Founded in 2003, The Movember Foundation is a global charity raising funds and awareness for men’s health. They are always keen to explore innovative new ways to raise money for their cause by finding donation methods that can reduce the barriers to giving.
Explore innovative new ways to raise money and find portals that can reduce the barriers to giving in a competitive market and amongst an increasingly technology-savvy audience in a two-day design sprint.
We proposed a contactless payment device that could be installed into high footfall areas, using both contactless payment and NFC technology to engage the public in donation and offer them a fun challenge in exchange, while collecting their data so that Movember could easily retarget them in the future, presenting a paper prototype to illustrate our idea.
Movember were particularly keen to explore was the idea of the “21st Century Bucket Shake”. In a competitive market and with a tech-savvy audience, it is getting increasingly more difficult for charitable organizations to raise funds. The client wanted to create a tech-based, human-centred automatic payment mechanic that could be online, fixed or mobile. The payment system also potentially needed to integrate a reward system for donors, and to help spread the word to other donors. Furthermore, Movember recognise the value of data capture and called this out as an added benefit to our creation.
All of our team had experience in making charitable donations, so we had some insight before we began our research. We spent the first half day of our project compiling and distributing a Google Form within our personal networks, to collect some primary research. We asked questions around demographic, connotations of the words ‘charity’ and ‘donation’ and explored donation behaviour patterns and motivation. We also split into desk research teams to discover what other charities were doing, and what technological developments were on the horizon for the charity market. As a result of our research, we discovered that the three main barriers to donation were: awareness, time and engagement. We came to the question “how might we make payment fun and easy?”
Next, we began to identify high footfall areas where donation could potentially fit into existing behavioural patterns, and make it something fun and easy, in fitting with Movember’s organisational values. We came up with the idea of offering social challenges, in order to give donors something back. What if we installed a contactless payment and NFC device which would generate a fun challenge, in fitting with the relevant social setting? We were aware that both of these technologies were individually being used successfully in the charity market. We identified the gym and pub as suitable locations for the device to be installed, and created individual sets of challenges for each: a silly, friends-based challenge for the pub, and a fitness challenge for the gym.
It was then time to create a simple paper prototype and test our idea. We created user journey maps for each context, and visited a bar and a gym to test our concept with staff, and gather feedback. Both places were in favour of our idea, and even said that both their teams and customers were already engaged in the moustache-growing element of Movember and would be keen to expand across the calendar year. The barman did recommend that we remove one of our challenges, which was a ‘pay to be served first’, as he fed back that he thought it would cause chaos in the bar. We took his suggestion and iterated the challenges list.
This project was part of Hyper Island’s ‘Creativity Week’, and was a collaboration between the Digital Media Management and Digital Experience Design Master’s programmes. Operating in design sprint mentality was a learning for me, building on the design team practice I had observed in my previous job. It was amazing to see how much we could research, learn, design and test within two days. It also continued to confirm the importance of user research and usability testing to inform my design process and iteration.
Design research, lo-fi prototyping, usability testing, journey mapping.
Clara Aparisi, Dominic Burr, Mathilde Dongala, Mario Gabric, Laura Morley, Gabriel Negri.