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Ashling Smith 

MSc User Experience Design

Senior UX/UI Designer with five plus years of experience in user-centric design. They are known for their passion for creating products prioritising empathy and accessibility for all users and their ability to craft engaging and intuitive user experiences. Through their design thinking, research, and prototyping skills, they consistently deliver exceptional solutions that meet the needs of users and businesses alike—constantly seeking to improve their craft through ongoing learning and experimentation.

The Charities Regulatory Authority (CRA) is an independent statutory body that is responsible for ensuring that charities in Ireland are transparent, accountable and operate in the public interest. According to a study by the CRA in 2020 with 1000 participants, 30% said they do not check if a charity has a Registered Charity Number (RCN) before donating, 12% admitted they did not know what an RCN was, and 36% rated the trust and confidence they have in charities generally. Trust has been identified as a problem requiring design solutions and user testing. This project will explore why charities were chosen as a topic, the identified problem, and the motivations behind addressing it. The research explores a convenient way to support various charitable causes by using a single marketplace app that allows you to donate to multiple charities and accounts in one place.
This research methodology uses the double diamond method to answer the research questions about creating a one-stop-shop charity app that establishes users' trust and ease of use. The research questions are: Does the level of information provide influence a user's trust? Does allowing users to donate to multiple charities in a single transaction help with ease of use? The Double Diamond design model is a four-stage process that helps designers organise and improve the creative process. The stages include Discovery, where research is conducted to better understand the problem; Definition, where the project goals and scope are defined; Development, where the plan made in the Definition stage is executed; and Delivery, where the prototype is tested. By following this model, designers can create more effective solutions to complex problems.
A pilot testing session was conducted with three participants to evaluate the usability of Variants A and B. The feedback received indicated that the questions were too lengthy and complicated, and that users had difficulty completing the checkout task on Variant A because they did not notice that the charity was pre-selected or how to proceed. On Variant B, users mistook the heart icon for a donation selection, causing confusion. In response to this feedback, the task description was simplified and made more user-friendly. Additionally, the selector on Variant A was made more prominent, and the heart icon was removed to avoid distracting users from the main task.
By offering two distinct variants for the donation task, our design project aims to provide different approaches to meet the needs and preferences of different users. Variant A offers a guided and curated experience, while Variant B allows for more flexibility in search queries. The differences in these variants highlight the importance of considering user preferences and expectations in the design process to create a user-friendly and effective interface for donating to a charity.
During the A/B testing, Variant A received positive feedback from two out of four users. They appreciated the transparency and credibility of the donation process, including breakdowns of where the donation goes and registered charity numbers. Variant B faced issues mentioned by two out of three users, including confusion in selecting charities, a desire for more information before donating, and difficulties with navigating the checkout process. These user insights provide valuable feedback to enhance trust and ease of use in the charity platform design.
Throughout the video, you will witness the journey of the researcher as they dive into the intricate world of user experience design. They meticulously crafted two versions of the platform, each with distinct design elements and user interactions. By splitting users into two groups and exposing them to the different versions, valuable data was collected on user behaviour, preferences, and overall satisfaction. The walkthrough begins by outlining the project's objectives and research questions, providing a solid foundation for the subsequent A/B testing process. You'll gain insights into the meticulous planning and execution of the test, including the selection of appropriate tasks to measure trust and ease of use.
Project Description

This UX design project is for a charity marketplace app for all registered charities in Ireland, focusing on trust and ease of use via A/B testing and the Double Diamond Method. It explores the charity app landscape, identifies user and charity challenges, and applies the four phases of the Double Diamond Method: Discover, Define, Develop, and Deliver. Extensive user research guides the Discover phase, while the Define phase synthesises findings into problem statements, goals, and personas. The Develop phase incorporates user-centered design, and the Deliver phase conducts A/B testing to evaluate trust and ease of use. Although no statistical difference was found, qualitative data provides valuable insights. Recommendations emphasise user-centric design and acknowledge study limitations.


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Enhancing the User Experience of a Charity Platform: A Study of Trust and Usability

This thesis presents a UX design project that aims to design a charity app for all charities based in Ireland, focusing on measuring trust and ease of use through A/B testing and utilising the Double Diamond Method. The research begins with an in-depth exploration of the current landscape of charity apps in Ireland and identifies the gaps and challenges faced by users and charities. The Double Diamond Method, a well-known design thinking approach, guides the UX design process, including four distinct phases: Discover, Define, Develop, and Deliver.

The Discover phase involves extensive user research and identifying user needs, pain points, and requirements for the charity app. The Define phase the research findings to define the app's problem statement, goals, and objectives and create personas and user journeys to guide the design process. The Develop phase focuses on designing and prototyping the app, incorporating user-centred design principles. Finally, the Deliver phase involves conducting A/B testing with both qualitative and quantitative data to evaluate the app's trust and ease of use. The data was analysed and interpreted; the qualitative data revealed valuable insights into user preferences, behaviours, and perceptions of the app's usability and trustworthiness.

The dissertation concludes with recommendations for further enhancements and potential future applications of the charity app, highlighting the importance of user-centric design.


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