financial transactions.

FEATURESPrivacy options need to be in place when donating similar to friend transactions (public, friends only, private), linking to social media, crowdfunding platforms integrated into Venmo ecosystemcrowdfunding platforms integrated into Venmo ecosystem

NAMEAGE

OCCUPATIONSTATUS

LOCATIONTYPE OF HOME

TRANSPORTATIONLIKES

DISLIKES

Mike Jones32Data Content strategist Married New York, NY Rents apartment in BrooklynUses subway, doesn’t own a carTraveling, shopping, getting together with friends Having to wait, cheap goods, dated products

the KICKSHOPPER“Wow, That’s really cool. I can totally find a way to use that.”

VENMO

SOCIAL MEDIA

DONATION

BRANDS SHE LOVES

CAUSAL

CAUSAL

CAUSAL

PRO

PRO

PRO

BIOMike is a hardworking, married Brooklyn-ite who spends a lot of his time at work and likes to check out Kickstarter on his breaks to find cool, new projects that peak his interest. When something innovative catches her eye, he will donate so he can get involved with the product first and preferably at a discount. He would love to donate more, but due to personal budget constraints, he has to do her research in regards to the projects he picks. This means getting a deal while still feeling like he made a valuable contribution is what is ultimately most important to him. He also likes to see what his friends have bought and recommend to him, generally learning through social media channels like Facebook. He uses Venmo frequently, but usually only to pay for things with friends at random times depending on his day-to-day lifestyle. He also only tends to use Venmo for small transactions He enjoys the convenience and flexibility of the app regarding their payment options and processes but feels that the social element of Venmo to be a bit redundant. Overall, he enjoys Venmo’s current capabilities but questions its long-term value in its current model.

20

GOALS• When she’s out at dinner with his friends,

she uses Venmo to pay her part of dinner. • Eddie’s friends love to donate to crowdfunding. • So when she sees it pop up in her Facebook,

she likes to give as well.

FRUSTRATIONS• Hates when a company doesn’t have an app option. • Hates carrying cash with her.• Doesn’t like being left out about what her friends

are doing.

FEATURES• A way to see what her friends are donating too• A way to share her donation activities

NAMEAGE

OCCUPATIONSTATUS

LOCATIONTYPE OF HOME

TRANSPORTATIONLIKES

DISLIKES

Monica Sanchez19College StudentSingle Boston, MA Dorm roomPublic TransportationDrinking with friends, biking, watching sports

Expensive food, slow apps

the SUPER SOCIAL“I feel like I can really

express myself through social media.”

VENMO

SOCIAL MEDIA

DONATION

BRANDS SHE LOVES

CAUSAL

CAUSAL

CAUSAL

PRO

PRO

PRO

BIOMonica is a hard working college students, living away from home for the first time. It doesn’t take long for Monica to make new friends. In fact, Monica already has a group of new classmates she hangs out with on a regular basis. Being a student, Monica doesn’t have much money, so she has to be careful where every dollars goes. Monica loves hanging out with her friends when she’s not in class. Away from her family, her classmates help her feel at home. It’s really important to keep up with her friends on social media, especially when they post funny content. She loves Venmo because it feels familiar to her other social apps and all her friends are using it.

21

Icon Test

22

5.15.2

23

Next Steps

• A/B testing donation activity feed layout

• Donation icon testing

• Retesting copy

• Possible external sharing