Case Study

Murphy's Whiskey
Online Store

Murphy's Whiskey
Online Store

Date
Jan 2023

Client
Personal Project

Roles
UX Research
Interface Design
Prototyping
Branding

Overview

Overview

Domino’s charity, Give for Good, was tracking to see a decline in roundups to the tune of 40% of their weekly income. Naturally this is a significant concern as Give for Good helps fund organisations many Australian’s rely on. Domino’s was also in the process of migrating from existing online ordering platform (Classic) to the new online ordering platform (NextGen) which added another layer of complexity to the job.

Domino’s charity, Give for Good, was tracking to see a decline in roundups to the tune of 40% of their weekly income. Naturally this is a significant concern as Give for Good helps fund organisations many Australian’s rely on. Domino’s was also in the process of migrating from existing online ordering platform (Classic) to the new online ordering platform (NextGen) which added another layer of complexity to the job.


The challenge lay in creating a solution that would help stop the decline in roundups and return it to it's former donation amounts, better yet increase it. I was able to create a 3 Phase approach that through AB Testing provides a long term solution for the growth and longevity of the charity.

The challenge lay in creating a solution that would help stop the decline in roundups and return it to it's former donation amounts, better yet increase it.
I was able to create a 3 Phase approach that through AB Testing provides a long term solution for the growth and longevity of the charity.

The challenge lay in creating a solution that would help stop the decline in roundups and return it to it's former donation amounts, better yet increase it. I was able to create a 3 Phase approach that through AB Testing provides a long term solution for the growth and longevity of the charity.

NextGen rollout was increasing but donations were decreasing at the same time.

Rising inflation and cost of living was also believed to be playing a large role in decreasing donations.

The Challenge

Having been approached directly by the head of the Give for Good charity, I was already made aware of the issues they were facing. Due to the many organisations that the charity helps to fund, I needed to devise a list of the main goals requiring a solution as efficiently as possible.

1. Stop the weekly decline in roundup donations.
2. Aim to drive those donations back up to their original figures, if not, exceed those numbers.
3. Focus on the longterm planning of Round Up across all of the NextGen platforms - Web and App.

The Solution

I had previously been working on a redesign of the Give for Good Round Up experience as a side project, so my main concern and reason for doing this had always been that since moving to NextGen, customers were no longer aware of who their donations were helping as the partner charity logos had been removed. As well as this, I felt that by providing only text for our customers, as opposed to a visual prompt, we were creating a less inclusive experience which could also be contributing. I hypothesised that if we took a more Human Centred Design approach and reminded our customers of who their donations would be helping, it would allow us to connect

The Solution

I had previously been working on a redesign of the Give for Good Round Up experience as a side project, so my main concern and reason for doing this had always been that since moving to NextGen, customers were no longer aware of who their donations were helping as the partner charity logos had been removed. As well as this, I felt that by providing only text for our customers, as opposed to a visual prompt, we were creating a less inclusive experience which could also be contributing. I hypothesised that if we took a more Human Centred Design approach and reminded our customers of who their donations would be helping, it would allow us to connect

Results

By the end of the second phase, we saw an almost .4% increase in Online Credit Card Donations with an increase of almost 10c for the average donation per order through web. This resulted in Give for Good’s weekly income increasing back to the level it was before the change to NextGen ensuring that commitments to charity partners could be met into the future. It also highlighted future opportunities to create a better CX experience for Give for Good customers and was the first step in working together and planning future projects. 

Reflection

The redesign of the Round Up feature had positive results, with all of our goals being completed, as well as my hypothesis being supported. The other main takeway was the relationship of donation decreases to inflation rises, and recognising that it is not always possible to provide a solution for all scenarios. Though donations did rise again, there was a clear pattern of rate rises = donation drops.


But by creating a 3-Phase approach, this would in turn help to create a long term solution moving forward for the charity that the likelihood of being able to adapt to a changing social consumer landscape was much more likely than just an immediate ‘quick fix’. 

Framer 2023

Amsterdam