Give for Good
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.
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.
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.
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'.