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In this brief, Kickstarter wants to expand to allow projects that can be funded on a recurring basis, i.e. subscription-based campaigns.
Our approach was to consider the customer journeys for 3 tasks, namely:
We researched what motivates people to crowdfund, who the main competitor platforms are in the online crowdfunding sector and what types of projects might be suitable for crowdfunding and specifically for a recurring payments model.
Looking at what motivates people to crowdfund, we found that the top reason for pledging to a project (also known as backing, supporting, funding) was ‘supporting the cause' followed by ‘supporting a friend’, emphasising the social or human element to crowdfunding campaigns.
Many crowdfunding platforms say that the most successful projects tell a great story that people can connect with even if their media campaign doesn’t have high production values.
Kickstarter and other crowdfunding platforms have a lot of demographic information on their backers and campaign creators. We developed 3 personas based on our brief, our research and our interviews with people who had used Kickstarter or an alternative crowdfunding platform.
Gamer Gary was our chosen persona for our main customer journey for backing a project.
We developed user flows to identify all touchpoints for the tasks using swim lanes to identify different channels such as desktop, email, database. Although not relevant for our particular tasks, we also considered that some projects would have physical channels such as posting a reward to a backer.
Shown below is the user flow for creating a project.
We developed our prototype in Axure RS with emphasis on the desktop version and we conducted usability testing using Camtasia to record screen clicks and participant feedback.
