My responsibilities

• Stakeholder interview,

• desk research,

• user interviews,

• empathy map,

• user persona and user story,

• user journey map,

• “How-might-we”,

• Hias Wrba’s matrix,

• prototyping,

• A/B testing.
  
  

About the Project

ShareTheMeal is a crowdfunding app to fight global hunger through the United Nations World Food Programme (WFP). This was a research-driven team project (5 members) aimed at creating and testing out a possible feature to be added to the app

Objectives

• Reduce the loss of the subscribers.

• Increase engagement of the users.

• Gain trust from users.

• Increase the number of long term value donors (LTV).

Challenge

• Generate ideas on how to increase user engagement.

• Build and test the prototype.

• Present our findings and ideas to the stakeholders.

Research

Stakeholder Interview

We started off with a stakeholder interview, to gather important information about the project. The stakeholders provided us with a project brief and already collected user data.

Insights - What is important for the user and what is important for the business?

For the user:

• Seeing the impact of their donations and staying updated.

• Feeling better about oneself by donating.

• Feeling that one is making a positive change in the world.

For business:

• Opportunity to expand beyond food and money donations.

• Prioritizing long term sustainable goals.

• Increase overall revenue.

  
  

Process Overview

Analyzing the Competitors

To kick off our research we set a goal to see what is important for users and donors.

We continued by doing a SWOT analysis of three competitors: Y Waste, Waste No Food and Coin Up.

Desk Research

Through desk research, we got to know our users and their values even better. We analyzed three different articles that were connected to our goals. The main takeaway that we found all authors pointing out was the importance of information as a basis for building trust.

“By reducing uncertainty, information increases their sense of efficacy.”

Empathy map

From all of our research and data collected from the surveys, we conducted 8 user interviews. We organized the data we got and created an empathy map. We grouped our notes by how the users think and feel, what they hear, see, say and do, their pain points and gains are.

User persona

Leveraging prior research, we crafted a detailed user persona highlighting her background, behaviors, pain points, and objectives. We then developed a user story that helped shift our approach from problem documentation to meaningful discussion and solution exploration.

User journey

Building on our persona, we created a user journey map to visualize Donna’s experience from discovery to engagement. This helped us pinpoint key pain points and identify moments where thoughtful design could improve her overall experience.

Ideation

After framing our challenges with How-Might-We statements, we moved into ideation. Using Hias Wrba’s Matrix, we organized and prioritized our ideas, which helped us identify the most impactful concepts to move forward with.

We decided on the idea of user being able to generate the causes that fit them the best by implementing a random campaign picker.
This would relieve the pressure of picking one campaign over the other, which provoked the feeling of guilt.

Wireframes and Prototype

With our ideas defined, we translated them into quick pen-and-paper sketches, then developed medium-fidelity wireframes that shaped the foundation of our interactive prototype.

User testing

We tested the prototype with 11 users using A/B testing, comparing our version to the existing one to observe user reactions and gather actionable insights.

What do we want to test?
Is the random campaign picker quick enough way to donate when in a hurry? Is it engaging, interesting?

Hypothesis
The new feature is interesting, clean, obvious and intuitive. It can help the indecisive users when picking a cause. It’s interactive.

Takeaways

Analyzing the testing data revealed key insights: users appreciated having both the globe and list views for browsing, found randomization unhelpful for decision-making, and were drawn to engaging visuals like photos and videos. They used geographic location as a relatable entry point and preferred discovering campaign details gradually. The interactive spinning globe was also perceived as fun and engaging.