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I designed and optimised the missed donations flow within The Smiths Family sponsor portal through harnessing qualitative interviews and quantitative testing methods.
I began with interviews and ticket analysis alongside the customer experience team to gain a broad understanding of the current problems and requirements facing missed payments. We identified that the main user pain point was frustration with needing to call customer support and as a result led to significant drop-offs in regular donations.
From the interview with the supporter experience team, we created a few key metrics to track as a measure of success for the project.
To address these painpoints, I extrapolated the customer support tickets and interviews into user stories to reframe these insights into actionable items for the userflow and wireframe.
I then created a userflow outlining the key screens and actions required for the missed donations flow while connecting the actions to the user stories to ensure all pain points are met through the flow. I then proceeded to create quick wireframes to act as a reference point for the prototype.
Drawing from our new Smith Family Design System, I proceeded to design and prototype the missed donations screen. With the intention of creating an unmoderated test with this prototype, I formatted the prototype into 3 set tasks. This allowed the test to be completed without requiring assistance through optimal workshop.
After double checking with the rest of the team that all the user needs were met, we then proceeded to test our designs using the optimal workshop heatmap feature to gain unbiased insights into how users interact with the prototype.
The missed donation feature has recently gone live and early signs of sponsor retention are encouraging. We have seen a 76% reduction in the percentage of calls to customer experience surrounding the topic of missed donations.
(Full data insights will be updated here once the timeframe has allowed for more reliable sets of data)