This project is protected by a Non-Disclosure Agreement. While I cannot share specific designs or sensitive data, this case study outlines my process, strategy, and the high-level solutions we implemented. For a deeper discussion about my role and contributions, please feel free to reach out.
During the peak of the COVID-19 pandemic, a client approached us with a vision: to build a crowdfunding platform specifically for the Indian market. Unlike existing giants, they wanted something unique—a platform that felt trustworthy and culturally relevant. We were given complete creative freedom to research, strategize, and design the end-to-end experience.
Crowdfunding is a saturated market with established patterns. Our challenge was:
"How might we design a crowdfunding experience that differentiates itself from global giants while building the deep trust required for the Indian audience?"
Conducting user research during a lockdown presented unique constraints. Unable to do field studies, we had to be resourceful. We managed to conduct a rigorous 45-day research phase, prioritizing diversity above all else.
This wide demographic spectrum—from teenagers to retirees—shattered our initial assumptions. We learned that the barrier wasn't just "willingness to donate," but a fundamental gap in awareness and trust.
Since the core mechanic of crowdfunding (people funding people) is universal, our innovation had to come fromhow the experience was framed. We focused on four key pillars:
Trust was the single biggest friction point. We designed specific UI interventions—transparent fund tracking, verified campaigner badges, and clear impact reporting—to reassure users that their money was safe and going to the right place.
We moved away from the generic "listing" view. Instead, we framed projects as stories. By explicitly defining the narrative structure for campaigners, we ensured that every project page felt compelling and professional by default.
Our interviews revealed that many potential donors simply didn't know such platforms existed. We designed onboarding flows that educated users not just on how to use the app, but why crowdfunding matters, turning skepticism into participation.
Design is nothing without performance. We proposed discovery algorithms that balanced popularity with "freshness," ensuring that new campaigns didn't get buried and that users from diverse backgrounds could find causes relevant to them.
This project was a pivotal moment in my career—my first deep dive into industry work. Beyond the pixels, it taught me the immense value of research-led design. By listening to a diverse group of users rather than relying on assumptions, we were able to pivot from building "just another platform" to creating an ecosystem built on trust and accessibility.