Case Study

Give for Good
Round Up

Date
May 2022

Client
Domino's Pizza Enterprise Charity 'Give for Good'

Roles
UX Research
Interface Design
Prototyping
AB Testing

Overview

Overview

Give for Good helps fund organisations many Australian’s rely on and was tracking to see a decline in roundups to the tune of 40% of their weekly income. I was able to help, stop the decline by creating a 3 Phase approach, that through AB Testing provided a long term solution for the growth and longevity of the charity.

The Challenge

Due to the many organisations that the charity helps to fund, I devised a list of the main goals requiring a solution and prioritised them in order of urgency.

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.

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

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

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

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.

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

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

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

The Solution

Since moving to NextGen (new online ordering system), customers were no longer aware of who their donations were helping due to the removal of our partner logos. 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 with our customers and there would be a higher chance that they would round up their orders.


It was decided that a quick solution would be used initially as the charity did not have time for lengthy periods of development and testing. So a 3-phased approach was created, whereby the 1st step was to draw more attention to the Round Up section of the checkout flow.

Before vs After

Phase 1

Using the current NextGen screens we had in Sketch as well as the previous design from Classic, I was able to quickly produce multiple variants, reintroducing the partner logos, as well as using 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 into development before testing using VWO.

Results showed that donations increased dramatically, stopping the weekly drop in donations and reinforcing the hypothesis that a more Human Centred Design approach (though less obvious) was more beneficial to the existing design.

Phase 1

Using the current NextGen screens we had in Sketch as well as the previous design from Classic, I was able to quickly produce multiple variants, reintroducing the partner logos, as well as using 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 into development before testing using VWO.

Results showed that donations increased dramatically, stopping the weekly drop in donations and reinforcing the hypothesis that a more Human Centred Design approach (though less obvious) was more beneficial to the existing design.

Phase 2-3

With a main focus of creating a deeper connection with customers, I was able to create 4 new concepts for testing.

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.

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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