Donate directly through crowdfunding

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Project Scope

UX Design

I'm very impressed with your work. This is the best work in the course, and one of the best I've seen in the first submission of this course. Once again, you've done an excellent job in meeting the requirements.

Client image
Ofer Monar, Ph.D.
The Academic College, TLV-Yaffo

As part of my psychology BA studies and the Human-Computer Interaction major, I participated in the introduction to User Experience course, and this is my team's final project.

Freebie enables it's users to donate directly through crowdfunding, making the donation process more accessible.

This product allows for complete transparency and control over the entire donation process, allowing the donator to know what the donation requester will receive and when the donation will be made.

Preliminary research

Based on the following findings, it is imperative to develop a product that will assist those seeking aid in overcoming the basic difficulties they face. In order to achieve this, the donation process will be made more accessible and the number of donations will increase.

  • A decrease in the standard of living for the general population and an increase in the poverty expectancy among the self-employed / Adva Center, 2020.
  • Requests for aid have increased by 300% but fewer people are donating / Yedioth Ahronoth.
  • People donate on average up to NIS 100, the top four areas in terms of preference and contribution are health, people with disabilities, welfare and youth at risk / YNET 2019.
  • People prefer to donate to an identifiable victim. People tend to donate out of social pressure / Globes, 2009.
  • Most users will choose a particular product or service following a recommendation from a friend or family member / E&R, 2021.

Competitors analysis


  • Donation payments are made securely.
  • Possibility of donating small and convenient amounts.
  • Fast payment via PayBox, bit, PayPal.
  • An accessible microcopy that appeals to a wide range of users.


  • A wide variety of donation options can confuse the user.
  • No supervision regarding opening a donation campaign.
  • Uncertainty about the recipient of the donation.
  • Clumsy donation process.
  • High initial contribution amounts.

Quantitative Research - Questionnaire Results
  • The common donation amount is up to NIS 50
  • Lack of motivation is a barrier to making the donation
  • Uncertainty about what the donors will receive from the financial contribution
  • Uncertainty about who will receive my donation

Qualitative Research - User Interviews Insights
  • There is a preference to donate to a person/purpose with whom there is identification.
  • There is uncertainty about what they will receive from my financial contribution.
  • Concerns in making a frontal donation: fear of the person requesting the donation, unpleasantness, small money not always available, invasion of privacy.
  • Preference for the donation of a specific product rather than money.

User Personas

We created a few personas to get a picture of our target audience.

Persona example:

Ravit, 33 years old, works as a director of a special education institution, mother of two children and earns NIS 13,000 a month. Donates once every six months to the homeless, aspires to donate more but doesn't trust all the associations.

Technological ability:

Has difficulty with complex operations, manages with office software, but no more.

Pain points:

  • Casts doubt, does not believe that the money goes to the donor
  • The donation process is cumbersome


  • A reflection that the donation applicants went through an audit process and were found to be eligible for the donation.
  • A reflection of what the donor receives when the donation project ends.
  • A convenient, simple and friendly interface that will suit any user.
Product's Added Value
  • Reflecting the users who will receive their donation and what the donor will receive.
  • Certainty that the recipient of the donation is indeed legally and bureaucratically entitled to it.
  • Enables finding a donation project tailored to the user's preferences.
  • Makes it possible to make financial donations in small and convenient amounts for every pocket.
  • Makes the donation process accessible, inviting and easy to use.
Information Architecture
Primary User Flow

Ravit, 33 years old, director of a special education institution, wants to donate to an important cause but does not know what the possible options are. She enters to Freebie website home page, where she sees the option to find a personalized donation, completes the questionnaire and is presented with donation projects suited to her preferences, from which she chooses a project and makes a donation successfully.

Prototype and Screens

We created a fully functional prototype of the mobile version of Freebie website in order to test it and showcase it.


Primary user flow - App screens
Click on the image to start the prototype (Figma)
UX Dilemmas We Faced
How many donation options to show the user?

According to Barry Schwartz's More Isn't Always Better, multiple choices often lead to no choice - a scenario we don't want to happen.


  • On the search page, only three donation tabs will be displayed at the same time from which you can choose.
  • On the general home page, only the 3 donation options that are closest to completion will be displayed.
  • On the home page of users who filled out a matching questionnaire, one prominent donation option that suits them will be presented.

How can a user who contributed make a repeat donation on the platform?

According to Skinner's operant conditioning principle as part of the behaviorist approach, in order to make the behavior repeat itself, positive reinforcement must be presented, preferably for a short time after the action is performed.


  • After making the donation, the user is shown a pop-up window that appears with a picture of confetti and words of thanks.
  • A user who has donated receives an SMS acknowledgment message when the project is completed and a photo when the person requesting the donation receives the assistance.

How to enable convenient use for website users who want the system to match them with donation options and those who want to search for a donation independently?

According to the seventh principle from Jacob Nielsen's usability heuristics, the user should be allowed several ways to perform the same task in the interface, so that he chooses the most convenient way for him.


  • On the home page, users are presented with two options to search for a donation project - customized or free search. These options are highlighted with a "sticky" bottom bar, so they are available during the entire scroll.
  • In addition, on the donation tabs there is a quick donation button that serves as an "accelerator", in order to make the donation easier and more efficient.

I would like to say thanks to my great team, I had the chance to work and learn a lot from you all: Noam Halak, Gal Nachmany, Itamar Hazan, Michal Efremov.

Final grade in the course: A+.

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