Research for Social Interface of Crowdfunding Website by watson hsu

Professor Yu Hsiu Hung

Social Interface Research Research in social interface design for charities crowdfunding websites

Conference Research 2015-2016

Research of Social Interface

Crowdfunding and Social Interface

The crowdfunding industry has been growing over the past few years. Individuals and businesses are increasingly looking to raise funds through crowdfunding. Nonprofits are now using crowdfunding to connect with supporters and/or to raise public awareness. Research showed that supporters’ willingness to donate to charities had been a key to ensure consistent growth in fundraising.However, little research was performed to uncover the influences of social user interface design on donation willingness for nonprofit crowdfunding projects. The purpose of this study thus was to investigate how social user interfaces – i.e., consumer touch points on social network platforms − influence donation willingness towards charities.

Crowdfunding

Ideators

Donors

Platform

How to increase the motivation of donation?

There are some study investigated the reasons influence the motivation of donation. For example, how "prestige" influence the motivation ( Ariely et al., 2009), how "fundraise progress visualization" impact people's donation behaviors ( Cheema & Bagchi, 2011; Cryder et al., 2008) and how "commiment" influence the donation motivation.

Few study focus on the interaction between social interface and behaviors of donation.

UX Research & Design

We want to investigate how social interface influence the donation behaviors of people. Conduct a Study

Use the most followers and share times crowdfunding website, Crowdrise, as the template ( Annie Monigold, 2015). And use the charity issue as the crowdfunding theme to avoid personal preferences of donors.

We investigate the variable influence donor's motivation. According to literature review, we found that some elements will influence the motivation of donors. We redesign these elements to social interface. And sum up the independent variables of this study. Independent Variables: (1) Commitment, (2)Progress visualization, (3) Prestige. Level A

Level B

(1) Commitment

(2)Progress visualization

(3) Prestige

Research of Social Interface

To avoid stereotype of race, we use charity crowdfunding for stray dogs as the theme of the study.

Interface design consist of (1) picture of stray dog (2) share button and numbers of likes (3) intruduction of the crowdfunding program (4) percentage of funds raised (5) progress visualization and (6) scrolling donors' name

We conduct a questionnaire study.

UX Research & Design

Questionnaire Design

There are two part in the questionnaire: (A)Basic information of participants.( gender, age, occupation, charity donation frequency last year) (B)The impact of interface design on willingness to donate: Part 1: Participants gave a score according to the level of willingness to donate.(1-5 point, 1 point represents strongly disagree; 5 point represents strongly agree) Part 2: Participants recorded the reason for the score.

Variables

Independent Variables

Confounding Variables

(1) Picture of stray dog (2) Share button and numbers of likes (3) Colors of donate button and background

Participants

(1) Ramdonly sampling recruit at NCKU library and coffee shop. (2) 40 participants (20-46 years old, mead=25.8, SD=5.9) was recruited. (3) All participant should have at least one time donation in the past one year, and who donated more than four times will set to high commitment group, less than four times will set to low commitment group.

Procedure

Recruit Participants Questionnaire Part A Use the experience of charity donations in the past year as a screening. Those who have experience in charity donations will be include to further experiments. Questionnaire Part B The design of the interface is presented to participants in slide show on notebook computer for viewing and clicking. There is no limit to the duration of the experiment.

LATIN SQUARE

After the explanation for this study, we show the interface with different independent variables combination to participants one by one. To avoid Order Effect, we use Latin Square to arrange the interface order. And the interface with confounding variable were interspersed between interface with IV. Participants were awarded a 50$ gift 31

Research of Social Interface

Evaluation Results Descriptive Statistics

From the descriptive statistics, all the interface design were scored more than 3 point. The interface design got a highest score(Mean=3.65,SD=0.86) when it is combine with "heart Bar Chart ", "To-Date Information" and "With Scrolling Text"; The interface design got a lower score(Mean=3.18,SD=0.78) when it is combine with "Bar Chart", "To-Go Information" and "Without Scrolling Text";

Result of 3-way ANOVA

This study used Minitab 17 to conduct a 3-way ANOVA (fundraising progress, progress visualization, Donors name scrolling text) to investigate whether the variables have significant impact on the user's willingness to donate. We found that "Progress visualization"(F=5.76,p=0.037) and "Scrolling Text"(F=5.01,p=0.026) have significant effect to donation willingness.

UX Research & Design

Discussion & Conclusions

The purpose of this study is to explore how social interface design of the charity fundraising website affects the willingness of donors. And use the fundraising interface of Crowdrise, the website with the largest number of users in the charity fundraising , as a template to Identify the most attractive interface to donors. And then increase the amount of charuty fundraising. The experimental results show that the design of the donor name marquee can increase the willingness of users to donate.According to the participant's answer, the reason may be that this can enhance the user's reputation. However, there are also some participants concern about personal privacy issues. The interface design of the public donorâ&#x20AC;&#x2122;s name and donation amount reduces their willingness to donate. Therefore, when designing a charity fundraising donation interface in the future, we may consider adding anonymity to the name of the public donor, or let the user choose whether or not they are willing to provide the name of the donation and the amount of the donation to meet the needs of some users' privacy considerations. On the other hand, the results also show that the amount of heart-shaped funds raised in line with the fundraising theme is expected to increase the willingness of users to donate. According to the respondent's answer, the reason is that there will be a specific feeling of filling with love. Previous study has also pointed out that if the visual target graphic is related to the theme, it can further enhance people's desire to achieve goals (Cheema and Bagchi, 2011). The results of this experiment were also significant in the Subject (f=2.07, p<0.001). This is because the experiment included participants with high and low commitment. The effect of different participants on the two types of participants was different. The overall donation willingness score for this experiment is not high (all no more than 4 points), the main reason may be that the participants was informed before the start of the experiment that the fundraising case is only experimental rather than real fundraising, and the questionnaire is only based on pictures. Non-whole web page presentation, the realism of fundraising is reduced, which in turn affects the willingness of the respondents as a whole. In addition, the fundraising theme of this experiment is limited to help stray dogs, and the willingness of the participants will be impact by the theme, thus limiting the final outcome of the experiment.

Research of Social Interface

Re-Design

Interface Re-Design Progress Bar According to the result of study, it shows that visualize progress bar which match to the theme will increase the willingness of users to donate. Consequently, we re-design the progress bar, add the heart element to the theme of charity.

Donors' name scrolling text The result of study also shows that donors' name scrolling text will increase the willingness of users to donate when there has no privacy issue. Consequently, we add a scrolling text which show donors' name on the bottom of the progress bar.

Heart Progress Bar

Donors' Name

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Flow Modified

According to the users' feedback, we found that user would concern about privacy issue when their name are going to be shown on the website. Consequently, we add a check point before users' name be shown. Original flow chart

Modified flow chart (adding donors' name element)

Research of Social Interface

Re-Design

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Wireframe

We also modified the flow and wireframe after clicking the donate button. The check point page show after the payment page, to keep the payment process going smoothly.

Research of Social Interface

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