GOFUNDME

Insight-driven and efficiency design upgrades for organizers editing and managing their fundraisers.

Manage dashboard

TIMELINE
3 months

ROLE & SKILLS
information architecture ; journey mapping

PARTNERS
1 product designer ; 1 product manager

Our Goal

Build a more insightful, guided, and design system aligned dashboard for organizers to effectively and efficiently manage their fundraisers—from editing story, posting updates, and thanking donors to understanding their latest fundraiser activity and taking appropriate action to get more donations

Previous manage dashboard

The Approach

The metrics we wanted to drive were an increase in engagement by measuring…

  • Dashboard visits

  • Sharing

  • Thanking

  • Updating

  • Creating a team and adding team members

  • New active users

…to also eventually improve yield:

  • Number of organizers reaching 2 or 6 donations (NAC 2/NAC 6)

  • Average gross donation volume + number of donations

Current dashboard engagement - drop after day 1 of fundraiser creation

The conversation rate of NAC 6 increases substantially when organizers engage with manage features

To anchor our features and designs, I created a comprehensive list of content and design principles to guide our priorities and content and design execution:

  1. Tailored help at every step
    From types of guidance and next steps to our welcome messaging, we want to meet our users where they are in their journey. That way, managing their fundraiser feels relevant and fresh at any and every point in their journey.

  2. Action-oriented insights
    From new donations to goal progress tracking week by week and day by day, we want to reward organizers throughout their fundraising journey. Instant, data-driven milestones can make users feel their progress and empowered to make more informed fundraising decisions.

  3. Community support in one place
    We’re centralizing the power of community form fundraiser comments, advice from other organizers, and educational resources to continue building GoFundMe as the most helpful place.

Process

Together with my intern, we created a “daily tasks'“ anatomy to help guide content execution which included goal/value, additional info, and a call to action—all mapped in order of:

  1. Highest impact (sharing, leveraging your network)

  2. Following up and leveraging other networks

  3. Encouraging tips

  4. Basic sharing tips

This brainstorming space also enabled us to prioritize which tasks would go into the phase 1 launch of the dashboard across all features (sharing, editing, thanking, updating, creating a team, managing transfers, and a long term zero donation state).

We started by creating a high level structure of what we wanted the manage dashboard to look like.

Outputs

Highlights of the new experience

Prototypes

Deeper dive into insights they can take action on right below their fundraising goal bar and customizations depending on whether the organizers has raised funds under the “No donations yet” page and the “Yes some donations” page respectively as well as progress on their daily tasks.

The other pages are interaction and display explorations for the daily tasks section.

Edit & Settings

We were also able to update the edit & settings experience as a whole to better align with these updates as well as reduce help center tickets with questions.

Before

After