Type

Life Church Giving Feature

Role

Product Design Lead

Tools

Figma

Timeline

Aug 2021 to Present

Life Church Digital Generosity

The giving feature on the Life Church app is where people begin their generosity journey and grow their relationship with God. It is very important for Life Church because 90% of the gifts that Life Church receives every year come from it.

I have been working as the Design Lead on the giving feature since August 2021, and my goal has always been to provide a frictionless giving experience for people who feel a passion to trust God financially!
🎯 Outcome

The new giving experience has increased giving conversion rate by 15.2% on iOS.

The new giving experience has increased giving conversion rate by 5.8% on Android.

In the year of 2022, Life Church's giving increased by 4% compared to the previous year. This growth is significant considering that Life Church initially predicted a decrease of 3% due to the prevailing economic situation.
I started my research with the question: "What is the current behavior pattern of givers, and what insights can we gather from this pattern regarding the pain points our givers are facing?"

After quantitative research and conducting a series of user interviews, here is some of the findings I've discovered:

Based on research, we summarized the key pain points from current experience.

⏳ Givers need a simple and quick giving experience so they can finish giving during the givin momment of service.
🧠 Current interface feels too complicated and impossible to complete.
💳 No payment method is the bigges obstacle that first-time givers are facing.
🎉 Givers lack motivation to continue their giving.

Besides those user goals, one organization goal we have is to increase the number of the recurring gift givers!

Solutions

To reduce the cognitive burden of completing the giving form, the information hierarchy was reorganized. Relevant selectors were combined and brought closer together, while less important selectors were deemphasized.
Simplify the process to complete the giving form:

1. Automatically set the location for users when they enter the Geofence of a Life Church location.
2. Provide more information for different funds to help them make a decision.
3. Simplify the process of adding a payment method.
4. Enable users to give without an account using Apple Pay and Google Pay.

Motivate users to be more generous through revealing them the impact that their gifts have made at through Life.Church.