UNICEF
E-COMMERCE CAMPAIGN
KEY HIGHLIGHTS
-
Heavily involved with the creative direction
-
Created and executed the research plan
-
Created the website flow and wireframes
-
Worked closely with the Creatives Department to align the creative vision with usability and design principles
CASE STUDY: VALUE OF TESTING
This case study highlights how being able to test our ideas early on can help us know if our big idea works without the high cost of development
Background
UNICEF wanted to drive more donations during the Christmas season because during this season, consumer spending is at it's highest
With consumers having a wide array of options to choose from when giving out gifts, UNICEF was not the first option that comes to mind. Furthermore, they wanted to leverage the digital space (specifically an e-commerce platform) in order to attract a wider audience and not just rely on the more conventional methods. This was a challenge that we wanted to tackle
Challenge
How might we persuade people to donate to UNICEF as gifts instead of purchasing other goods and services?
Value Perspective
As part of UNICEF's goal to leverage the holiday season along with the growing e-commerce user base, this was a good time to leverage this digital platform and encourage users to donate.
Feasibility Perspective
The scope covered the entire e-commerce experience which we had more than enough resources to tackle given the expected deadline.
Usability Perspective
The biggest challenge was being able to properly communicate to the user that they are donating as a gift to a loved one but still understand that this is just a digital platform to do that.
Viability Perspective
Digital was something that UNICEF was not particularly strong at when it comes to donations. This was definitely a strategic move to increase their presence and get more donations during the holiday seasons.
Big Idea
UNICEF + E-commerce
With our knowledge of the UNICEF brand, we wanted to create some intrigue and engagement by providing an e-commerce platform for an NGO. The idea was to position the website as a full blown e-commerce platform but with the twist that UNICEF is the one providing these goods
Disappearing gifts
The big catch of this campaign was that UNICEF was not really selling any goods but rather these products would "disappear". The idea was to show very wild and quirky products that were clearly not real products and by using some visual effect, this item would disappear and would be replaced with the real item which was usually to donate a certain item (e.g mosquito net or filter straw for children in need)
The campaign idea was to intrigue users into checking out the website and once they open an item, this product would "disappear" and turn into the real item which was an item meant to be donated
From wireframes to production
Usability Testing
While the concept was definitely creative, there were still some key questions on the delivery of the idea and that's why we decided to run a quick usability test
User Interviews
I ran 5 on site interviews
We ran through the full flow. I gave out general tasks for them
We practiced "talking out loud" and probed when needed
Key findings
At an early stage, we were able to find out that most of our participants mentioned how they were confused when they saw the product "disappear". It was not clear to them that the product they saw was not real even though these products were "obviously" unrealistic.
There was a strong feeling of deception because they felt that they were "lured" into this platform rather than seeing the bigger picture. This posed a question to the team regarding how clear is the message and the chance of it being misunderstood by the users
This showed how at an earlier and cheaper stage, we can gain insights from users to see if even at a concept level, our idea was working or not
What impact did this make?
Ultimately, because of the feedback we have gotten, we revisited this "disappearing gifts" concept and went with a more straightforward solution where the user will see immediately the item that will be donated
All in all, the client was happy with the journey we took and providing feedback through testing proved to be a very integral tool when it came to learning fast and making decisions from said learnings