One Good Thing

one good thing
  • Role: UX Designer | UI Designer
  • Date: Jan, 2018 –Oct, 2018

cover5

 

“One good thing” was initiated by Tencent Public Welfare. It’s a WeChat Mini Program for people to initiate or participate in the public benefit activities of doing warm little good things. The proposition of the program is to help individuals around join their strengths, build public influence, and convey the public welfare concept of “everyone can help others” and “individuals can also make difference to the world”.

Until Oct 2018, the “One good thing” platform has a total amount of about 120,000 users initiating or participating in more than 600 good things projects through donations, comments, etc.  The categories of the projects cover poverty alleviation, education, environmental protection, animal rescue and other public welfare.

Product and Design Goal

In order to achieve the product goal of increasing the amount of project initiation and participation , we systematically analyzed the positive and negative factors related to the product goal with a causal loop diagram, and sorted out what we could do to help achieve the product goal through optimizing user experience. We defined our design goal is to reduce the burden of using the product, increase users’ emotional reward, strengthen users’ trust on the platform and projects, and spread more.

goal

Design Thinking

For each design goal, we have built the corresponding design strategies in all flows and aspects of the user experience system.

Some of the cases are shown below here.

Case 1:

Design Goal:  Reduce the workload of using the product

Key Task Flow: Launching the project

Design Strategy:

A. Reduce users’ workload of inputting amounts of information about the project by providing both the website and the mobile WeChat mini program platforms for users to fill in the information, guiding users to accomplishing the task with higher complexity through the website.

1a

B. Reduce users’ cognitive load by splitting and progressively disclosing all the tasks that users need to accomplish to launch a project, helping them focus on just a single task on each page.

2

C. Reduce users’ cognitive and mental load through conversational writing strategy. Guide users to select or fill in the information about the project by questions, and organize their answers with hints.

3

Case 2:

Design Goal:  Satisfy users’ high-level needs of Maslow’s hierarchy and increase their personal rewards

Key Page: Project Page

Design Strategy:

A. Narrate the story of the project in the first person to narrow down the distance between the supporters and the initiator. Users may be affected by the original intention of launching the project, then trust in and identify with the initiator, and hope to achieve the same self-actualization by supporting the project.

B. Show how the project is being carried out with a clear timeline, so that users can see the actual differences that their support behavior can make to the recipients, and thus bring users a feeling of accomplishment.

C. Show the group information of the initiator and supporters, encourage users to interact with others by sharing, giving comments and likes, etc., to bring users a feeling of belongingness.

4

5

Design Solution
Due to the tight schedule, the collaborative development of this project adopted the agile methodology. Most of the interfaces were delivered quickly by the UX designer individually in accordance with the design specifications defined by the UI designer. It greatly improved the design efficiency and shortened the design process. After the product is developed and released, we collected, observed and analyzed the online data such as PV, UV, conversion rate, and funnel model, then improved the design solution further according to the data feedback. In this way we kept optimizing the product over iterations.

More than 110+ user interface screens:

screens