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UNICEF

Design Strategy, mobile, social impact, user research, ux design
Reimagining a classic fundraiser on mobile

Reimagining a classic fundraiser on mobile

Trick-or-Treat for UNICEF
Mobile App Concept

challenge

challenge

The Trick-or-Treat for UNICEF model — a cardboard box for kids to raise money in on Halloween — hasn't changed in years.

Though still very successful, the campaign's leadership imagined there may be an opportunity to better streamline and scale the fundraising campaign using mobile technology, and presented this issue to participants at the 2013 Chime for Change Hackathon hosted at Twitter.

research

research

In addition to expert secondary research to identify business goals, we also spoke with some users of the traditional cardboard box method to understand what the interaction while trick-or-treating is like.

Key takeaways from this interview-based mini research process included a better understanding of what the actual interaction of knocking on someone's door and handing them a phone would be like. Writing this as a storyboard (above) helped distill the key interactions for the app interface design.

Another key takeaway involved the realization that potential donors in this system might not feel comfortable donating on the spot, but might still be interested in donating later when they have more time, and engaging with UNICEF in other ways (like their email list). This led us to the pledge-based model, hopefully creating enough incentive (read: guilt) to actually give the committed amount (worrying about entering credit card details without trick-or-treaters standing waiting) and including an option for potential donors to decide on an amount later.

We also heard insights that led us to how to best optimize the experience knowing that there were children involved (and therefore privacy issues with them owning online accounts, and the likelihood that they don't own their own smartphone, leading us to decide to create a group-based model).

solution

solution

Our solution was a mobile-optimized web app for parents' smartphones. Our insights from our research and design process drove this pledge-based model rather than the client's previously hypothesized credit-card-details-entering system which we thought — based on our research — would take too long for excited costumed kids and likely feel so sketchy as to be a barrier to potential donors.
Click here to see the full clickthrough prototype.

(Note: The visuals were done in a very short hackathon and copied from UNICEF's "TOT4UNICEF" brand library; a final design if handed off to the client would be much more polished.)

team / role

team / role

I worked with two awesome developers I met at the hackathon, and was personally solely responsible for design and UX.