Data Driven Redesign

Roundup Care

A detailed UX Redesign case study of a

donation app focused on improving user engagement and reducing churn rate

About the client and the problem

Round up care is the mobile - first donation platform which lets it's customers to donate for Non Profit organisations/charities .The app offers revolutionary donation strategies which suites the auidence of it's market in united states

The app is not getting a non-stop engagement from their audience and lags an intuitiveness the client was experiencing significant challenges with user engagement. Although users were successfully completing the onboarding process and accessing the platform, they were uninstalling the mobile app without engaging further or utilizing its services.

They really dived into the content, the product, and the mission of what we are trying to achieve. They quickly assessed and were able to move forward on providing us with their analysis in a timely manner. The team was also very flexible with us and were able to come up with creative solutions for conducting user interviews and surveys.

Client Feedback

UX Research

The UX research maintained a linear flow, with each stage logically defined from the previous one. We collaborated effectively to ensure that we are tracking the right problem . Additionally, we worked closely with the client to understand requirements and translate the pain points to possible solutions.

1

Discover

Understand and discover the problem in current app

2

Empathise

Empathise with user pain points

3

Research

research the about the competitor in the market

4

Ideate

Brainstorm and ideate the solutions via IA

Our team of 5 designers completed this project in 2 phases

In-Depth UX Research - Phase 1

We conducted extensive research, including user interviews, surveys, and data analysis, to understand why users were disengaging after onboarding. This helped identify key pain points and areas for improvement

UI Design - Phase 2

Based on the research, we redesigned the app with a focus on improving navigation, adding engaging features, and creating a more intuitive user experience to boost post-onboarding engagement

Documentation

We thoroughly documented all the steps and research involved in the redesign in Notion, along with valuable insightsThis will serve as a useful reference for the client to implement more advanced features in the app in the future

UX UI Audit of the Existing App , Heuristic analysis

01

DISCOVER

UX UI Audit

Summary

Sign-up/sign-in process can be enhanced with social media options and better UX writing⁠

New user sign-up flow is confusing and should be made skipable for easy app exploration⁠

Charity selection process can be improved by asking user preferences upfront⁠

Charity profiles should be more visually appealing and informative, similar to Google Search results

Donation method selection lacks a one-time donation option and explanations for each method⁠

Dashboard needs improvement in data representation and intuitive design⁠

Navigation relies heavily on the hamburger menu, lacking a dedicated navigation bar⁠

Summary

Onboarding screens need improvement in design, readability, and user experience

Sign-up/sign-in process can be enhanced with social media options and better UX writing⁠

Sign-up/sign-in process can be enhanced with social media options and better UX writing⁠

Charity selection process can be improved by asking user preferences upfront⁠

Charity profiles should be more visually appealing and informative, similar to Google Search results

Donation method selection lacks a one-time donation option and explanations for each method⁠

Navigation relies heavily on the hamburger menu, lacking a dedicated navigation bar⁠

Summary

Onboarding screens need improvement in design, readability, and user experience

Sign-up/sign-in process can be enhanced with social media options and better UX writing⁠

Sign-up/sign-in process can be enhanced with social media options and better UX writing⁠

Charity selection process can be improved by asking user preferences upfront⁠

Charity profiles should be more visually appealing and informative, similar to Google Search results

Donation method selection lacks a one-time donation option and explanations for each method⁠

Navigation relies heavily on the hamburger menu, lacking a dedicated navigation bar⁠

Heuristic Analysis

Summary

The heuristic evaluation presented analyzes a user interface (UI) based on 10 key usability principles. These principles helped us to identify flaws and suggest improvements to enhance user experience,Key areas that need attention include:

Error Prevention (5/7 No): Significant improvements are needed to prevent user mistakes, especially in form validation, error messages, and previewing changes before finalizing actions.

Based on the heuristic evaluation, the results show that 50% of the usability principles were successfully met, while the other 50% indicate areas for improvement.

Help and Documentation (3/4 No): The app lacks sufficient help features, including onboarding guides, searchable FAQs, and clear instructions before performing critical actions.

User Control and Freedom (3/5 No): There is a need for better options to undo, redo, and easily exit unwanted actions, allowing users more control over their interactions.

Recognition Rather Than Recall (2/4 No): The system could further reduce cognitive load by making elements easier to recognize without relying on users' memory.

Areas where the system performs relatively well include Visibility of System Status, Consistency and Standards, and Aesthetic and Minimalist Design, though improvements can still be made in certain sub-categories

Summary

Error Prevention (5/7 No): Significant improvements are needed to prevent user mistakes, especially in form validation, error messages, and previewing changes before finalizing actions.

Based on the heuristic evaluation, the results show that 50% of the usability principles were successfully met, while the other 50% indicate areas for improvement.

Help and Documentation (3/4 No): The app lacks sufficient help features, including onboarding guides, searchable FAQs, and clear instructions before performing critical actions.

User Control and Freedom (3/5 No): There is a need for better options to undo, redo, and easily exit unwanted actions, allowing users more control over their interactions.

Recognition Rather Than Recall (2/4 No): The system could further reduce cognitive load by making elements easier to recognize without relying on users' memory.

Areas where the system performs relatively well include Visibility of System Status, Consistency and Standards, and Aesthetic and Minimalist Design, though improvements can still be made in certain sub-categories

Summary

Error Prevention (5/7 No): Significant improvements are needed to prevent user mistakes, especially in form validation, error messages, and previewing changes before finalizing actions.

Based on the heuristic evaluation, the results show that 50% of the usability principles were successfully met, while the other 50% indicate areas for improvement.

Help and Documentation (3/4 No): The app lacks sufficient help features, including onboarding guides, searchable FAQs, and clear instructions before performing critical actions.

User Control and Freedom (3/5 No): There is a need for better options to undo, redo, and easily exit unwanted actions, allowing users more control over their interactions.

Recognition Rather Than Recall (2/4 No): The system could further reduce cognitive load by making elements easier to recognize without relying on users' memory.

Areas where the system performs relatively well include Visibility of System Status, Consistency and Standards, and Aesthetic and Minimalist Design, though improvements can still be made in certain sub-categories

User Interview Ananlysis to Identify the Pain Points, Conducting Stakeholder Interview,User Persona & Empathy Mapping

02

EMPATHISE

User Interview and Insights

Structured and moderated interview was conducted by one of the employee's from client's team and here's how we did it

Interview Structure

The user interview is divided into four sections: audience demographics, donation platforms,
App experience, and Ul preferences
Questions aim to understand users' charity donation habits, platform choices, and experiences with the app
Users were asked about their experience, difficulties, and desired changes in the app
Follow-up questions focused on understanding donation methods, bank/credit card detail safety, and feature comprehension

The onboarding process and changing donation settings were identified as areas needing improvement
Users expressed concerns about charity information availability, privacy.
Some users are worried about transaction tracking and unwanted communications
Elderly users are not sure which step they are in since the app do not show completion feedbacks
Users wants the donation process to be easy majorly in just 2-3 click they want to donate hassle free

Stakeholder Interview and Insights

Stakeholder Goals

1. Want to keep the working of the platform transparent.
2. Ease of donating a small amount
3. Connecting the user directly to the non-profit
4. Building a global community to donate to a cause

Can have features-

1. Community
2. Crypto
3. Reward mechanisms

Pain Points

1. Users are not staying on the app because they don't find their fav charity
2. Users don't trust the platform they have to provide the credit/bank credentials to a n platform
3. Fluency is missing in the application flow.
4. Gamification and reward mechanism are missing
5. Notification is missing

User Persona and Empathy Mapping

Creating user personas helped us better understand our target audience by synthesizing key data into relatable profiles. We started by gathering insights from user research and interviews. Each persona encapsulates demographics, goals, challenges, and behaviors, providing a clear picture of who we're designing for. User interview insights also helped us in making an empathy map. An empathy map is a collaborative visualization used to articulate what we know about a particular type of user. It externalises knowledge about users in order to 1) create a shared understanding of user needs, and 2) aid in decision making

Competitor Analysis

03

RESEARCH

Competitor analysis

For the Competitive Analysis, we simply analysed three other applications of the same domain and with similar features to be able to understand the differences and similarities among each of the applications and take away the best

possible information for future implementation on the application.

The list of features includes onboarding, blog, crypto integration, dashboard (Data representation), guide instruction, customer support, a sense of community, social media sharing, aiming unique group of audience, security (which is the major issue), a color palette which conveys the purpose and their unique prepositions.

The list of categories for the competitive analysis includes each application’s target market, pricing/month, strengths and weaknesses.

How might we : Statements , Information Architecture

04

IDEATE

How might we : Statement

Key "How Might We” Statements

Make users feel connected to charities they donate to on the app
Make the onboarding process quick and intuitive
Ensure users have all the information they need to feel confident
Direct users to become potential customers

Important Takeaways

Implement features to connect users with charities, such as event invitations and communication platforms
Improve user onboarding with easy login options, skip-able tutorials, and clear feature explanations
Build trust by showing secure payment methods and sharing impact stories
Engage users through gamification, reward systems, and social sharing options

Additional Insight

Suggestion for a badge earning system to increase user engagement

Information Architecture

From our previous research methods, we gathered many ideas for the app, which we categorized into must-have features, as well as separate flows for new users and invited users:

Key Sign In and Sign Up

Onboarding

Dashboard

Suggest which charity to donate to

Charity list

Charity details

Select Donation Types

Payment

Post Payment flow (Feedback)

Create a sense of community

Reward mechanism

The UX research which was greatly appreciated by the client followed the design phase later