Giving to charity
In the UK, giving to charity is a popular and respected gesture, and many online platforms have recently emerged to facilitate that generosity. When British Telecommunications found that its commission-free online fundraising service, MyDonate, was being passed over in favour of paid platforms, they wanted to know how to improve their service. Why were people opting to pay more? What factors were dissuading donors, and how could MyDonate adapt to encourage more donations?
Cross-disciplinary approach with behavioural economics
To answer this, we took a cross-disciplinary approach, pulling in principles and tools from behavioural economics to help guide our service design. The well known principle of ‘anchoring’, for example, helped us determine an effective starting amount to display on the fundraising page, nudging users to give just a little extra. We studied how these kind of nudges could be used to increase donations, attract more users, improve retention and reduce customer support needed.
Exploratory research with donors, fundraisers and charity employees led us to five design principles that guided us through our process:
- Simplicity: reduce hassle and give clear direction.
- Human: use social cues to guide behaviour.
- Create loyalty with community, investment, gamification, and priming.
- Personal: attract users by appealing to self image and personalisation.
- At the right time engage at the right time and place, and help people plan for the future.
Our key goals were to increase the number and value of donations through the website. After observing customers and listening to support centre calls, we believed many frustrations could be resolved by simplifying the user interface. We stripped away irrelevant content and analysed user data to create personalised landing content for the user. This page had one clear ‘call to action’ and created an ‘invisible’ sign up process to encourage users to log in. Our hypothesis was that these changes would minimise users’ impatience and frustration, which would improve customer retention and free up resources by reducing the number of calls to the support centre.
Exploratory research, usability testing, content design, user data analysis, prototype testing
Behavioural economics principles
Leveraged principles from behavioural economics to improve the MyDonate online fundraising service.
Deep empathy through behavioural economics
Developed deep empathy with users by applying behavioral economics techniques to understand their motivations and actions.
Spotless package recommendation
Elevate Your Existing Business; Totally Understand Your Customer; Prototype, Test and Learn