Shopee Donations
Background & Objectives
Shopee Donations are a series of products launched in Indonesia, Malaysia, Thailand and Vietnam. They were initially developed together with other Digital Purchase features such as mobile Top Up and Data Roaming, thus adopted a more generic design style. However, after further research, we realised the special nature of donation products, and decided to implement a design upgrade to all donation products in order to increase our users’ willingness to donate through Shopee.
Role & Responsibilities
2020-2021 Lead Designer
- Provide design solutions for 10 individual donation products across 4 markets
- Formulate design strategy to balance localisation and cohesiveness across all donation products
- Coordinating a team of 2 designers to ensure the delivery and quality of the final design solution
Design Research
One of the key design challenges we face when designing donation products is to understand the cultural background for each individual product.User interviews were conducted with 1-2 donors for each donation type, including Muslims and non-religious donors, to understand their motives and process of making a donation in the past. Detailed studies are also compiled to understand the key characteristics of each donation type. This laid the ground for us to systematically summarise the design strategies for all donation products as a whole.
Design Strategy
After consolidating all the research findings, I summarised the key aspects that can be considered for all types of donation products: religion, purpose, time and community. A design strategy is formulated for each aspect to drive the act of donation:
- Religion - provide a sacred experience
- Time - use time & target as incentives
- Community - leverage on sharing certification
- Purpose - specialise for different purposes
Provide a Sacred Experience
For Muslim donations, instead of letting users select the products immediately, a header image with special color schemes is displayed first to let users understand what this donation is about and create a sacred atmosphere. According to the insights gotten from the user interviews, a quote from Quran is introduced before payment to increase the sense of ceremony.
Use Time and Target as Incentives
For time-sensitive donations, displaying the time left can help to create a sense of urgency. Displaying the total fund raised within the time range, together with the top donors information, can increase the credibility of products and utilise people’s mental tendency to follow what others are doing.
Leverage on Community
Providing a certificate enhances donors’ sense of satisfaction and achievement. It can also become a good incentive for users to donate more. Based on the learnings from the user research, peer recommendation is the most common way for people to learn about donation opportunities. Convenient sharing feature in the certificate page helps to increase exposure and leverage on the power of the donors’ community to spread the message.
Purpose Driven
Considering the unique nature of each type of donation in each market, the homepage of the donation products are specially designed to cater to different religions, purposes, procedures. The most relevant information for each donation type are always displayed upfront following users’ mental model to drive conversion and facilitate decision making.
Performance Evaluation
After the launch of the UI upgrade:
- The overall GMV for Qurban, Zakat Fitrah, and Wakaf increased over 40% comparing to last year.
- The performance of donation in Vietnam and Thailand increased over 15% after 1 month.
The overall increase in performance is a collaborative effort from business, marketing and product, but we are confident that our design interventions contributed greatly to the final result.
