Deeds App Case Study

My Role

This was an individual project done at the DevMountain UX cohort. Besides a few pieces of research I handled the entire process on my own. Due to the short timeline I only got to the wire framing stage of this project.

The Objective

The United States Holocaust Memorial Museum built an app to increase attendance and engagement at their museum. It failed. They gave my class the opportunity to build a new app. They were not looking for a simple re-design of their app they wanted to build something new and there end users were mainly 13–18 year olds (high schoolers) , teachers, and millennials. Awareness of the Holocaust and current events was low amoung this student demographic. The museum said the app doesn’t even have to relate to the museum they just wanted to be responsible for something inspires social action out of young Americans. Yes, it is a daunting task trying to get kids to care boring adult stuff that doesn’t affect their day to day lives. Now that we knew the scale and scope of the problem, user/market research began immediately.

Qualitative Research

Personas — Megan

I was just a toddler when 9/11 happened and even though I don’t remember the day first hand I still know much it affected our country. My whole life throughout school we were always introduced to programs and campaigns about anti-bullying , no drugs etc. We also had intense history lessons about the Holocaust but none of these things connected with me. When I entered the 9th grade my eyes opened to all bad things that go on in the world. One day I walked in the locker room and saw an innocent girl getting bullied by the more popular girls, When I was walking home from school one day I saw a group of kids making fun of a homeless man, and when I would watch the news with my parents I would hear about horrible things happening. This is when it hit me, my desire to see good in the world and make a difference. The positive social action programs and history classes never affected me but seeing it firsthand touched my heart. Now when I am on Snapchat, Twitter, or Facebook I try to share the bad things that are happening in the world hopefully I will make a difference by increasing the number of people seeing what’s going on. I don’t donate to charities or do service projects but I do have over 1,000 followers on each social media app and with the power of social media today I know I can make a difference somehow.


Collectively we interviewed around 8 individuals and but due to the time constraints we couldn’t interview the ideal people who fit our user persona. Our interviewees however, did fit the age demographic of our end user. Our goal was to discover if young people cared about the holocaust or even knew what it was, did they care about current world issues and why or why not, and how they found out about current issues in the world.


  • Teens use social media for news
  • Everybody knows what the holocaust was
  • Young people care about social justice

What we don’t know

  • Are they reading headlines or full stories

What we know now

  • Teens do use social media for news
  • They share posts on FB about current issues
  • They don’t care about current issues if they don’t directly affect their personal lives
  • In their minds, they aren’t jumping on a trend of sharing meaningful videos. They see it as if they’re comabting the bad things by sharing the information with everyone they know.

Competitive Analysis

There are many apps on the market that try to encourage users to donate, instead of analyzing hundreds of apps I chose the three that were the most similar to Deeds. Although I didn’t have time to track key metrics on these apps I got their value propositions, key features, and figured out who their primary users are.

Check-in for good Is like Foursquare with a humanitarian twist, Check-in for Good uses geo-targeted advertising to connect businesses and causes with willing individuals in order to raise money.

Charity Miles is an activity based donation app where users give donations based how many miles they bike or run. The ratio is 25 cents per mile for walkers & runners and 10 cents per mile for bikers. It’s good see that there is a space for activity based charity apps, Instead of exercise Deeds will encourage students to express themselves and put their creative side on full display. The value of activity based donation raising is users​

Donate a Photo Johnson & Johnson is using our relentless photo-sharing addiction and turning it into a fundraising app. For every photo you share through this app, the company donates $1 to your chosen cause. This is similar to Deeds because the user posting the content is not the primary donor.

Quantitative Research

Student Body Population

According to there are 405 public high schools in Utah. According to the Utah state board of education, school finance section, unpublished file prepared for use by CDC. Utah has a 654,565 projected student enrollment for 2017. These data points prove that there is a significant number of high schooler in Utah, market just large enough to successfully scale this app.

Utah Residents and Charity

68 percent of Utah residents donated $25 or more to charity, according to the corporation’s Volunteering and Civic Life in America report, which was generated using data from the U.S. Census Bureau and the U.S. Bureau of Labor Statistics. According to Wallethub Utah is #1 in the US in amount of residents who have made donations and #1 in community service time. Utah is also #49 in number of charities per capita which proves Utah residents find a way to donate even with limited resources. Using this data I know that if we can reach the parents of the students who will be using Deeds the chances of money going into charities dramatically increases. This raises the question, “How might me get the attention of the students parents and get them to donate?”

#LoveUTGiveUT Twitter results
LoveUTGiveUT Profile Page

Social Media Usage

Since I was going the direction of making a social app I thought it would be necessary to get some numbers on the current state of social media. Can social media spark good intentions? Have people successfully used social media to raise donation money? I found that 79% of US teens use Snapchat, 73% of US teens use Instagram, and according to Statista In May 2016 Snapchat had users gained 10 billion video views. I chose these two apps because Deeds is going to function as a social video/picture sharing app. While skimming through my Twitter one day I came across a hashtag called #LoveUTGiveUT. It is a Utah organization who promotes giving to charities the Tweet I saw said they had just passed $300,000 in just one day. I decided track the metrics of the hashtag #LoveUTGiveUT. Wow! I couldn’t believe this Utah based account with 2k followers reached over 500k users and gained over 1 million impressions with only 500 posts.

Metrics for the hashtag #LoveUTGiveUT on Twitter


User Journey Map

Card Sorting

Information Architecture/Site Mapping