vision

By creating

A temporary feature within Dunzo as a Diwali marketing campaign, that connects donors sitting at home to NGOs. Dunzo is a delivery app that makes it easy to move and get things within a city at your convenience.

aim

I wanted to address

The gap between donors and receivers so that more donations can take place with lesser time & effort.

process

Finding My Rhythm

This was the main categorisation of how I got to the end

Validation

Questioned the campaign concept: if it was the right move for Dunzo. To find out, I spoke to donors and NGOs, researched existing solutions, and dug deep into how Dunzo operates.

Ideation

Generated ideas by brainstorming with myself and questioned them in order to come up with the most efficient and low-effort idea.

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Design

Studying the existing design system of Dunzo, designed wireframes, got feedback and then refined it and prototyped the frames.

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how it started

How I Dived Into the Deep End of Design and Came Up Smiling

It all started with my friend Shivani leaving the city with a ton of clothes to donate. She struggled to find people who needed them and unfortunately, time wasn't on her side. This got me thinking, there had to be an easier way to donate. And that's when the idea of Dunzo for donations struck me.

target users

Those Who Matter Most

Dunzo, with 1 million monthly orders, targets anyone who uses a smartphone. With the addition of this feature, it also appeals to people who would like to donate to NGOs.

approach

The spirit of Discovery

Before starting the project, there were a few major questions that had to be answered and thought of.

1. What makes people donate online and what doesn't?
2. How does trust factor in, and how can it be increased?
3. Is this a sustainable model to carry out throughout the year?
4. What is the business angle in this?
5. What are the potential challenges for the company, users and those in need?
6. Is there a genuine need for this feature?

To get these answers, I conducted secondary research and studied existing donation applications, as well as marketing campaigns run by brands during Diwali and other festivals. Additionally, I familiarized myself with Dunzo as a business. I then proceeded to conduct surveys and interviews with users and NGOs.

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findings

This is what I found

From user: The user whispers

5/11 users distrust the cause and platform due to negative experiences, platform unfamiliarity, and uncertainty about where their donation goes.
Orphanages, temple, schools, old age homes
and animal shelters are the top 5 places people donate at.
3.5/5 is the average rating for the ease of finding people in need of donations.
People make donations in three ways: at random, on birthdays/ anniversaries, and during festivals.
Clothes, money, food, books and toys are the top 5 most commonly donated items.
41.8% would like to donate their own belongings, 25.4% items from the store and 33.2% don't mind any.

From market: The market whispers

Dunzo wins its users through moment marketing mainly on social media.
Almost all brands create an emotional advertisement video as a Diwali campaign, but only a few execute impactful physical campaigns.
NGOs occasionally receive items they do not require and must discard. Therefore, proper matchmaking between them and donors is essential.
Donors have varying motivations, such as to get rid of excess items, belief in karma, some to feel good, and some to save money on taxes.

Ideation Process

Building the bridge between donors and the receivers

I jotted down every idea that came to me and put them in front of me.
Debated and evaluated on what ideas will work the best for Dunzo's values & audience.
Then evaluated the shortlisted ideas based on factors like feasibility & potential impact.

Close-Up

My thoughts that helped balance the vision with reality

How can this new data be used by Dunzo?
What are the exact features that have to be embedded?
Who are the stakeholders here?
How will the algorithm work for the delivery agent once he receives the donation?
How many users can be impacted due to this, both on the giving and receiving side?
Will the user get help if buying an item i.e. inform them what item is in need by the NGOs in their surroundings?
Who exactly will the delivery go to once the executive reaches the NGO?
What are the things that can go wrong?

How can the users be motivated to donate?
How does Dunzo get the NGO database?
Will this feature change/lose the current voice of Dunzo?
How does the matchmaking between users and NGOs happen?
How much control do the users get in choosing where the donation goes to
Can this be gamified?
What is the process to claim tax returns for donations?
Should the NGOs have ratings?
What are the categories of NGOs Dunzo is going to cater to?

Design process

How I got stuff done

Studying the current Dunzo app

Analyzed the app's layouts and information architecture.
Examined the global style of the app and identified the key design elements.

Designing low- fidelity wireframes & user flow

Created basic wireframes to establish the layout and basic functionality of the app.
Developed a user flow to ensure a seamless and intuitive experience for users.
Got feedback from potential users and refined the design.

Using colour and images to bring life

Incorporated the Dunzo brand colors to enhance the app's visual appeal and create a consistent brand identity.
Added images that not only enhance the visual appeal but also provide clear context for users.

Got feedback, refined rough edges and prototyped the design

Gathered feedback from stakeholders and potential users to identify areas of improvement and refine the design.
Created high-fidelity prototypes to provide a realistic representation of the final design

The key elements of the design

Introduction

These screens show the user the CTAs for the feature and takes them to the donation dashboard page. Then, the user can decide whether to donate from the store or give their own belongings based on their current location.

Donate from Store

If the users opts for this option, they get to:

Pick NGOs: Pick the cause they want to support, eg: children, animals, women, disabled, environment and more.
Learn about the NGO: View NGO images, read about their mission and needs.
Diwali basket: Explore specially curated Diwali baskets for each NGO to make donations.

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Donate from your location

If the user opts for this option, they can donate their clothes, food, books and more from anywhere in the city. They just have to choose the category they are donating in. An option of being anonymous and to select the NGO is also available.

Other features

On donating, the donor gets an image of the receiver at the NGO. Moreover they can claim tax benefits on the store donations. In case an individual is aware of an NGO that would benefit from this campaign, they can refer the NGO on the app too.

Conclusion

And that's a wrap!

In conclusion, this marketing campaign will provide an opportunity for Dunzo users to help those in need. Through this initiative, Dunzo can demonstrate its commitment to social responsibility while also expanding its customer base and increasing brand loyalty. Once a success, this feature can be permanently integrated into the app.

If I had to summarize my journey during this project, it would be: Failing forward

I wanted to try and develop a solution that would have a ripple change i.e. small role, big impact. Thus throughout the project working with this in mind helped me filter down a lot of ideas quickly. Hence I now believe some boundaries can really help creatively.

Working on this project alone was difficult and confusing at first, but talking to multiple users at various stages helped me get the direction and motivation I needed.

I also loved how this project helped me understand the possibility of humanity and business coexisting in a win-win situation.