Case Study

Give for Good
Round Up

Date
Jan 2023

Client
Personal Project

Date
Jan 2023 (1 week)

Client
Personal Project

Roles
UX Research
Interface Design
Prototyping
AB Testing

Overview

Overview

Born from a love of handcrafted, infused gins, Murphy's Gin is a personal project that explored the creation of not just an online product, but also an identity.

The Challenge

Having only a user profile and product as a prompt as a starting point, there were multiple requirements beyond just creating an online experience that allowed customers to order the product. With the ideal customer of Murphy's Gin being those looking for something new, not regular consumers of alcohol and not able to spend a high dollar amount on purchases, they were still looking for a quality product. Both the brand and online experience needed to convey this.

1. Find a point of difference for Murphy's Gin.
2. Create a brand identity for Murphy's Gin.
3. Create an online experience for customers to engage with.

Having only a user profile and product as a prompt as a starting point, there were multiple requirements beyond just creating an online experience that allowed customers to order the product. With the ideal customer of Murphy's Gin being those looking for something new, not regular consumers of alcohol and not able to spend a high dollar amount on purchases, they were still looking for a quality product. Both the brand and online experience needed to convey this.

1. Find a point of difference for Murphy's Gin.
2. Create a brand identity for Murphy's Gin.
3. Create an online experience for customers to engage with.

The Solution

Comparing current gin options on the market, as well as taking into account when people might enjoy cocktails or a new drink when they go out with friends, I found the one thing in common with the popular brands was that they were infused with other flavours. Being an Australian product, it is the perfect opportunity to promote the wealth of flavours our country has to offer. It also provides a great point of difference and is then able to keep costs lower due to not having to import ingredients from overseas.

Comparing current gin options on the market, as well as taking into account when people might enjoy cocktails or a new drink when they go out with friends, I found the one thing in common with the popular brands was that they were infused with other flavours. Being an Australian product, it is the perfect opportunity to promote the wealth of flavours our country has to offer. It also provides a great point of difference and is then able to keep costs lower due to not having to import ingredients from overseas.



Raise your glass and
Discover the Difference.

Raise your glass and
Discover the Difference.

Process

Being a project that required both UX and a brand identity, I focused first on the most important part which was HOW the customer would be not only discovering Murphy's Gin, but also purchasing the product. I did this by mapping out a basic user journey, before translating that into lo-fi wireframes.

Process

Being a project that required both UX and a brand identity, I focused first on the most important part which was HOW the customer would be not only discovering Murphy's Gin, but also purchasing the product. I did this by mapping out a basic user journey, before translating that into lo-fi wireframes.

After the initial wireframes I began mood boarding for the brand itself. This helped to create the look and feel of the logo, the brand colours as well as additional accents for the brand that helped to convey a 'upmarket' taste. I then applied these to a set of hi-fidelity wireframes.

Results

By the end of the second phase (approximately 3 weeks including development and testing), 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.

10c Average Donation Order Increase

10c Average Donation Order Increase

10c Average Donation Order Increase

.4% Increase in Online Credit Card Donations

.4% Increase in Online Credit Card Donations

.4% Increase in Online Credit Card Donations

Reflection

The redesign of the Round Up feature had positive results, with all of the goals being completed, as well as my hypothesis being supported. The other main takeaway was the relationship of donation decreases to inflation rises which we were able to track through weekly reports generated by the head of Give for Good. This meant 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 should help to create a long term solution for the charity that is adaptable to a changing consumer landscape beyond the 'quick fix'.



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