Context: The Crypto Challenge
Overflow, a generosity hub, was facing a roadblock. Even though we were helping donors navigate complex assets in the digital world, our crypto donation experience was stalled at a mere 5% completion rate. The process was clunky and involved several steps from logging in, selecting the crypto token, specifying donation amount, to filling out account details. This left us scratching our heads, wondering why this was happening when most of America's wealth is held in non-cash assets like stock, crypto, and real estate.
The Struggle: Getting to the Root
Our team, including Franck Xian (Product Manager), Daniel Kuh (UX/UI), Peter Koe, and Matt Dzwonczy (Development) started dissecting the problem. We soon realized that our Typeform-like user interface was causing friction. The numerous "NEXT" clicks and mandatory login were becoming deterrents. We suspected our crypto donors might not want to disclose so much information about themselves.
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Transformation: Creating Crypto 2.0
Armed with these insights, we embarked on a mission to redesign our donation process. The first step was to take login out of the equation and have donors choose the coin and quantity first. We aimed for a user experience similar to buying coins. We then relocated the login, giving donors the option to use their phone number instead of an email address. Lastly, we decided to cut down on the multiple pages and consolidate information collection.
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Results: A Donor-Friendly Experience
Our restructured donation process yielded astounding results. The completion time for the donation experience decreased by 55%, and we achieved a 75% end-to-end completion rate. The journey from identifying the problem to finding a solution was a testament to the power of user-focused UI/UX, research, and testing.
This project stands as a reminder that sometimes, simplifying processes can lead to extraordinary results.