Givematch
Research
Interviews
We spoke with donors, non-donors, and subject matter experts:
Lack of transparency creates distrust in how money is used
Retail checkout donations feel manipulative
Trust grows when people see where and how their donation makes impact
Affinity Map
The affinity map revealed that people feel emotionally manipulated by checkout donations, struggle with a lack of transparency, and give more when the cause feels personal.
Empathy Map
The empathy map highlighted that donors want proof their money makes an impact, while non-donors avoid giving due to mistrust—both groups crave clarity, control, and connection.
Personas
Amanda Buckley
Non-Donor
Amanda is a 26-year-old administrative assistant from Queens, NY, with a background in kinesiology. She’s passionate about helping her local community and animal charities, but she hasn’t donated yet due to financial concerns and trust issues with organizations.
Clear information on where donations go
Options that match her values and interests
A way to give without financial pressure
Not financially stable enough to give money
Not knowing how donations are used
Commercialized charities that seem untrustworthy
Jonathan Perez
Donor
Jonathan is a 28-year-old bus driver from Arcadia, LA, pursuing a medical career while supporting causes that feel personal, like St. Jude. He’s motivated by growth, family, and the desire to help others—but he’s cautious about where his money goes.
Transparent organizations he can trust
Easy, scam-free donation methods
Causes that align with his personal story and values
Charities that misuse or pocket donations
Pop-ups and scams across digital platforms
Feeling guilt-tripped by donation prompts at checkout
User Journey
We mapped an emotion curve comparing online vs. in-person donation. Users felt more secure donating online—if the platform was private, transparent, and personalized.
Ideation
From Low-Fi to Hi-Fi
Solution
Features
Matching & Giving Made Simple
Users swipe to match with local charities that align with their values—helping them give back to their own community. Tags highlight each organization’s mission, and three icons show the donation types accepted: money, time, or goods. This quick-glance system makes giving clear, easy, and personal.
Organization Transparency
Each charity has a dedicated screen to introduce their mission, explain their current project, and show exactly where donations go. Users can view fundraising progress, choose how their money is allocated, and access official documents that verify the organization’s legitimacy—only sharing what’s needed to build trust without revealing sensitive information.
Community Hub
Like a social feed, this space lets organizations document their impact through stories, photos, and updates—making it easy to spread the word in a fun, engaging way. Every post includes a CTA to donate. Donors can also share their contributions and highlight which communities they’ve supported, helping build trust and momentum through visibility.
Reflection
Limitations
Decision-making was tough with no team lead. I helped resolve creative conflict through dot-voting and feature blending.
What I Learned
Non-donors can become donors with the right tools and mindset shift. Trust is built through visibility, simplicity, and giving users options.
For The Future
Add security features + crypto donations
Launch on the App Store
Run further usability tests with a hi-fi prototype
