How do you create the best-in-class crowdfunding product?
Step one: Know your audience.
When it was time for Indiegogo to rethink their product, they approached my team for the job.
Typically there is one key audience constituency to talk to in any given product design process. With Indiegogo, we had to design a solution that would meet three very different constituencies. The existing campaigner, who is trying to compete a successful crowdfunding campaign. The contributor, who is trying to fund campaigns they are passionate about. Finally there was the prospective campaigner – someone who hasn't started a campaign yet but hopefully soon will.
Each of these constituencies we found had different motivations and needs to juggle in our design solution.
We created a responsive solution that scales elegantly across desktop, tablet and mobile resolutions and also developed new innovations for the platform including: a unique way to explore and find relevant projects, an upgraded navigation system and auto-complete search, the creation of a project tagging system, and an improvement on displaying related projects based on behavior or interest.
The decision funnel was completely redesigned to appeal to both contributors to campaigns, and prospective campaigners who were thinking of launching a crowdfunding campaign on Indiegogo.
Roles Included : Team Leadership, Creative Direction, UX Design Leadership, Strategy, Copy Writing