Venmo team uxdi_habanero_project3

1. Project #3 SeokHui Hong Toby Marlow Willa Wolfson

2. THE CHALLENGE Strengthen the Venmo brand by offering ways for users to easily connect with and contribute to their favorite charities and causes.

3. Discover Define Design Deliver User Test Persona User Research Feature Map Contextual Inquiry Affinity Mapping Business Analysis Define User Type IterationSketches Competitive Analysis Wireframe Prototype Deliverable PROCESS

4. RESEARCH Business Analysis Contextual Inquiry Competitive Analysis User Research

5. Drink for last night! “Super useful app!” “So, so convenient!” Customer Reviews “Most convenient way to split bills!” Business Analysis

6. “It’s weird to see other people’s financial stuff” Make and Share Payments. Business Analysis

7. WHY?

8. Ice bucket - disconnect RESEARCH

9. Disconnect between Social media and Charities RESEARCH

10. Social Money Donation Make a difference! RESEARCH

11. Complex Simple Social Snapcash Squarecash COMPETITIVE ANALYSIS Turn a weakness into a STRENGTH!

12. USER RESEARCH !  &

16. Screener ! 

20. 10 User Interviews ! 

24. 30 Surveys ! 

28. Contextual Inquiry

29. Friend Feed Click on Payment Tap Open Venmo Pay or Request End Type Name Enter Amount Enter Message Pay or Request Tap to Conﬁrm Donation Existing user flow RESEARCH Contextual Inquiry

30. 85% 95% “I don’t trust where my money goes!” “I am more likely to donate if my friends recommended me.” 40% “I would love to have some incentives or rewards.” “I have donated out of guilt” 60% RESEARCH Survey findings

31. RESEARCH Affinity Mapping

32. RESEARCH Pain Pleasure Low effort High effort Affinity Diagram* *Size of circle indicates frequency of responses. Donating to favorite/personal causes Incentivized Donations Knowing where money is going Instagram Venmo social feed Social media observer Paying friends Payment security concerns • User patterns • Splitting bills • Security is a concern for some users. • Trusting charities - “not sure where my money is going” • Donating is very personal. Cause should mean something to the user.

33. • Needs to trust organization • Wants to receive incentive • Relies on friends/family Donate Money Transfer • Venmo is very convenient • Mainly used for splitting bills • Social part is weird Social • Visual is important • Staying in touch with friends RESEARCH - FINDINGS

34. DATA MODELING Personas User scenarios User Stories

35. Archetype Objective Opportunities Jess: The Team Player Donate to the causes and charities her friends and family are involved in. Introduce new charities and causes. Fred: The Leader Search charities that he trusts or causes that he cares strongly about. Encourage discovery of other causes by including multiple search results throughout the process. Lucy: The Sympathizer Quickly and easily donate to charities using technology I understand or learn quickly. Make the donation process simple and fast. DATA MODELING Personas

36. Age Occupation Status Location Archetype 24 Marketing Executive Single Manhattan The team player RESEARCH + DATA MODELING Behaviors • More likely to donate money to causes as part of a group. • Attends charity events with friends. • Uses Instagram to keep up to date with all her friends’ activities. • Dines out with friends frequently and uses Venmo to split bills. Goals • Not miss out on any social events or activities. • Avoid awkwardness of asking friends for owed money. • Keep up to date with all her friends’ interests. Frustrations • Overwhelmed by the number of charities and causes asking her to donate. • Being guilted into donating money to a cause. • Limited disposable income Bio Jess is a recent college grad who is working at a Manhattan marketing agency. She is a social butterfly and likes to go out with friends at least 3 times a week. Jess considers herself socially conscious but is not passionate about any one cause but rather likes to support causes her friends are already involved with. Tech behavior Incentivized Self-motivated Trusting Cautious Early adopter Laggard Public Private Jess The Team Player “Attending charity events is a great way to catch up with friends and have a good time together”

37. Age Occupation Status Location Archetype 32 Architect Married Brooklyn The leader RESEARCH + DATA MODELING Behaviors • Selective about the charities he donates to and is more likely to support causes that are relevant to his life. • Proactive in the support of charities. Actively seeks out causes and encourages others to do the same as well. • Often offers to pay for bills and have his friends reimburse him at a later time. Goals • Wants transactions to be instant and convenient. • Have his friends join with him in the support of causes he cares about. Frustrations • Needs to trust a charity before he is willing to donate money to it. • Not knowing where donated money is going. • Has concerns about safety and security of Venmo. • Thinks auto pay (recurring) donations are impersonal. Bio As a partner at an architecture firm that specializes in sustainable practices, Fred considers himself very environmentally aware and socially conscious. Fred is a fact- based person and and insists on doing as much research as possible before committing any money to a charity or cause. Tech behavior Incentivized Self-motivated Trusting Cautious Early adopter Laggard Public Private Fred The Leader “I love being able to contribute to charities but it needs to be on my terms. I need to feel secure that the charity is honest and my contribution is benefiting those in need.”

38. Age Occupation Status Location Archetype 40 Accountant Married Chicago The sympathizer RESEARCH + DATA MODELING Behaviors • Donates to national disaster relief funds during times of need. • Observes more than participates with social media. Goals • Keep track of personal finances. • Easily request and pay friends money. Frustrations • Hates public feed in Venmo. Feels personal financial information should be kept private. • Does not like when charities ask for more than a one time payment. • Can only concentrate on one social media platform at a time. Bio As a mother of 2 young children, Lucy is particularly sensitive to the needs of other families around the country. If the family budget allows for it, Lucy likes to donate to natural disaster relief funds or other causes that are mentioned heavily in the press or on one of her favorite blogs. Tech behavior Incentivized Self-motivated Trusting Cautious Early adopter Laggard Public Private Lucy The sympathizer “I think it is our job as humans to give to those who need help at times when things are most desperate”

39. Problem statement: While most users verbally commit to donating to charities, many times they do not follow through.

40. CONCEPTING Feature development Wireframing User validation

41. FEATURE DEVELOPMENT •Began with a brainstorm •Ideas mapped on feature prioritization chart.

42. FEATURE PRIORITIZATION Feature map Low engagement High engagement Essential Nice to have Create a campaign Join a cause group Progress bar Search + browse causes Browse nearby Campaigns Social cause feed Frequent buyer points User levels Hierarchy Hashtag donations Messenger “Meal share” Donate tip to pay for cause Silent auctions User discounts Food/drinks etc Least votes Most votes Low priority High priority • Areas to explore: • Cause search page • Cause hashtag / name • Create a campaign • Personal progress bar.

43. FEATURE PRIORITIZATION ANALYSIS Social Peer validation is a strong motivator for many users and will encourage participation. Donations Must be secure and simple. Discovery Must be a way for users to locate a cause or charity quickly and easily

44. Design proposal: Leverage an existing behavior to create a simple way for users to donate to their favorite causes and charities.

45. causes The easy and trustworthy way for users to donate and discover causes.

46. CONCEPTING A profile page designed with the needs of charity organizations and users in mind. A secure and simple way for users to directly donate to causes they care about. “Venmo donation @Charity_name” causes page causes handle

47. SCENARIO Venmo Cause handles are designed to be easy to remember and can be applied to a range of media.

48. DISCOVERY FLOW The Leader Venmo Search causes Causes Thank you Select cause Choose Donation The Team Player Thank you Choose Donation The Sympathizer Venmo Enter Cause tag Payment page Choose Donation Thank you

49. SKETCHING Campaign/Charity Page Make a Donation Page Explored: • Progress bar • Leaders contributors • # of friends donated • Invite a friend • Description of campaign Explored: • 3 charity options • % donation • $ donation • “Tipping” a cause Personal Profile Page Explored: • Social feed • Create a campaign • Donate to friend’s campaign • Follow campaign Used in wireframes

50. WIREFRAMING AND ITERATING End preventable child deaths Unicef @Unicef Unicef United States Fund Score: 9.5/10 (What’s this?) 90% of every dollar spent goes directly to assist children Lorem ipsum dolor sit amet, te cum prompta legimus pericula. Ferri modus sit eu, et has summo lobortis. Dissentias accommodare est in. Praesent consulatu temporibus quo ne. Ei duis consequat quo, diam ceteros ullamcorper at pri. Brute viris abhorreant vim ut, prompta tractatos conclusionemque ei his. Sea meis partem docendi an, eos an nobis docendi placerat. Et mucius deseruisse pro, mei ad oporteat maiestatis intellegam, mel ex suas ullamcorper. Ad sit munere meliore complectitur. Vis magna audiam id, nec congue tempor lucilius ad. Eu veri quaerendum instructior his. Qui in sale graece, mei an legere malorum. 10 of your friends have donated so far 3,103 total contributers Donate Now Invite a Friend Add to Favorites Read More #children #humanitarian 1st Iteration 2nd Iteration Key Takeaways from User Tests: 1. Where does the “score” come from? • Added “Charity Navigator” 2. Where exactly is my money going to prevent child deaths? • Added more context (clean drinking water) 3. Too cluttered! • Spaced out the information and “hid” some of it Key Takeaways from User Tests: 1. Where is the community that needs water? • Added more context (Sudan’s drought) 2. It’s hard to tell that the “3 weeks is changing” • Made it bigger and bolder 3. What does “Invite a Friend” and “Follow Unicef” mean? • Added a short description for each 1 2 3 1 2 3

51. CURRENT ITERATION View Current Prototype in InVision: • http://invis.io/PY2QRM334 Clickable prototype for: Jess: • Receives notification from friend to donate to the cause Fred • Searches for Unicef because he already is interested in it

52. CURRENT ITERATION Donate to @Unicef: Lucy: • Sees a billboard asking her to donate to Sudan and makes a donation via Venmo

53. NEXT STEPS

54. • Provide more information on the charity that a user is donating to •Embedded videos •Extended stories • Contributions page for Venmo users to track their donations •Explore incentive options for more frequent donations: •Partner with local stores/organizations •Enter in a lottery to receive a gift certificate each time you donate

55. APPENDIX

56. Global Feed Friends Feed Personal Feed Pay or Request Charity Feed Invite Friends Friends Notification Pending Payment Search People Settings Personal Profile Cash Out Charity Profile Home Confirmation Main Page Side Bar APP MAP

57. Seok Hui Hong invites you to donate to Unicef - Help me provide communities in Sudan affected by the drought with clean drinking water slide to view Seok Hui Hong invites you to donate to Unicef - Help me provide communities in Sudan affected by the drought with clean drinking water slide to view Seok Hui Hong invites you to donate to Unicef - Help me provide communities in Sudan affected by the drought with clean drinking water slide to view Seok Hui Hong invites you to donate to Unicef - Help me provide communities in Sudan affected by the drought with clean drinking water slide to view Find Out More About this Cause 1 week Provide a community in Sudan affected by the drought with clean drinking water for Seok Hui Hong invited you to donate to a cause Unicef United States Fund @Unicef Donate Now $3 10 of your friends have donated so far 3 weeks Provide a community in Sudan affected by the drought with clean drinking water for Learn More Donate Now Unicef @Unicef Unicef United States Fund Charity Navigator: 90% of every dollar spent goes directly to assist children Invite a Friend Follow Unicef $5 #children #humanitarian Invite up to 5 friends to contribute to this cause. Add to your favorites so you can contribute to this cause in the future. @Charity Charity Donate Follow Luke paid Habaneros Like Comment Search for a charity or interest 3,103 total contributers 2,004 total contributers 1,670 total contributers @Charity Charity Unfollow 1,900 total contributers @Charity Charity Unfollow @Charity Charity Donate Unfollow @Charity 12 of your friends donated to X Follow @Charity 8 of your friends donated to Y Follow 670 total contributers @Charity 5 of your friends donated to Z Follow 3,100 total contributers 2 of your friends donated to q Charity 9.5/10 CAUSES I FOLLOW (MAXIMUM OF 3) @Charity 2 of your friends donated to Q Follow 1,350 total contributers @Charity 14 of your friends donated to W Follow 1,350 total contributers Search for a charity CHARITIES INTERESTS @Charity Charity @Charity Charity @Charity Charity @Charity Charity Q W E R T Y U I O P A S D F G H J K L Z X C V B N M 123 space return I The I’m Search for a charity or interest 3,103 total contributers 4,103 total contributers 2,004 total contributers Unfollow @Charity Charity Unfollow @Charity Charity Unfollow @Charity 12 of your friends donated to x charity Donate Follow 9.5/10 @Charity 8 of your friends donated to y charity Donate Follow 9.5/10 @Charity 5 of your friends donated to z charity Donate Follow 9.5/10 @Charity 2 of your friends donated to q charity Donate Follow 9.5/10 2 of your friends donated to q Charity 9.5/10 @Unicef Unicef United States Fund CAUSES I FOLLOW (MAXIMUM OF 3) 10.00 Give to Unicef and help stop Ebola in West Africa. $5 $5 Give $5 to x charity and help do x. CAUSES I FOLLOW Select which causes you would like to support below. Give $5 to y charity and help do y. $10.00 Your Balance Arrives on Thurday, April 16 Give $5 to Unicef and provide a community with water for 3 weeks. Edit Edit $5 Edit Donate $5.00 and Cash Out $10.00 Search for a @charity or #interest Donate @Charity Charity Donate @Charity Charity Donate @Charity 12 of your friends donated to x charity Donate @Charity 8 of your friends donated to y charity Donate @Charity 5 of your friends donated to z charity Donate @Charity 2 of your friends donated to q charity Donate 2 of your friends donated to q Charity CAUSES I FOLLOW @Unicef Unicef United States Fund Fred WilsonFred Wilson 15.00 Fred Wilson @Fred-Wilson 10.00 Give to Unicef and help stop Ebola in West Africa. Confirm $5 $5 CAUSES I FOLLOW Select which causes you would like to support below. $10.00 Your Balance Arrives on Thurday, April 16 Give $5 to Unicef and provide a community with water for 3 weeks. $5 Give $5 to x charity and help do x. Edit Give $5 to y charity and help do y. $5 Edit Donate $5.00 and Cash Out $10.00 Confirmation 1 week Your $3 donation helped provide a community with water for $12.00 will be deposited to your bank account: Chase ***9265 Expected arrival: Thursday, April 16 (1 day) Cashouts requested before 7PM Eastern are deposited the next business day, excluding weekend and bank holidays. SUCCESS! THANK YOU! @Unicef @Unicef Unicef United States Fund Main Page Cash Out Select amount of money Confirmation Charity Feed Charity Search Charity Page Search for a charity or interest 3,103 total contributers 4,103 total contributers 2,004 total contributers Unfollow @Charity Charity Unfollow @Charity Charity Unfollow @Charity 12 of your friends donated to x charity Donate Follow 9.5/10 @Charity 8 of your friends donated to y charity Donate Follow 9.5/10 @Charity 5 of your friends donated to z charity Donate Follow 9.5/10 @Charity 2 of your friends donated to q charity Donate Follow 9.5/10 2 of your friends donated to q Charity 9.5/10 @Unicef Unicef United States Fund CAUSES I FOLLOW (MAXIMUM OF 3) Follow Charity Notification Notifications Page 10.00 Give to Unicef and help stop Ebola in West Africa. $5 $5 Give $5 to x charity and help do x. CAUSES I FOLLOW Select which causes you would like to support below. Give $5 to y charity and help do y. $10.00 Your Balance Arrives on Thurday, April 16 Give $5 to Unicef and provide a community with water for 3 weeks. Edit Edit $5 Edit Donate $5.00 and Cash Out $10.00 Cash Out Pay or Request Invite Friends Donate Now WIREFLOW

58. ORIGINAL USER FLOW

59. CURRENT USER FLOW Only added to 2 actions (highlighted in blue) to the existing flow

60. PERSONA USER FLOWS

61. ANNOTATED WIREFRAMES

Venmo team uxdi_habanero_project3

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