Empowering Campaigners for Sustainable Growth

Kitabisa, a leading crowdfunding platform, connects people in need with those willing to help. However, the success of organic campaigns, which rely on the campaigners’ efforts rather than paid promotions, presented a challenge.

Faced with this, the question emerged: How might we enable campaigners to grow independently and achieve sustainable success without relying on ads?

Impact

The redesigned campaign creation process yielded transformative results:

• Verification Rate: Increased by over 10%, leading to higher trust and more donations.
• Operational Efficiency: Reduced internal screening call time from 34 hours to just 1.1 hours.
• Support Query: Monthly inquiries about "how to make a campaign" dropped by 40%.
• Campaign Success: 16% of low-donated campaigns transitioned to high-donated campaigns.
• Revenue Impact: Campaign creation revenue increased by 19% post-revamp.

Approach

The project addressed two primary challenges: campaigners’ lack of understanding of the process and their difficulty in creating compelling, trustworthy campaigns. To tackle these, the team designed a strategy rooted in user-centric research methods.

1. Exploration Phase: This phase aimed to uncover the underlying issues faced by campaigners. Interviews and journey mapping focused on identifying pain points, such as difficulties in writing impactful stories and uploading verified documents. The team selected 12 participants split between medical and non-medical campaigns, further categorized by high and low donation success.
2. Validation Phase: The goal of this test is to evaluate whether proposed design has better information about how to make campaign, has self-explanatory information architecture, and help to create a better quality of campaign. The participant of usability testing will be mainly focused on non user. They will be tested to evaluate the level of understanding of the new flow they never experienced or rarely informed to visualize or describe the real conditions. Clearer instructions, a streamlined user interface, and practical simulations, were introduced to build confidence and competence among users. Testing confirmed that these changes significantly improved usability and outcomes.

Journey/ Process

We began by listening to campaigners describe their process. Many low-performing campaigners were unsure how to structure a story that built trust. Verification steps felt confusing, and some lacked confidence with digital tools. Insights from this phase revealed that low-donated campaigners often struggled with creating quality content due to low tech-savviness and limited resources.

Using these findings, we prepared prototypes to simplify campaign creation and make the next step obvious. When we tested with lower SES and low tech-savvy participants, we faced a practical limitation. Writing a full story inside the prototype was difficult, so we used pen and paper to let participants write while the prototype guided the order and cues. This helped us see if the structure itself made sense.

The final implementation focused on an accessible and intuitive flow that supported campaigners through storytelling and verification. Participants who had struggled moved from hesitation to clarity, and the overall quality of campaigns improved as they followed the guided steps.

Result

The project underscored the importance of walking in the users’ shoes. By deeply understanding their challenges and needs, the team crafted solutions that empowered campaigners to thrive independently. The human-centered approach didn’t just solve problems, but also transformed lives by making it easier for those in need to find help.

This journey exemplifies the power of empathetic design and collaborative innovation in achieving sustainable impact.