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AACD - Teleton 🇧🇷

Boosting Teleton's Online Donations: A Mobile-First Approach to Enhancing User Experience and Engagement

UX Designer

2017

Synopsis

As a UX designer with over five years of experience, I have worked on a variety of projects aimed at improving user experience and increasing engagement. One of my most impactful projects took place in September 2017 while I was working at S2 IT (now called Envilha). This case study outlines my work on enhancing the online donation system for Teleton, a major fundraising event broadcast by SBT and organized by AACD.

Situation

In September 2017, I was part of a team at S2 IT tasked with improving the online donation system for Teleton, a TV program broadcast by SBT, a major Brazilian television network. Teleton is organized by AACD, an association that provides support and rehabilitation services for children with disabilities. The purpose of Teleton is to raise funds through donations to support these children.

What we did

At that time, Teleton was receiving donations through both phone calls and online platforms. Surprisingly, the number of donations via phone and internet was almost equal, as were the donations made via mobile and desktop. Given the prevalence of smartphones, we expected more donations via mobile. Our task was to improve the online donation system, which consisted of a complex four-step process, to make it more user-friendly and increase the number of donations.

Action

  1. Analysis and Initial Proposal:

    • I analyzed the existing four-step donation process and identified it as too complex, requiring donors to input a lot of information before completing their donation.

    • I proposed reducing the steps from four to two, simplifying the process and making it more mobile-friendly with a responsive design tailored for both mobile and desktop users.

  2. Data Insights and User Behavior:

    • By examining viewership data, I noticed that the highest TV ratings occurred when popular celebrities or musicians were on stage.

    • I also requested donation data over time and found that donation peaks coincided with these high-viewership moments.

    • This led to the insight that while people were motivated by the cause, they were significantly influenced by the presence of celebrities they admired.

  3. Enhanced Engagement Proposal:

    • To leverage this insight, I proposed adding a banner at the top of the donation page featuring photos of the celebrities holding themed plush toys, which were associated with the donations. This visual connection aimed to enhance the emotional appeal and encourage more donations.

    • Technically, this was feasible by dynamically updating the banner image during the live broadcast.

  4. Prototype and User Testing:

    • I developed a prototype incorporating the simplified two-step process and the celebrity banners.

    • To test this prototype, I conducted usability tests at a local public service center in São Paulo, akin to a DMV in the US, where people handle tasks like renewing driver’s licenses and ID cards. People often wait for long periods there, making it an ideal place to find participants for the test.

    • The tests showed that the new process reduced the donation time from about three minutes to less than one minute, and participants responded positively to the celebrity banners, feeling more connected to the cause.

Results

We presented the proposal to AACD, and they approved it. Unfortunately, due to a shortage of developers, we could not implement all the changes that year. However, my colleagues informed me that in the following year, the simplified two-step process was implemented, resulting in a significant increase in online donations. Approximately 70% of donations were made online, with 70% of those via mobile devices, aligning more closely with our expectations. The banner idea, though well-received, could not be implemented due to legal issues regarding image rights for the website.

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