Kiva
Team: Meg Gloudemans (Senior Product Designer), Eric Jensen (Software Engineer), Jason Eyler (Head of Product)
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Problem
As a micro-finance nonprofit, the power of Kiva comes from it's lenders. However, lenders can take months and even years to make a second loan. How can a in-app experience retain and engage new mobile users who have previously made a single loan on Kiva web?
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Goals
Business: Increase second loans through an in-app experience.
Product: Create a user experience that encourages lenders utilizing the new Kiva style guide.
Challenges and Limitations
This project was done in two weeks making it difficult to get new user research and testing. The team assumed that the focus should be on an experience after the app opens. Long term, the idea is to collect insights about who our mobile users are or could be, and how to drive adoption.
Brain Storming
Initial Brainstorming
Based on the data we began to explore ways in which users could be engaged through celebrating the loan they already made, providing more information and asking for another action. After discussing the various flows with the stakeholders we felt that a celebratory approach was the strongest.
Initial flows from discussions with stakeholders 🧠
With the flow decided, we focused on thinking through what a 'celebration' could look like. How might we make returning lenders feel appreciated with a small commemoration? From initial feedback sessions we came up with three top contenders: A map, utilizing a borrower photo and a piggy bank animation.
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Top three contenders to present to stakeholders 🏆
After presenting and discussing these initial ideas to the product and engineering stakeholders, we decided to continue with a map route. With a direction in mind, we began to try different ways to bring in Kiva's new brand and style into the design.
First Iteration
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First round of designs shown to Product team 🎉
The team enjoyed the use of Kiva's colors and illustration style. It was mentioned that previous user research has shown that Kiva's users really resonate with borrowers images, making it a critical component of the design. Furthermore, the team felt that the circle wasn't big enough to convey the map and could frustrate users.
Second Iteration
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Second round of iterations shown to product team 🎊
Due to the photography cropping service Kiva uses, it was mentioned that the square images might work better to accommodate borrower photographs. Furthermore, the name of the user should be added and the sparkles should be omitted as it distracts from the information.
Possible animations and interactions 🎈
These animations are too busy, and a slow pan of the map or a subtle borrower photo animation will be suited better. Furthermore, there isn't band-with to include social sharing in V1 but definitely has promise long term.
Final Design - How it Works
The new flow
Kiva users who have made a loan on kiva.org will now be onboarded through an updated flow. The user will download the app, log in and be shown a celebration screen. The user will then have the option to join 'Monthly Good', a loan subscription service or skip and be taken to the portfolio page.
A personal celebration
Users will now be shown a screen which celebrates their previous loan in order to encourage a second loan. The map and borrower photo give a the user a visual reminder of who and where their first loan is helping. In addition, the copy will remind users of their previous loan and give them a status update.
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Adding a subscription upsell
From the celebratory screen the user will be taken to the Monthly Good upsell. Our hypothesis is that by being reminded of their impact in the previous screen, a returning user will feel more inclined to sign up to the subscription service.
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User Testing
User testing and data collection will occur live once this celebration screen and new flow is built. I am looking forward in seeing the data and continue to iterate on this celebratory experience for our users.
Conclusion
I believe that our hypothesis in creating a celebratory moment will encourage users to make a second loan. It will be interesting to see if users will be more motivated to join the Monthly Good subscription service or simply chose a second loan themselves.
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