The Challenge

How might we design a charity — or a product— campaign and measure its effectiveness?

The Client

Google Merchandise Store (US and Canada regions). Check out their website

My Role

UX Researcher & Designer

Team

Solo project

Timeline

2 weeks

Goals

Design a campaign to support a charity purpose.
Help a company to understand its e-commerce analytics.
Confirm the results of analytics with usability tests.

Deliverables

UI (user interface) designed to match company branding.
Notes, learnings, and graphs from usability tests.
Recommendations of products to support charity fundraising.
Measures for evaluating campaign success.
Three interface variations for proposed designs based on observed metrics.

Discovery Phase

In order to get the big picture I collected data from Google Analytics regarding users and their behaviour on the website.

1. New users and bounce rate

Google Analytics (audience overview), showing the number of new users and the % of bounce rate.

3. Users’ aquisistion & conversions

Google Analytics interface showing Referrals channels as the best selling ones.

5. Users’ engagement

Google Analytics interface displaying information on users’ engagement (e.g., session duration, page views, etc.).

7. Best seller products

Google Analytics interface displaying information on the ten best seller products.

2. User’s landing pages

Google Analytics interface displaying most profitable landing pages’ for transactions.

4. Users’s geographical data ———–

Google Analytics interface showing that the majority of paying customers are located in the US.

6. Most used devices

Google Analytics interface on users’ acquisition, showing that the desktop is the best device for acquisition and sale.

Test

I first used the 5’ seconds test to understand what were the most important components and text for users landing on the site for the first time. Then I run a Guerilla test to validate the quantitative data collected previously.

5′ Seconds Test

Insights

All users remebered the carousel slider.
All users remebered only the bigger text.
All users remebered at least one corousel slide content.
All users realized they were in the Google merchindise store.

Guerrilla Test

Insights

All users could purchase the indicated product.
All users found the products using only one page.
Two users used the search function to find products.
Only one user used the navigation menu.

Guerrilla Test Graph

Guerrilla test results presented in a bar chart, displaying how users performed (e.g., task completion, time spent on task, #pages used, etc.).

Ideate + Prototype

I used pen and paper to come up with different ideas without the constraints of using a digital design tool.
Once I had some sketches about the interfaces for the campaign I put them in a digital format, using Adobe Xd.

Sketches For Charity Campaign

1. Campaign’s carousel Slide

Sketch 1 of carousel slide (homepage – desktop).

1.1 Campaign’s carousel slide

Sketch 2 of campaign’s carousel slide (homepage – desktop).

2. Apparel – men’s/ unisex page

3. Apparel – men’s/unisex page

Sketch 1 of Apparel – Men’s/Unisex page (mobile version).

Digital Interfaces For Charity Campaign

1. Campaign’s carousel slide

Campaign’s carousel slide (proposal 1) showing the products used to support the campaign.

1.2 Campaign’s carousel slide

Campaign’s carousel slide (proposal 3) showing a syrian woman in a refugee camp.

1.1 Campaign’s carousel slide

Carousel slide (proposal 2) showing Save the Children logo + a syrian woman in a refugee camp.

2. Apparel – men’s/unisex page

Supporting products page (Crewneck sweatshirt green, Zip Hoodie F/C, Blackcloud Zip Hoodie).

Test

To test the performance of the proposed interfaces, I thought about some metrics to check at the end of the campaign.

Metrics To measure Campaign Success

1

Number of visitors who clicked on the campaign

2

Number of visitors who came from referral channel

3

# of conversions (1st, 2nd and 3rd best seller)

At this point, the interfaces for the charity campaign were ready to be used and assessed. Additionally, the client had a presentation with Google Analytics tips to use for the next endeavours.

__Next Steps & Recommendations_ _

1. Launch the campaign to test its effectiviness.

2. Collect and organize data in a spreadsheet to compare the current campaign with the future ones.

3. Conduct Usability Tests on actual users to confirm analytics:

Guerrilla Tests may be used to confirm that users can accomplish main interactions with relation to our campaign
5’ seconds tests let us know where the users are paying more attention on our most profitable page/s

1. Google Analytics can be overwhelming with its multitude of data, making it difficult to choose the right indicators. Having a tailored guide for specific endeavors would be advisable.

2. For similar projects, use Google Analytics to:

identify the best seller products in the country you’re launching the campaign
identify the most profitable landing pages
know the most profitable channels
use demographic data to know your target audience
confirm most used device/s for your website
check high bounce rates, particularly from shopping cart, checkout process and most profitable landing pages

If you liked the project and you are planning any improvement for your website or if you would like to get in touch let’s connect on Linkedin! You can also send me a message through the button below.

Get in touch!

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