LaunchGood - Analytics Dashboard
Overview
LaunchGood is a crowdfunding platform created for the global Muslim community to serve people from all different backgrounds. Users can start personal campaigns of their own or for organizations to raise funds for a those in need.
Project: Profile and Campaign Analytics Dashboard (Volunteer Project)
Role: UX Designer and Researcher
Date: November 2020 - December 2020
Problem
Campaign managers don’t have a centralized location to view overall metrics. Viewing this information would help them reach their campaign goals and develop better understanding of who their donors are.
They are currently limited to tracking online and offline donations and viewing the breakdown of funds via the insights page which isn’t always enough data for them to collect.
Research: User Interviews
I had some difficulty finding users for this case study. I was able to conduct a virtual interview with 3 participants. Two of which had experience crowdfunding projects. One had no experience but provided feedback from a data analysts perspective.
* I couldn’t get access to enough users or the right target audience to get accurate testing results. The rest of my findings come from the competitive analysis and other research.
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“…I think it [insights page] can have more data on the page — maybe something like social media breakdown or donor engagement”
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“As a data analyst, I use dashboard like interfaces quite often. If I were a campaign manager, it would be essential for me to have a centralized location of my metrics such as campaigns and donors. That way over a period of time I can understand the data and find any patterns.”
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“Knowing traffic source would be great! Is Facebook getting me the most traffic or Instagram? If I have that information, I can share my campaign more on certain platforms.”
Research: Competitive Analysis
Out of the 3 crowdfunding platforms, Givebutter has the most advanced analytical tools for tracking campaign metrics, this helps campaign coordinators better understand and visualize their campaign. However, through this research, I didn’t find donor metrics such as returning donors or donor location in any of these platforms.
Ideation: User Persona
I crafted User Personas inspired by the 3 participants feedback and the research I found from the competitive analysis. The personas helped me reference back to the original goal and pain points of users throughout the design process.
Ideation: User Flow
The ideal user flow takes you through the decisions a campaign manager would have to make when they need to promote campaigns that are ending soon and strategize to meet the end goal amount.
Prototype
Home Dashboard
When a campaign manager signs into their account, they arrive to the Home Dashboard. This is where they can get an “at a glance” overview of all of their campaigns and donor information.
The Dashboard also provides a way for them to view live activity of donors, an interactive map of all donors, social media traffic source, campaigns that are ending soon, and timeline of funding over a period of time.
Campaign Analytics Dashboard
The Analytics Dashboard can be accessed by clicking a campaign that is ending soon on the Home Dashboard or through the Campaigns tab at the top. This allows users to quickly view campaigns that need attention.
Social Media Posting
Promoting campaigns to social media helps campaign managers reach more people. They can analyze the data and see which platform needs more advertising.
Campaign Funding Amount Timeline
Campaign managers are able to hover over the timeline to get the number of donors and total amount funded at that time. They can select the filter chips on top of the card to change their view.
Re-Design of Current Features
Campaign Funds Breakdown
Current Funds Breakdown
Funds breakdown was a feature that already existed in LaunchGood. The expandable and collapsible tables may work better for a report center. Having a visual representation of the information helps users quickly absorb the information better.
Online and Offline Donations
Current Online and Offline graph
The funding amount graph is also a feature that was already in LaunchGood. This re-design allows users to filter their graph data to their liking with the Funding amount timeline controls.
Validation
I set up a zoom meeting online with each user again to have them test the prototype. They were able to access it through a link that Adobe XD provides for testing. There was a lot of positive feedback when users would arrive to the home dashboard page. They liked the fact that it provided an overview of everything. Some users even suggested being able to rearrange the cards around the dashboard. One user felt slightly overwhelmed with all the data and would like an option to see certain information.
We ran through the task of promoting a campaign that is ending soon. All the users were able to successfully select a campaign from the home page, view the analytics and promote from the campaign’s analytics dashboard page. 2 of the 3 users were able to immediately recognize that you can also promote from the home dashboard after they had done it from the campaign page.
The overall feedback was great. The users really enjoyed seeing the design based off of the feedback they originally provided. They would love to see something like this in production for when they use crowdfunding tools.
Responsive Design
Reflection
This was an exciting volunteer project to work on, as I am regularly donating to campaigns on the platform. Through my research, I was able to explore more of what goes into managing a campaign. It was interesting to look at what strategies can be used to make sure the goal amount is met and what tools could potentially help campaign managers successfully raise funds.
I learned that it’s important to spend time and create a plan of how to recruit users to interview and test the product. By coming up with a well thought out plan, I might have been able to reach more people. Even though I wasn’t able to contact campaign organizers/managers that used LaunchGood, I’m very grateful to work with the participants from this case study. They were able to shed more light on issues from a different perspective.
Whether you’re a donor, a receiver or a campaign manager, LaunchGood aims to come together and help the people in our global community achieve their goals.
