Product Design for Corporate Engagement
Hunger continues to be an endless issue in the U.S., but Feeding America continues to work towards alleviating hunger for as many Americans as possible. However, Feeding America has limited resources and relies heavily on corporate partnerships to increase awareness and donations.
This solution was aimed towards a young millennial who wants to save money and do social good at the same time. This user shops both in person and online for groceries and necessary household items.
This experience includes 3 main stakeholders: Feeding America, a grocery store chain, and the user. The premise of this experience is that the user receives a one-time discount on their purchase if they are a member of the grocery store. The grocery store would sponsor these discounts in return of the memberships and donate this amount to Feeding America for a select period of time.
In short, here is a summary of stakeholder benefits:
User: $$ saved & satisfaction shopping at that store
Grocery Store: Increased membership sign-ups & social responsibility
Feeding America: More donations & awareness
5 E's of User Journey
High-fidelity on Figma
We first analyzed the Job-To-Be-Done that Feeding America representatives gave to us to understand our stakeholder's needs and expectations. After receiving clarification, we formed future narratives to form research questions for both our users and our stakeholders. We interviewed 7 millennial do-gooders, 2 grocery store workers, and 2 Feeding America representatives to ensure we considered all our stakeholders' needs. When interviewing the millennial do-gooders, we asked questions in regards to food insecurity has affected their lives and their motivations to donate to their charities and their experiences shopping in grocery stores. On the other hand, we interviewed grocery store workers to understand their efforts with charitable partnerships and who decides which charities the grocery store donates to. We interviewed Feeding America representatives to understand the constraints of the solution.
"When I donate, I want to make sure that [my donation] is actually making a difference." - Female, 24
"I only pay attention to signs in grocery stores if it helps me save money." - Male, 26
As a start, we used the Mash-Ups framework to brainstorm different concepts to address our problem statement. To diversify our ideas, we had different mash-ups among the 4 sections: people, business objectives, touchpoints, and digital interactions. Afterwards, we eliminated concepts based on our constraints or if there was not a big enough target market for it.
We conducted concept testing with 5 people to measure their first impressions, relevance to needs, likeliness to use, and overall importance for each concept. To quantify the feedback from our concept tests, we used a Likert scale from 1-10 (1 - least, 10 - most). With the insights from this synthesis, we created a concept storyboard against the 5 E's of the customer journey (Excitement, Entry, Engagement, Exit, and Extend).
Before creating any type of digital prototype, we created user stories to prioritize which key screens to prototype. After sketching these key screens against the 5 E's of the user journey again, we began creating low-fidelity wireframes and mockups on Figma. We conducted 2 rounds of task-based usability testing to iterate on our concept.
Save for All is a campaign between Feeding America and a grocery store chain, like Target.
For Target members, users will receive a one-time $5 discount, thus either rewarding existing members or prompts users to sign up for Target's membership program (Target Circle). Target then donates that money to Feeding America. In essence, Target is donating to Feeding America in exchange for membership sign-ups. On the user's end, they feel good knowing that they saved money and seamlessly donated to a meaningful cause.
The user can learn about this campaign: on the notification page, on the home page, or on the product listing page. Having multiple entry points to the campaign increases the likelihood of user engagement.
If the user is not an existing Target Circle member, then Target will prompt them to sign up. If they are, then they can apply their discount either in person or online. This versatility accounts for different kinds of users - an in-person or online shopper.
After using the discount, the user immediately knows that by using the discount, they automatically donated to Feeding America on Target's behalf. This experience ensures that the donation process is seamless and that the user immediately feels good for doing a good deed.
Create functional app experience for campaign testing.
Investigate and confirm compatibility with other brands.
Explore item specific campaigns co-funded by goods suppliers.