Shopee Donation
In 2021, we launched Shopee donation in Vietnam to help organisations gather funds for their causes. At the end of the project, we helped 80% of our partnered foundations reach target within 14 days on Shopee.
Product Designer, 2021
Due to non-disclosure agreements, some of the data has been purposely omitted.
Every dollar goes a long way.
Helping foundations reach out to a greater audience.
Our goal is to help users to donate to charities in need on Shopee.
Launched in Vietnam on Dec 2021.
We hear from the users themselves.
Together with our team in Vietnam, we carried out a 8 exploratory interviews to find out how Vietnamese users donate to people in need.
Users need to trust the foundation.
Trust is the building block and the biggest factor influencing users' motivation to donate.
Social circle is their biggest source of influence when it comes to donating.
Most users are influenced by their friends and family when deciding which organisation to donate to.
Emotion experience.
Users need to know and feel that their dollar is going a long way to help someone in need.
As a user, I want to donate to causes that I care about and I want to make sure the money I donated goes into helping the people in need.
We want to help users to make meaningful donations.
As the lead designer on this project, I planned and spearheaded the design initiatives which includes our internal design workshop, design alignment, and quick usability testings.
Internal workshop to align insights.
The PM and I sat down to sort our insights. We needed to know what were the low-hanging fruits for us to achieve.
Quick sketches.
This was a completely new project that I had to design from scratch. What I did first was to outline the skeleton by doing some basic sketches of what the user flow and visual direction would be like.
Testing our concepts with low-fidelity designs.
Once a test version was ready, I got the help of our local team in Vietnam to do a round of usability testing on the design with our users.
We failed the first testing, but optimised again and again.
During our usability testing, we found out that the design (following our existing e-commerce visual guideline) do not fulfil our Vietnamese users' needs. Users commented that the design feels robotic, mundane, and serious.
With our usability testing results, we optimised the test design to make the experience more heartfelt and emotional.
Design an emotional experience.
Design for the heart.
At Shopee Vietnam, we want our users to donate to help those in need. To achieve that, we need to speak to their hearts – not their minds. Only so, can we make a dollar go a long way.
A tap away from saving lives.
Our goal is to make donations easy. Don't fret about how much to donate. We give you a rough gauge and let you decide.
Create a ripple effect.
Users can share their donation activity with their social circle to raise awareness on the cause. With a few simple clicks, we are creating a ripple effect.
80% of foundations partnered reached their donation target within 14 days.
