Fundraising Website for Robinhood.Store

Duygu Kaban
4 min readJan 30, 2020


The Hack Show Winner

Towards the end of Ironhack UX/UI design boot camp, all of us were challenged to redesign a digital product for an existed business as our final project. It is time to showcase all the learnings that we invested during the course. Ironhack’s learning platform says “Use the tools you feel will describe your project better.” We did so!

Robinhood store is a social and environmental activist start-up, which wants to compete with convenient bio-supermarket chains. It needs a fundraising page to raise capital to launch their online shop.

The project with a real stakeholder: understand the business needs and develop a meaningful solution

Duration: 2 weeks, work with a fellow student my dear June Calderón Ortega

Process: Kanban, Miro, Figma, Sketch, Principle


UX Design — Design Thinking

  • Existing Site Analysis
  • Stakeholder Interview
  • Lean Survey UX / User Interview
  • Affinity Map
  • User Persona / User Journey
  • Mind Map
  • MoSCoW Method
  • Competitor Analysis
  • Site Map
  • Mood Board / Brand Attributes
  • Infographic Design
  • Ideation/ Low Fi Wireframes
  • Lots of Testing / Mid Fi Wireframes
  • MVP / High Fi Prototype

Step 1 Research

At the very beginning, we have invited the stakeholder to our office to have a conversation and understand his needs and gain a deeper understanding of the business. We outlined the interview questions with the help of another team. Our job is to bring all the different strings and find the midpoint with a meaningful solution.

UX Lean Canvas

After having the interview with the stakeholder, we also need the input of the users. We set the target audience and with the help of the UX Lean Canvas, we created the survey questions to understand the donation behaviors. Not only the survey, but we have also conducted some interviews with possible users.

Affinity Diagram

Affinity Diagram

After the user research and stakeholder communication, we have collected a lot of information. With the help of the Affinity Diagram method, we clustered this information in 3 levels. In the end, we found the “How Might We…” question.

How Might We…?

Step 2 Ideation

User Persona

Accordingly, we have created the persona: Anna. Our research about the donation behavior showed that donation is not the first intention. For donation, there is a massive need for building trust and understand the cause, share the same values and while doing that, the business has to be transparent.


Site Map

To make how the donation works for Robinhood, we made FAQ (Frequently Asked Questions) as visible as possible. We inserted it on the menu, which usually located on the footer.

Site Map of Robinhood
Low-Fi Wireframes

Low-Fi & Mid-Fi Wireframes

We started sketching the initial ideas first on paper for the early testings. That saved us a lot of time for late-stage iterations.

The user research gave us the insights that we first need to showcase Robinhood’s vision in a campaign setting and tell the story of Robinhood by numbers.

We decided to leave the landing page for the campaign and the infographic.

Step 3 Design

Mood Board

Robinhood is a business with a huge social consciousness. It is environmental, social, inviting and optimistic. It wants to change something for the good.

Moodboard with Brand Attributes


Pages of the Robinhood Store Donation Website
Infographic about how the donation comes and where does it go.

The challenge was to create the facts from a vision and engage with the users. We improved the on-site purchase and show the achievements, milestones of the Robinhood store visibly. We encouraged the stakeholder to offer back something to the community by introducing the membership cards.

Thanks to usability tests and feedbacks and continue trusting the process we found many improvements to make to our initial designs, and also plenty of additional features that could be developed in future iterations. This is only an MVP! There is a lot more to discover!

Our design proposal for with which we won the UX/UI Design Hackshow at Ironhack, Berlin in 2019 December.



Duygu Kaban

I am a UX/UI designer. I love my doggie (Cora) and enjoy teaching during my free time. I am also a mediocre skater in summer. 🏰