Golden Heart Fund
UX + Design Direction
THE
CHALLENGE
78% of retired NFL players go bankrupt within two years of their last game, due to financial stress and medical problems. The San Francisco 49ers needed a custom branded donation solution that offered high conversion capabilities and highly secure processing for daily transactions. Also custom data capture and reporting for anonymous and high dollar transactions.
THE
PROCESS
For this solution, we worked directly with the 49ers Board members to define the needs and customer journey. There was a major need for the user to be able to complete this experience on the go and with the least friction as possible. While also capturing all the necessary personal information. The personal information captured had to be presented in a way that the pro athletes and the high wealth donors would not feel they were giving up any privacy. We did extensive user research on the drop off trigger for this person. We ensured during the wireframing process we captured and thought out all of the details and privacy concern the board members repeatedly talked about. During the prototyping and testing phase, we sought out a targeted range of user demographics to prove the interaction we had designed would be a good fit. During usability testing with the target demographic. The slider interaction really struck a chord. This was a huge win for the team and first of its kind user experience in the donation industry. Based on the research and testing, Our team also suggested the best flow of user data capture that would lead to recurring donations. The design was focused on seamlessly integrating into the existing website and brand DNA.
THE
RESULTS
This solution was a first of its kind in the NFL and donation industries respectively. Resulting in a 67% conversion rate, rave reviews about the user-friendly experience and how the design continuity reinforced the secure checkout system.