venmo case study final
TRANSCRIPT
To create a donation feature that seamlessly integrates with Venmo’s existing mobile payment platform
UXDI Design Team
Erika Scott | [email protected] | /in/emshama
Kelli Vanover | [email protected] | /in/kellinicholevanover
Shaun Burley | [email protected]
Goal:
Venmo Donation FeatureTaking a closer look:
Sitemap: Payflow region
Friends feed
Global feed
Personal feed
New transaction
Search users
User profile pages
Menu
Donationpay flow
Friends
Sitemap: Causes region
Pay or Request flow
Past donations
Causes settings
Settings Causes
More info
Supporters’ profile pages
Campaign profile pages
Venmo App Map
Case Study Final Product ConclusionsIntroduction
Table of Contents
1) Introduction2) Case Study: Guerrilla User Testing3) Final Product with Screen Annotations4) Conclusions
User Persona Creation
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Introduction Case Study Final Product Conclusions
Introduction
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Hello! Thank you for taking interest in our Venmo donation feature design process. Allow us to introduce the project by explaining a bit about what steps we took to complete our design process. Our user research phase consisted of an initial survey, interviews, and contextual inquiry, which led to persona development. We also performed comparative analyses of 8 top donation platforms investigating layout and processes, which included an analysis of Venmo’s current donation feature. We then created an app map of the current Venmo app structure and user flow processes—adding our new donation feature to the existing steps in order to ensure we worked within Venmo’s current structure and did not add unnecessary complexity to user’s existing flow through the app. After our re-search was complete, we began wireframing our ideas around page layout based on inspiration from the comparative analyses and user testing of Venmo’s current layout. We then iterated our design based on user feedback, settling on a layout and flow that was in sync with Venmo’s current design, as it was proved integral to Venmo’s success that familiarity and trust remain central within each process. Finally, we solidified the design, put it into a working prototype, and presented the results to our class.
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Classmates donating to our cause through Ven-mo.
Donations being collect-ed through Venmo ac-count of team member
Our team with the re-cipients of the dona-tion--Charles and Ti-na--received 2 unlimited weekly metro cards and money for dinner for 2 per their request
Using social media and indicator stickers to promote the campaign to others in our class and hopefully beyond
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Introduction Case Study Final Product Conclusions
Case Study: Guerrilla User Testing
In order to really get to know our users beyond our initial survey and interviews surrounding their individual spending habits, donation motivations, platforms used, and other socially influenced be-haviors--our team decided to put our users to the test--literally--through a guerilla user test scenario developed to determine if the results of our user research were directly in line with our user’s actual behaviors.
On a snowy morning in January-- a call to action was put out to our class via Slack, asking individuals to donate money in order to purchase something to keep a local homeless man warm. Users had until 5pm that night to donate, and were asked to Venmo the money to our team or provide cash. The request was intentionally a vague one in order to measure a number of things: 1) how much would people donate without a suggested amount given, 2) would individuals be influenced or pressured by their social circle to donate, 3) would the reason for donation, method of donation, and the recipient of the donation influence an individual’s donation habits, and 4) would word of the donation request reach the other classes organically through word of mouth, social media, and “indicator stickers” given to those who had made a donation.
After the initial call to action, no other mention of the fundraising effort was made throughout the day. The donations from individual leaders in the class came at the beginning of the day--setting the stage for the initial influence on the other classes to donate. Donations were received well past the dead-line--totaling $83.00 from 12 individuals.
Results:•strong influencers are crucial to the success of the campaign•individuls were more inclined to give if others in their project group had done so--it was an all or noth-ing situation in most cases•users prefer to have a suggested amount listed, but do give more without that suggestion•word of mouth is less successful for donation-based campaigns, as our study shows people are not inclined to “brag” about donating--but they were very receptive to an “indicator badge”•trust played a large role in the donation results--those who were close with the team were more likely to give than those who were not, regardless of what the money resulted in •additionally, the request to use Venmo showed that a majority of those who donated did trust Venmo with their financial information•most people used Venmo--around 90%--as it has become the way to pay in our class through ease and WOM•those who donated cash were restricted by the amount of cash in their wallets--meaning they either gave significantly less or were less inclined to donate because they would not receive change•individuals who donated were extremely satisified with the outcome--and took personal pride in the result
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Final Product
Venmo payout/request form remains unchanged from original
Donation request slides up prompting users to round up change depen-dent on transaction type
Ability to skip donation one time--must edit set-tings to disable
Totals shown: pay to individual total, donation to campaign, and total transaction amount
Retain confirmation tap to make payment
Are able to see the trans-action in seperate sta-tuses within the various feeds
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Case Study Final Product ConclusionsIntroduction
Causes section within menu
Causes main page: ability to search specific campaigns,
select interests which determine campaigns that pop up,
and hide each section once completed,
as well as visit individual campaign pages that ap-pear in suggested results
The individual campaign page
retains a traditional menu bar like an individual person would, and allows the user to donate direct-ly, “friend “ the campaign ensuring that campaign will pop up, and provide more information about the campaign’s specific goals and the organiza-tion as a whole.
It also has a status bar de-tailing how much of the campaign goal has been met thus far
The campaign feed shows all donation activ-ity from Venmo support-ers
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Working Prototype
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Case Study Final Product ConclusionsIntroduction
Conclusions
Conducting user research and usability testing for this added feature brought to light some questions various users experienced while using the current app, which we thought would be of interest to your team:
•the decimal point during payment ($5.00 vs $500) “Wow, that’s scary!”
•difficulty finding a person based on their handle; required looking through multiple users of the same name to find friend. •feels like Twitter but without all the things Twitter can do (#hashtag to find past payments)
•if a user is tagged to a payment, they receive notification, but can’t view the tagged post unless friends with tagger.
•users get notified that payment was received, but it’s not on personal notifications page •”cash out button is too small and feels tricky”
•”V” Venmo badge that everyone seems to have--unsure of purpose?
•disruptive flow-- not enough “back” buttons •many features are hidden: the ability to edit a transaction amount or who you’re sending it to before confirming, the ability to search nearby and swiping left to see it.
Summary:
There’s a disconnect between seasoned users and new users. We understand that WOM and peer pressure to start using Venmo are how the brand travels--and it is quite effective--but it is not enough to retain users that may be struggling to initially find their footing on Venmo. The trust that a user plac-es in Venmo is crucial to Venmo’s continued success and future growth opportunities.
If Venmo wants to increase their user base, which needs to happen in order to get businesses on board to accept Venmo and therefore create a revenue stream, as usability experts we recommend that these issues be addressed.
And we’d be happy to tackle them for you. Thank you for your consideration!