Giving for Good
Reinventing Clothing Resale for Charity
About Giving for Good
Giving for Good is a clothing resale and donation platform that links donors with a charitable organization of their choosing. The goal of this website is to allow users to see the impact that the act of giving can make on themselves, their communities and the planet.
User Research, Wireframing, Visual Design, Prototyping & Testing
3 weeks // 2020
“We’re here to connect you with the world that you’re helping and serving.”
Women’s Federation for World Peace International (WFWPI) is currently working to help the UN achieve their Sustainable Development Goals by the year 2030. Their primary focus is helping to fight climate change by tackling one of the biggest polluting industries in the world: the fashion industry.
When COVID-19 hit and the world was facing a global "stay at home" order, the folks at WFWPI took it as opportunity to redirect all the time being spent online towards a good cause. They wanted to create a convenient way for people to clear out their closets and actually be able to see where their clothing donations go.
We got the unique opportunity to design the Giving for Good website from scratch with the help of Sun Jin Moon, Senior Vice President of WFWPI. We met with her to learn more about the goals, limitations and expectations for the website.
"This would be an all in all positive website because it would give users the physiological benefits of agency, communion, and positive mental health that is proven with the action of giving."
-- Sun Jin Moon
To understand the pain points that users experience when donating or reselling their clothing, a thorough interview plan was written out to gain insight on potential donors. We wanted to learn more about interviewees':
1. Motivations and reasons for donating
2. Feelings about sustainability and second hand clothing
3. Likes and dislikes when shopping
We conducted 5 interviews with our target audience to gather qualitative data and help us deliver our product in the most effective way. These are some of the main quotes we pulled:
“Before donating to a nonprofit, I ask myself ‘Have I heard of this organization before? If I haven’t heard about it, I probably won't research it myself.”
"Why would I buy a shirt that’s not only going to pollute the earth but also not even last that long?"
“The items I have should be really important. I will respect an article of clothing more if it means something to me.”
1. Nonprofits-- Donating to nonprofits makes users feel good, but it needs to be convenient.
2. Sustainability-- Users think sustainability is extremely important but can be an overused buzzword.
3. Likes & Dislikes-- Users enjoy the satisfaction of giving but worry that their donations will end up in landfills.
It takes a lot of time and effort for users to donate their clothing, and when they do they don’t always know where it’s going.
How might we create a convenient way for our users to donate their belongings that will connect them with the foundations they’re donating to?
With the research gathered, a user persona was created to help guide our design decisions to ensure that the user’s needs were always met. Lexi Stafford is a 29 year old graphic designer and her goals and pain points helped lay the foundation of our website design.
A feature prioritization Venn Diagram was made to help identify the common goals between our stakeholder and our users. These goals will be used to form the design strategies, services, and experiences we want to deliver to our users.
We organized user flows in order to establish the website’s major use cases. Once these were made, we quickly realized a round of A/B testing was needed in order to provide users with the best possible experience.
The goal of the A/B testing was to uncover which onboarding process felt easiest for users: logging in at the start of the donation process versus in the middle. We conducted 8 usability tests to help us come to a decision.
1. Emotional Connection-- Users formed an emotional connection with the cause once they selected a charity. Forming this connection at the start of the donation process motivated users to continue the process.
2. Login Frustration- When being asked to login at the start of the process, users felt frustrated because it was so abrupt. Users were more accepting of the login step once they had already invested interest in a charity.