Understanding the Product
What is the monthly donation program?
Monthly donations
A fixed amount goes to a cause of the user’s choice every month.
Autopay function
Users can link their debit or credit card for automatic monthly deductions.
Dual impact
Creates lasting impact while helping Ketto sustain an emergency fund.
Data analyis
So, how successful was the program?
So, to summarise
The program was failing considerably
Cohort #1
Cancelled Users
70% Users
cancelled thier subscriptions by month 3 (M3 retention)
Cohort #2
Inactive power users
To identify barriers to conversion, we interviewed 10 frequent donors from our second cohort who hadn’t joined the program despite multiple engagement efforts.
53% Users
donate regulary but havent signed up by month 3 (M3 activation)
Design Audit
Bad Visual Design, Generic copy and incomplete IA
Methodologies
Quick Usability tests
WCAG
Teach-Back
These tests further verified our hypothesis that the core value proposition was lost on the users.
Design Iterations
Wireframe for the new information architechture
Identified Solutions
Finalised Features
Facilitate User Understanding
User interviews revealed that people value seeing the real impact of their contributions in someone's life. To address this, we displayed the number of lives impacted via the program and added a carousel of images featuring real beneficiaries.
Reduce user confusion
Visualize complex concepts
Many users were unclear about how the program, particularly the auto-debit feature, worked. To address this, we added a simple widget to visualize the user journey and explain the program’s process.
Tailor the USer experience
Cohort-based
UX writing
Each cause had a distinct emotional driver. For medical causes, urgency was most effective; for education, impact; and for animal welfare, empathy. To align with these motivations, the UX copy was tailored for each cause, and the title copy made more actionable.
Spark curiosity
Show impact over time
The key differentiator between this program and one-time donations was its lasting impact. To emphasize this, the design focused on quantifying global impact rather than individual contributions. An impact calendar was introduced to show how donations support beneficiaries over time.
quantifying impact
Improved business metrics and user satisfaction
14%
increase in signups
6%
decrease in bounce rates
5%
decrease in cancellations