Testing A New Value Proposition

This is my project for evaluating a new value proposition for DataDoesGood.

Background

Data Does Good was founded on the belief that digital fundraising has failed to reach its full potential. DataDoesGood wanted to find a way to help everyday people raise money for causes of their choice without having to write a check, volunteer their time, or change their behavior.

The Solution: DataDoesGood is a website which allows people to donate their Amazon shopping history, then the company sells that money to a market research company, and the user can donate $15 to any non-profit in the world.

My Role

I worked as a freelance designer for this project. My point of contact was Scott Steinberg, the CEO.

Challenge

Create Higher Excitement and Conversion with Users.

Before working with Scott, he had a fair amount of traction on the platform, though he was trying to figure out how to increase conversion and excitement.

He wanted to test a new value proposition. We evaluated how much the value proposition of “turn data into cash, you decide how much goes to charity” resonates with people and drives donations.

Overview

Platform: Web
Users: 20–30 years old with an inclination to donate to charity on UserTesting.com
Tools: Sketch, UserTesting.com, Invision

User Testing

In the user test, I tested their user experience along with their excitement, usability, and pain points. I compared and contrasted their thoughts with the original DataDoesGood homepage with the Invision prototype with the new value proposition. I had two groups of users in which I switched the order of the websites for one group to eliminate potential bias.

View Survey 1 here
View Survey 2 here

Here is the current DataDoesGood website.

New Value Proposition

Here’s the Invision Prototype Link.

Key Findings:

After carefully analyzing the feedback, it’s clear that the new value proposition is not an improvement over our current value proposition. In fact, users prefer the current value proposition ( donating all proceeds to charity) over the new value proposition (being able to keep some money for yourself).

  1. Out of all users tested, not one user demonstrated a strong monetary incentive. Users indicated they understood the new value proposition, but they didn’t show any excitement or interest towards gaining $15. In fact, users asked “Why is only $15 going towards charity?”.
  2. Users didn’t express any interest towards getting money. Most users were concerned about how much money DataDoesGood got in the process. The top question was “How much money does DataDoesGood get for the data? Do they benefit from this? And if so, do they get more than the charity?” Users said if DataDoesGood got more money than the charities or a really big chunk they would less likely to use the website.
  3. The biggest bottleneck to growth isn’t the value proposition. It is building trust for the users’ security and privacy. Users express security concerns about what informative is considered sensitive and what is encrypted, how it’s being shared with others, and how often is it going to be accessed by DDG. It’s necessary to provide details upfront in the “How It Works” and further information in the FAQ.
  4. Participants wanted to see testimonials from charities and press articles from non-profits instead to build a connection to DDG and understand where the money is going and “how legit this is”.

Link to view Key Findings and Recommendations

High-Priority Recommendations:

  1. Since participants are hesitant and doubtful to proceed until they know how much DataDoesGood makes, add a tagline/phrase for “finding out how much your shopping history is worth” and answer the question directly in the FAQ and including the amount during the donation process.
  2. Participants raised the question — why is only $15 being donated to charity and were skeptical of DDG taking a big cut of the money. We need to provide an explanation in the FAQ or in the “How It Works”. Another option is adding it to the video if that ever gets updated.
  3. The participants were more trusting towards the concept of the site after they saw the non-profit testimonials on the new value proposition Invision prototype. Since the current homepage did not have it, provide press and testimonials from charities and a section for charities who have benefited from DDG.
  4. User express security concerns about how their shopping history and information is used. To address this, we need to provide answers to questions such as “What information is considered sensitive and how is that protected?” “How is it encrypted?” Will DDG ever be using this information or viewing it?”