Giving users direction in a sea of choices and paths.
GoodWallet is a company that provides deals and coupons online, with every deal you purchase through the site, a donation is made to a charity of your choice. The company itself has made great strides and I was excited to contribute as much as I could.
The goal for GoodWallet was to make the shopping experience for users as easy and efficient as possible. I was overwhelmed with the possibilities and I had to learn how to narrow down my choices for these next couple of weeks.
I decided on talking with users of the website to hear what they had to say. The more I researched and interviewed users, the clearer the issue was.
I spoke with people within the company as well as users of the website to find an overarching issue to tackle, something specific, doable, and timely.
The founder of GoodWallet and I spoke about what he thought was an issue for the site. He explained to me how there were people who have signed up for GoodWallet and haven't picked a charity to support. The idea that we came up with was if more people signed up for charities, they would be more involved with GoodWallet and become regular users of the website. So I started my research on competitors.
What are competitors doing?
I was given a list of GoodWallets top competitors to perform some research on.
I looked at the features of each website, what they had to offer, and what the experience was like signing up for their website.
And here are the results of my analysis.
After looking back on each companies standout features, I found some key takeaways from this analysis.
1. GoodWallet is the only company offering discounts with donations to not include a type of onboarding process to guide users who sign up.
2. Charities and Nonprofits on the homepage was an area that GoodWallet stood out in, where only one other company directly advertised featured charities on their homepage.
From here, I wanted to put the website to the test and see what user's first impressions were about GoodWallet.
“What do I do here?”
After watching users click through the website, users wanted to learn more about what the company is and what exactly they are getting themselves into.
I began recruiting new and old users through my network from LinkedIn and Slack, I was able to pull together six users to interview. The goal for this interview was to show them GoodWallet and see what buttons they instinctively clicked on first and asking them what their thought process was when looking through the site.
Here is a map of statements made from different people put together based on relevancy.
When users signed up, there was no call to action on what to do next, users were left to their own devices within the website. Do you look for deals first? Or find a charity? Download the chrome extension?
From this moment on, I was confident in the problem I wanted to solve.
This would give users a direction and a call to action all within the first minutes of joining GoodWallet.
The problem statement I wrote was the following.
“Users need a way to know what to do when signing up for GoodWallet because most users often are overwhelmed with choices starting out.”
Giving Users a Direction.
To find a solution to this issue, I brainstormed ideas for GoodWallet. What I came up with was an onboarding process users would go through when signing up.
A Fresh Pair of Eyes.
A prototype would not be anywhere near complete without a set of fresh eyes to test it and find its flaws to buff out.
When creating an onboarding process for GoodWallet, I made sure to find some users to recruit from my personal network to determine any painpoints I may have missed while putting together this prototype.
Some things I learned when testing:
Details matter. When signing up, the email section does not need to be starred out unlike the password section. This small bit didn't seem like much to me at first until someone pointed out that emails are not usually censored.
2. Consistancy is key. Clicking “support now” on the list of charities opened up a page of the charity where you would have to click the same “support now” button twice. This is a small inconsistency in the design that means a lot in the long run.
After many hours of tweaking and designing, I finally created an onboarding process ready for the real world.
Here is a look into the high fidelity prototype I created, you can access the interactive file here.
Continuing usability testing for the onboarding process and monitoring its performance as more users sign up for GoodWallet. I would focus on the bounce rate and if there is an increase or decrease in retention with users over a set period of time.
2. Creating a homepage that is concise, builds trusts with users, and priortizes information that is important for users to know first. I plan on using A/B testing with new users to determine what is necessary to have in a homepage vs elements that are clutter.