Empowering People to Achieve Their Goals Through Crowdfunding

About Vaki

Vaki is a leading crowdfunding platform in Latin America, with over 436,941 contributions as of February 2023. It offers a wide range of fields for crowdfunding campaigns, from entertainment among friends to large-scale social initiatives.

I worked for Vaki as UX Researcher and Designer from March to October 2021.

The Purpose of Revising the Home Page of Vaki

By analyzing both quantitative and qualitative data from moderated usability tests and Google Analytics, we uncovered key insights that led us to conclude that significant home page changes were necessary.

• Attracting people to create campaigns is just as crucial as securing support for existing ones. We needed to highlight the advantages of starting their initiatives on our platform to visitors. Vaki has different brands for various types of campaigns.

• To better serve our users' needs, we deemed it important to emphasize these brands and make it easier for people to find the right Vaki brand to fit their objectives.

• During user testing sessions, we identified several opportunities for enhancing our UI to deliver a more user-friendly experience.

Who Visits the Page

Google Analytics revealed that campaign creators were the most frequent visitors to the home page, as supporters would directly land on the campaigns they intended to support.

What We Wanted to Display

The previous home page emphasized the "search for a campaign" action and concealed the option to create a campaign. Campaign cards were displayed in several rows, with information for campaign creators placed at the end.

Revamping the Home Page Experience: An Overview

While retaining some elements from the previous home page and adhering to the Material Design guidelines already across the site, we introduced a series of changes aimed at increasing the number of campaign creations.

First Impression Count

As soon as visitors begin their journey on the site, the total number of contributions for each campaign is displayed. Then, a call-to-action specifically aimed at potential campaign creators is presented.

Results from usability tests revealed that creators often overlooked the Help Center, missing crucial information for launching a successful campaign. To address this, we added a call-to-action for new users that guides them to the article containing new information. Highlighting users' potential with Vaki

Before introducing Vaki's brands to users (such as Vaki Social, Vaki Politics, Vaki Sponsors, among others), we draw the attention of potential creators to the specific purposes of their initiatives.

Results from usability tests revealed that creators often overlooked the Help Center, missing crucial information for launching a successful campaign. To address this, we added a call-to-action for new users that guides them to the article containing this information.

Establishing Trust with Campaign Stories

Vaki's blog was primarily promoted through social media, but now it has a prominent spot on the main page, allowing users to find inspiration through success stories.