Give for Good
Domino's Pizza Enterprise Charity 'Give for Good'
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.
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.
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
and there would be a higher chance that customers would round up their orders.
This approach was a more radical shift, and would require lengthier development and testing, time that the charity did not have if we were to fix the immediate concern which was to stop the weekly decline in donations. So though this initial approach when pitched was well received, it was decided that I would create a quicker solution that focused more on what could be done with the current design. This in turn started the 3-phased approach, whereby the 1st step was to draw more attention to the Round Up section of the checkout flow.
Using the current NextGen screens we had in Sketch as well as the previous design from Classic, I was able to see that Classic previously displayed all partner logos, confirming my concerns when I spoke with Marketing and Give for Good to match timelines with when migration of the platforms had begun vs the drop in donations.
I quickly produced multiple variants in Sketch that reintroduced the partner logos, as well as used a de-emphasised blue to draw further attention to the Round Up section. I then provided these to our AB Test team who quickly put them development and testing.
Results showed that donations increased dramatically, reinforcing the hypothesis that a more Human Centred Design approach (though less obvious) was more beneficial to the current design.
A second stage of Phase 1 expanded on this, looking to see if it was the de-emphasised blue background that caused the increase or the introduction of the logos. So we tested a variant with just a blue background of the current design, as well as an updated variant with the partner logos without the blue background. The variant with the logos fared better and continued to drive donations for the charity, supporting the hypothesis.
Before vs After
I used Phase 1's variant as the new base and combined elements from the design concepts I had previously produced. I also looked at alternate methods of introducing the Round Up feature to our customers, beyond just the checkout post payment selection.
Focusing on creating a deeper connection with our customers that helped them understand even further who their donations help, as well as providing a visual cue for those who may not be linguistically proficient.
Variant 1 - In Flow Banner
I was able to expand upon the variant from Phase one by introducing a visual banner, drawing more attention and breaking up the card component.
Variant 2 - Visual Modal Overlay Card
A more visual element was able to be used by creating a modal to be used as an overlay, triggered when the customer chooses their payment method, or if the option was possible, as soon as they arrive on the payment screen.
Variant 3 - Entire Screen Takeover
Like the above this would be triggered by the customers actions. Currently NextGen does not have the capabilities to round up prior to this, though it is something I had proposed as an option.
Variant 4 - In-Line Menu Product Card
Looking at an in-line menu card, the customer would have the option to add the Round Up feature the same way as a product - to their basket. This would then automatically update as their order does.
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.
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’.