CaringCrowd.org (Johnson & Johnson)
CaringCrowd is Johnson & Johnson's crowdfunding platform for public health projects.
To enhance the site's user experience in a way that promotes participation and funding for projects, attracts new project owners, establishes a strong foundation to grow the platform, and reinforces Johnson & Johnson's role as a global healthcare leader.
There are two different types of people who use CaringCrowd: project owners and potential project donors, and these two groups have distinctly different needs. Project owners needed more education and guidance on creating a project on the site and with engaging with their donors. For donors, it was important for them to feel a personal connection with a project/organization. We also needed to build their trust in the platform and establish credibility.
We updated the user experience, messaging and visual layout based on the needs of each target audience.
We made the site scannable, letting statistics and images tell the story where appropriate. Real images and statistics helped build us credibility and trustworthiness with users. We made the overall experience more guided and transparent; users know exactly who we are, what to expect and how the donation would be spent. We even created downloadable toolkits for project owners.
Results
2017 SXSW Interactive Innovation People's Choice Award Winner
2017 SXSW Interactive Innovation Best Responsive Design Nominee
2017 Johnson & Johnson James E. Burke Marketing Award
How It Works Page
Create a Project Page
Support a Project Page
Project Detail Page
We created a template to help guide the project owners tell their story. We divided it into three parts: The Challenge (the public health problem they seek to help), Our Solution (the specifics on how their project will help fix this problem), Your Impact (specific, transparent breakdown how they will use the funds raised).
Project Creation Dashboard
Global Public Health Page
Agency: R/GA