Step 2 - understand the users
We conducted user interviews and surveys to uncover pain points in the donation flow as well as donors’ deeper needs and emotions, enabling the team to ground personas in real stories and deliver evidence-based design recommendations that build trust and emotional resonance.Methodology
Donors and fundraisers who have made online donations to the Pink Fund.
Additionally, target users include individuals who had difficulties donating online and sought help from the organization.
Interview: 5 participants
Survey: 5 participants
Age range: 45-59
Identities/roles: lawyer, charitable event organizer, breast cancer survivor, community volunteer.
30-minute remote interview over Zoom. Participants were asked about their involvement in the organization, the donation/fundraising process, any difficulties they encountered, and comparison with other platforms.
Survey Process
We brainstormed 15 questions targeting the user’s attitude, behaviors, and characteristics.
Organized by topic: Grouped interview and survey responses by sections (navigation, donation flow, trust, challenges).
Qualitative: Open → axial coding on interviews and open-ended survey items to derive themes.
Quantitative: Descriptive stats on closed-ended survey items to validate patterns and prioritize issues.
PersonasBased on our knowledge about the users of the site, we distilled three representative profiles that capture core goals, pain points, and motivations.
Findings
Per the PinkFund request, our findings focued on the problems the current stakeholders have, and actionable recommendations for improvement.
Fundraising Team page.
Recommendations