venmo mobile proposed donation feature integration
TRANSCRIPT
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CaresCares
SEAN • SYLVIA • TOUNAUXDI 2015
Adding a Donation Feature to Venmo
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$2 million 20132013
Payments for Venmo
$2 million
$1.5 million
$1 million
$500,000
$0
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$2 million $335 billion
20132013Payments for Venmo
Giving to Charitable Organizations
$350 billion
$325 billion
$300 billion
$275 billion
$250 billion
$225 billion
$200 billion
$175 billion
$150 billion
$125 billion
$100 billion
$75 billion
$50 billion
$25 billion
$1 billion$2 million
$0
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$3.35 Billion
An Increase of
for Venmo
Just a 1% share would equal
$350 billion
$325 billion
$300 billion
$275 billion
$250 billion
$225 billion
$200 billion
$175 billion
$150 billion
$125 billion
$100 billion
$75 billion
$50 billion
$25 billion
$1 billion$2 million
$0
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“If we provide a structure that differentiates between causes and people on Venmo then we can
provide more efficient searching capabilities because users want to browse and search for causes.”
Our Solution Hypothesis
CaresCares
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DonateDonate
ePayePay
SocialSocial
Split BillsPay for Services
and Products
Pay for Services and Products
Read Comments
to pass time
Share Activities
Post Photos and Videos
Stay in Touch
Brand Yourself
Be in the Know
Quick and Convenient
Sponatanous Payment
Meeting People
News about Friends & Family
Pay Friends & Family
Learned about causes through
social media
Popular
Trending Causes or projects
Helping People with Money
Doing Good
Related to a Friend or
Relative
Offers Rewards
Wanted an innovative item
Likes What the Cause Stands
For
Small Amounts
Wants Others to Donate
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DonateDonate
ePayePay
SocialSocial
CaresCares
Personal Connection
Split BillsPay for Services
and Products
Pay for Services and Products
Read Comments
to pass time
Share Activities
Post Photos and Videos
Stay in Touch
Brand Yourself
Be in the Know
Quick and Convenient
Sponatanous Payment
Meeting People
News about Friends & Family
Pay Friends & Family
Learned about causes through
social media
Popular
Trending Causes or projects
Helping People with Money
Doing Good
Related to a Friend or
Relative
Offers Rewards
Wanted an innovative item
Likes What the Cause Stands
For
Small Amounts
Wants Others to Donate
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Venmo Cares Prototypethe SAVE THE WHALES
GOALS• Support Several Causes• Inspire Others To Support Causes• Know Her Family’s Causes
FRUSTRATIONS• Lack Of Quality Fundraising Apps• Lack Of Awareness For Social Causes• Apathy Towards Supporting Causes
FEATURES• Keeping track of transactions• Ability to share beyond just Venmo • Ability to request support from friends
NAMEAGE
OCCUPATION
STATUSLOCATION
TYPE OF HOMETRANSPORTATION
LIKES
DISLIKES
Iris Black22 Political Science & Environmental Studies student Single New York, NY Off campusPublic TransportationVolunteering, organic and locally sourced food, companies with a social mission, sustainable products
Global warming, violence, Monsanto
the SAVE THE WHALES“I feel a personal responsibility to give to causes that I connenct
with emotionally.”
VENMO
SOCIAL MEDIA
DONATION
BRANDS SHE LOVES
CAUSAL
CAUSAL
CAUSAL
PRO
PRO
PRO
BIOIris comes from a wealthy background and knows that she is in a position of privilege and feels obligated to give back and support causes that she considers important but need more resources. She spends much of her free time browsing causes that she cares about on sites such as Kickstarter, Idealist.org, and Gofundme. She is fairly tech savvy and uses social media to bring greater exposure to caudses she finds important. Day to day, she has a very busy schedule, trying to balance her social life and community service pursuits while also taking a full schedule of rigorous courses. She uses apps that are convenient for her lifestyle and enjoys using Venmo for payments amongst her peers while on-the-go. Volunteers regularly and follows several organizations on Twitter and Facebook; Subscribes to several charity blogs.
“I feel a personal responsibility to give to causes that I connenct
with emotionally.”
https://popapp.in/w/projects/54b7d50a2db201dc5179df80/mockups
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1.2
1.1
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2.2
2.1
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3.2
3.1
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4.2
4.1
Biography
GOALS• Support Several Causes• Inspire Others To Support Causes• Know Her Family’s Causes
FRUSTRATIONS• Lack Of Quality Fundraising Apps• Lack Of Awareness For Social Causes• Apathy Towards Supporting Causes
FEATURES• Keeping track of transactions• Ability to share transactions behind just Venmo • Ability to request support from friends
BACKGROUNDIris comes from a wealthy background and knows that she is in a position of privilege and feels obligated to give back and support causes that she considers important but need more resources. She spends much of her free time browsing causes that she cares about on sites such as Kickstarter, Idealist.org, and Gofundme. She is fairly tech savvy and uses social media to bring greater exposure to causes she finds important. Day to day, she has a very busy schedule, trying to balance her social life and community service pursuits while also taking a full schedule of rigorous courses. She uses apps that are convenient for her lifestyle and enjoys using Venmo for payments amongst her peers while on-the-go. Volunteers regularly and follows several organizations on Twitter and Facebook; Subscribes to several charity blogs.
NAMEAGE
OCCUPATION
STATUSLOCATION
TYPE OF HOMETRANSPORTATION
LIKES
DISLIKES
Iris Black22 Political Science & Environmental Studies student Single New York, NY Off campusPublic TransportationVolunteering, organic and locally sourced food, companies with a social mission, sustainable products
Global warming, violence, Monsanto
the SAVE THE WHALES“I feel a personal responsibility to
give back and inspire others to do the same.”
VENMO
SOCIAL MEDIA
DONATION
BRANDS SHE LOVES
VenmoSearch Cause Michael Touna | Fri Jan 09 2015 | 1
Go to App Home Screen
Confirmation screen
SEARCH CAUSES screen
Slide Menu Options Screen
Tap App
Tay PayType Reason
Type Amount
Tap Reason
Tap PayCause Detail screen
Tap name from drop
down menu
Type NameTap Search Field
Tap From Crowdfunder
Tap SEARCH CAUSES
Animation Slide
Tap Hamburger
Menu
AnimationSlide
Animation Slide
Drop down menu
Animation Slide
Animation Slide
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Our Approach
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Competitive Analysis
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Table 1
Venmo App Twitter App Square Cash App
KickstarterApp
PayPalApp
GiveEasy App
Business Model
3% fee on credit card transactions (free debit transactions)
Advertising All peer to peer transactions are free. Square loses as much as 25 cents per transaction
Collects 5% fee for funds collected (Kickstarter gives up a percentage for payment processing fees)
To be a safer and easier way to pay and get paid online worldwide
To connenct a mobile to their favorite charities
Target Audience
People who want to send payments to friends, emphasis on 18-24 year olds
People who think they have something important to say
People who want to send personal payments to friends
People who want to support creative and artistic projects
People that want to pay merchants instead of using credit cards
People looking to donate on the go.
Activity Feeds Yes, Personal, Friends, Public
Yes No Personal, Public
No No
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Created a survey and compiled results data to weed out key user interview candidates
Conducted user interviews to gain an understanding of social media, ePayment and donation habits
Identified patterns and distinctions between user habits in effort to cultivate personas
Q6 How often do you perform the following
using online payments?
Answered: 25 Skipped: 1
37.50%
9
16.67%
4
29.17%
7
16.67%
4
24
2.25
8.00%
2
0.00%
0
28.00%
7
64.00%
16
25
3.48
20.00%
5
16.00%
4
52.00%
13
12.00%
3
25
2.56
0.00%
0
8.00%
2
28.00%
7
64.00%
16
25
3.56
4.00%
1
24.00%
6
16.00%
4
56.00%
14
25
3.24
56.00%
14
20.00%
5
16.00%
4
8.00%
2
25
1.76
24.00%
6
28.00%
7
28.00%
7
20.00%
5
25
2.44
Pay friends
Pay bills
Donate to
charity/causes
Shop online
Purchase
downloads...
Contribute to
crowdfunding...
Purchase
subscription...
0 1 2 3 4 5
Never Rarely Sometimes Frequently Total Weighted Average
Pay friends
Pay bills
Donate to charity/causes
Shop online
Purchase downloads (apps, music, etc.)
Contribute to crowdfunding (Kickstarter, Indiegogo, etc.)
Purchase subscription services
6 / 18
Online Payment Survey SurveyMonkey
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the SAVE THE WHALES
GOALS• Support Several Causes• Inspire Others To Support Causes• Know Her Family’s Causes
FRUSTRATIONS• Lack Of Quality Fundraising Apps• Lack Of Awareness For Social Causes• Apathy Towards Supporting Causes
FEATURES• Keeping track of transactions• Ability to share beyond just Venmo • Ability to request support from friends
NAMEAGE
OCCUPATION
STATUSLOCATION
TYPE OF HOMETRANSPORTATION
LIKES
DISLIKES
Iris Black22 Political Science & Environmental Studies student Single New York, NY Off campusPublic TransportationVolunteering, organic and locally sourced food, companies with a social mission, sustainable products
Global warming, violence, Monsanto
the SAVE THE WHALES“I feel a personal responsibility to give to causes that I connenct
with emotionally.”
VENMO
SOCIAL MEDIA
DONATION
BRANDS SHE LOVES
CAUSAL
CAUSAL
CAUSAL
PRO
PRO
PRO
BIOIris comes from a wealthy background and knows that she is in a position of privilege and feels obligated to give back and support causes that she considers important but need more resources. She spends much of her free time browsing causes that she cares about on sites such as Kickstarter, Idealist.org, and Gofundme. She is fairly tech savvy and uses social media to bring greater exposure to caudses she finds important. Day to day, she has a very busy schedule, trying to balance her social life and community service pursuits while also taking a full schedule of rigorous courses. She uses apps that are convenient for her lifestyle and enjoys using Venmo for payments amongst her peers while on-the-go. Volunteers regularly and follows several organizations on Twitter and Facebook; Subscribes to several charity blogs.
Personas
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GOALSMike wants to be able to stay ahead of the cultural curve on a budget. She loves both trendy products and projects and is an avid believer in crowdfunding culture.
FRUSTRATIONSExcess fees, overly expensive products, confusion regarding pricing, limited flexibility in crowdfunding donation options, outdated tech products, over-sharing on social media for things like financial transactions.
FEATURESPrivacy options need to be in place when donating similar to friend transactions (public, friends only, private), linking to social media, crowdfunding platforms integrated into Venmo ecosystemcrowdfunding platforms integrated into Venmo ecosystem
NAMEAGE
OCCUPATIONSTATUS
LOCATIONTYPE OF HOME
TRANSPORTATIONLIKES
DISLIKES
Mike Jones32Data Content strategist Married New York, NY Rents apartment in BrooklynUses subway, doesn’t own a carTraveling, shopping, getting together with friends Having to wait, cheap goods, dated products
the KICKSHOPPER“Wow, That’s really cool. I can totally find a way to use that.”
VENMO
SOCIAL MEDIA
DONATION
BRANDS SHE LOVES
CAUSAL
CAUSAL
CAUSAL
PRO
PRO
PRO
BIOMike is a hardworking, married Brooklyn-ite who spends a lot of his time at work and likes to check out Kickstarter on his breaks to find cool, new projects that peak his interest. When something innovative catches her eye, he will donate so he can get involved with the product first and preferably at a discount. He would love to donate more, but due to personal budget constraints, he has to do her research in regards to the projects he picks. This means getting a deal while still feeling like he made a valuable contribution is what is ultimately most important to him. He also likes to see what his friends have bought and recommend to him, generally learning through social media channels like Facebook. He uses Venmo frequently, but usually only to pay for things with friends at random times depending on his day-to-day lifestyle. He also only tends to use Venmo for small transactions He enjoys the convenience and flexibility of the app regarding their payment options and processes but feels that the social element of Venmo to be a bit redundant. Overall, he enjoys Venmo’s current capabilities but questions its long-term value in its current model.
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GOALS• When she’s out at dinner with his friends,
she uses Venmo to pay her part of dinner. • Eddie’s friends love to donate to crowdfunding. • So when she sees it pop up in her Facebook,
she likes to give as well.
FRUSTRATIONS• Hates when a company doesn’t have an app option. • Hates carrying cash with her.• Doesn’t like being left out about what her friends
are doing.
FEATURES• A way to see what her friends are donating too• A way to share her donation activities
NAMEAGE
OCCUPATIONSTATUS
LOCATIONTYPE OF HOME
TRANSPORTATIONLIKES
DISLIKES
Monica Sanchez19College StudentSingle Boston, MA Dorm roomPublic TransportationDrinking with friends, biking, watching sports
Expensive food, slow apps
the SUPER SOCIAL“I feel like I can really
express myself through social media.”
VENMO
SOCIAL MEDIA
DONATION
BRANDS SHE LOVES
CAUSAL
CAUSAL
CAUSAL
PRO
PRO
PRO
BIOMonica is a hard working college students, living away from home for the first time. It doesn’t take long for Monica to make new friends. In fact, Monica already has a group of new classmates she hangs out with on a regular basis. Being a student, Monica doesn’t have much money, so she has to be careful where every dollars goes. Monica loves hanging out with her friends when she’s not in class. Away from her family, her classmates help her feel at home. It’s really important to keep up with her friends on social media, especially when they post funny content. She loves Venmo because it feels familiar to her other social apps and all her friends are using it.
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Icon Test
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5.15.2
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Next Steps
• A/B testing donation activity feed layout
• Donation icon testing
• Retesting copy
• Possible external sharing