UNICEF SmartGiv
The project aims to help UNICEF better connect with SMEs by creating a strategy that encourages recurring donations. The goal is to understand SMEs' needs, build trust, and offer flexible, tailored, and transparent ways for them to contribute, making it easier for them to support UNICEF's mission.
Design Process
This project followed a user-centered design process consisting of four key phases: Research Analysis, Ideation, Prototyping and Testing. We built on existing research, generated and refined ideas, developed high-fidelity prototypes using Figma, and validated our solution through user and A/B testing to ensure usability and impact.
Research Foundation & Analysis
As part of an agile sprint project, our team inherited research insights from a previous group. We conducted a thorough analysis of their findings to identify key user pain points, business challenges, and opportunities. This allowed us to build upon validated insights and move efficiently into ideation, ensuring continuity while staying user-focused.
Identifying Barriers & Strategy Building
This framework outlines the key barriers preventing SMEs from engaging with UNICEF, ranging from lack of trust to resource limitations and ESG misalignment. For each challenge, we identified a strategic design opportunity, focusing on emotional connection, value alignment, and reframing impact. These insights directly informed our solution, ensuring it addressed both SME motivations and UNICEF's goals.
SME Value Matrix: Ideating for Tailored Engagement
During the ideation phase, we used this matrix to better understand the diverse motivations and capacities of SMEs. This helped us brainstorm tailored engagement strategies based on each quadrant, guiding our solution to offer flexible donation options (time, funds, or both) that align with each SME’s core values and operational goals.
Concept Design: Aligning SME Commitment with Strategic Value
Our concept design positions SmartGiv as a scalable engagement model tailored to varying SME commitment levels, ranging from one-time donors to long-term partners. By mapping business types to contribution styles (time, funds, or both), we ensure relevance and flexibility. The value proposition centers on three pillars: holistic impact, reputation building, and purpose-driven engagement, making SmartGiv an appealing, sustainable choice for socially conscious businesses.
Design Solution: A Flexible Giving Platform for SMEs
Our design solution was developed through a collaborative, sprint-based process grounded in agile methodology. Starting with an in-depth analysis of existing research, we aligned on core user pain points and business needs. From there, we moved into ideation, brainstorming, and mapping out user journeys that could bridge the gap between organizational goals and user expectations.
We rapidly built wireframes and interactive prototypes using Figma, supported by a modular design system to ensure consistency and scalability. Throughout the process, we prioritized usability, accessibility, and value alignment. User feedback played a key role in iterating our designs, helping us validate features and refine the user experience based on real-world expectations.
Next Steps: From Concept to Launch
Following the development of our concept and prototype, the next phase focuses on refining and activating SmartGiv. Key next steps include finalizing the platform’s backend, conducting user testing, launching targeted campaigns, and publishing supporting materials like a white paper and landing page. These steps are designed to validate functionality, drive adoption, and prepare SmartGiv for scalable impact within UNICEF’s global network.
