What makes this project unique?

• Opportunity to brainstorm bringing delight to customers

• Inclusion of an animated game element

• Designs supporting spending money on charity

The GroundSwell Card program allows non-profit organizations to appeal to donors with and without disposable income, crowd-sourcing micro donations that otherwise would have been absorbed by bank fees.

Problem

GroundSwell is a client that had to take a unique pivot to save the fidelity of their product.

Their users needed to see and get excited about the opportunity to enrich a charity instead of the usual banking industry.

Discovery

Goals

We have brainstormed novel solutions to the GroundSwell business case, as well as carefully revisited the business needs for this early phase of the startup’s development.

• Increase donor base,

• Educate donor base as to which actions are most beneficial to the nonprofit

• Imbue community with intrinsic motivation to continue to engage with and use GroundSwell to contribute to a nonprofit

• Convert GroundSwell users to GroundSwell program evangelists

• Deploy value-add marketing & communication channels to nonprofit partners, allowing the organizations to reach a new donor base

• Onboard new nonprofit organizations

Workshops

Designs

Wireframes

Realigning from a banking application into something more personal also means that the original design must be revised. The amount of information relating towards banking is deliberately reduced.

The focus of the new design gives more emphasis towards the delight and community reach of the application, while including simplified financial metrics.

Styleguide

Visual Designs

Game Element

After exploring the concept of delight, our team needed to focus our efforts on a tangible product. Our solution is the creation of a landscape that grows and attracts visitors through positive reinforcement. We wanted to show a variety of delightful animations that makes sense for animal or object.

Our task was to create programming logic for showing specific sequences of animations. Once a user reaches a milestone, the guest creature would visit the garden. Working with the development team, we developed a fixed variable reinforcement schedule which rewards users who completed a task recently, or continuously. This reinforcement schedule encourages the user to stay engaged with the application and using the card for purchases.

A compromise for the minimum viable product (MVP) was that we were not able to include a robust reinforcement model, but instead went with a “once complete, always complete” model. The advantage is that users will clearly understand what behavior gave this result and is less intimidating to early-adopting users.

Impact

Completing the MVP brought many benefits to our team and our stakeholders. As a company, GroundSwell is starting to reach a larger user base and generating revenue from this service. Users are providing valuable feedback which will guide the next iteration of the product.

Users are now able to contribute to a NPO with minimal disruption from their day-to-day life, thanks to the GroundSwell card.

NPOs are given a new revenue stream and media outreach platform. With wide-spread adoption of the GroundSwell app, organizations will have more resources to make the world a better place.