Overview
Medito, a free, charitable meditation app alternative to Calm and Headspace, faced a critical challenge: simplifying the donation process to encourage more users to support the app through contributions. By offering a straightforward and secure donation flow, Medito aimed to increase its funding to maintain and expand its offerings.
The Challenge
Potential donors were discouraged by a complex donation process, similar to the dilemma faced when attempting to contribute to charities, where excessive information requirements often lead to abandonment. This issue threatened Medito’s ability to secure essential funds for operation and growth.
Strategic Approach
To tackle this challenge, I embarked on a comprehensive project that involved:
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Competitor Audit: I analysed best practices among non-profit organisations, focusing on their donation processes, the clarity of their giving cases, and the user journey in making contributions.
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Stakeholder Interviews: Collaborating with Medito’s Fundraising Manager, we defined the project's success vision and aligned on needs based on insights from the competitor audit.
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Qualitative User Research: Feedback from social media and direct communications provided valuable insights into user preferences and pain points.
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Technical Feasibility: Discussions with Medito’s Mobile Developers revealed limitations within the Google in-App purchase flow, such as the inability to enter custom donation amounts.
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Inspiration and Concepts: Exploring Dribbble and other apps for innovative ideas broadened my perspective.
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Quantitative User Research: Analysis of data from Google Analytics and Stripe from Medito’s previous donation flow offered further insights to inform our strategy.
Solution
The core of our solution was a simplified, reassuring donation flow, integrating Google Pay to streamline the process and gathering email addresses in a GDPR-compliant manner for future donation appeals. This approach aimed to reduce friction and encourage more users to donate.
Results
Post-implementation, Medito experienced a significant positive impact on its donation metrics:
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Average Spend per Customer: Increased to $12.
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Monthly Recurring Revenue (MRR): Saw a 13% increase.
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Change in Successful Transactions: Grew by 39%.
Conclusion
The project’s success underscored the importance of understanding user needs and technical limitations in crafting a user-friendly donation experience. By focusing on simplifying the donation process and ensuring a seamless flow, we not only enhanced user satisfaction but also significantly boosted Medito’s financial support, enabling the continuation and expansion of its valuable service. This case study highlights my ability to integrate user-centered design with technical realities to achieve tangible business outcomes, demonstrating my potential as a valuable asset to any team focused on enhancing user experience and engagement.