The Product
CharityBay constitutes an online marketplace designed to facilitate individuals and corporations in generating revenue through the sale of items or services, concurrently contributing to their chosen charitable causes by allocating a percentage from each transaction. The mission of CharityBay is to serve as a conduit bridging the gap between individuals and charitable organisations.
The Problem
CharityBay upholds the belief in a world where each individual possesses the capability to contribute towards positive change. Unfortunately, within Australia alone, more than 8.3 million individuals abstain from charitable contributions solely due to financial constraints. I have identified that both individual sellers and businesses aspiring to support charitable causes and effect social change encounter difficulties arising from the absence of streamlined processes and transparency in existing frameworks.
The Solution
In order to comprehend the dynamics of businesses' engagement with CharityBay, we conducted interviews with users, seeking insights into user behavior, needs, and pain points. Concurrently, we aimed to discern the reasons behind the abandonment of the online donation process and its prevalence. Our findings revealed that 85% of surveyed businesses cited social impact as the primary motivator for their contributions to charitable organizations. Additionally, 50% expressed concerns about the lack of transparency in the donation process, with an additional 20% identifying cost as a limiting factor.
In response to these findings, I enhanced the overall customer journey experience, aiming to mitigate seller drop-off rates by cultivating an empowering and engaging experience from initiation to conclusion. An integral aspect of this improvement involves elevating social proofing to the forefront, showcasing the success businesses have achieved by listing their products on CharityBay, thereby crucially enhancing the conversion rate.