Overview
Helping Kids Sell Pizza!
Little Caesars Fundraising is a trusted brand that offers a brochure selling door-to-door program to help raise money for schools, sports teams and nonprofit organizations selling pizza kits. With the pandemic in full swing, our client was facing a dramatic drop in their ability to sell their school-based pizza kit fundraiser.
Goal
How might we design an experience that efficiently help people run the fundraiser and support contactless selling.
Objective
Responsive website
Add e-commerce experience
Support 4 user account types
Launch by their busiest season, Fall 2020
Project Scope
2020 - 6 Months
The Outcome
A Fundraiser That Delivers
From Brochure to a Contactless Digital Platform
My team delivered a mobile first responsive website. It supports 4 types of user account. Users can shop, manage, and track their fundraiser all online. The digital platform made $4.8 million in sales, 100k orders for nearly 200k PizzaKits sold and over 16k active sellers. Our team handed off final designs to LCE corporate to continue the work in-house.
The Design Process
Stakeholder Workshop
We kicked off the project with a stakeholder workshop with the goal to align on the north-star vision, to understand business constraints, and plan next steps.
Research & Discovery
My team conducted 12 user interviews to understand the journey, pain points, and identify gaps with the brochure platform to inform and make improvements to the digital product.
User Interview Key Insights
Selling Behavior
We discovered that there are two types of selling behaviors. One is proactive and motivated in driving sales and the other is passive and happy with any results.
Master Order
The most challenging part of running a fundraiser is going through the master order and money counting.
Pickup & Delivery
Consolidating for delivery and with a small pickup window freezer space is a challenge.
Core Users
The fundraiser is used by 3 personas across varying roles in, schools, non-profit organizations, and communities. Our users include chairpeople who runs and manages the program, sellers who are minors (within education), and buyers who are the ones supporting the fundraiser.
Our Approach
The user interviews helped us uncover their journey, process, and pain points to define our focus areas for the redesign in phase 1. Because we prioritized and scoped the experience for the varying core users, our team couldn’t meet the October deadline delivery. Instead, we launched a beta version to learn and make improvements from selected groups running live fundraisers in phase 2.
Real Time Data
Running and managing a fundraiser should be seamless.
Profit Tracking
Empower children to achieve their own goals through positive motivation
Shopping
Remove barriers for people to support and shop with ease.
Realtime Data
The brochure based program was all paper trail and cumbersome. It also revealed that chairpeople want a way to better manage and track their fundraiser.
Solution
Providing users a dashboard shows realtime data to track metrics, along with the ability to nudge, cheer sellers to better manage fundraiser. Sellers can personalize, track progress, and manage goal. Buyers’ dashboard view isn’t as complex but most importantly, they can see the kit goal and the impact of their support towards the goal.
Profit Tracking
It’s $6 bucks earned for every kit sold. It’s important that Chairperson, Sellers, and Buyers all have transparency into goals & profit. We learned that it’s usually the parents who run the fundraiser for their kid(s). We want to empower children to achieve their own goals.
Solution
This information helps chairperson to proactively manage their fundraiser(s). A seller can manage their goal and track their profit status. For Buyers, it can inform the impact of their support towards the goal. For example, if a seller has a goal of selling 5 kits and they need to sell 3 more, seeing that can influence the buyer to purchase at a minimum 3 kits to help the seller achieve their goal.
Direct Ship at No Extra Cost
Frozen kits are perishable products. Shopping online allows for direct ship. We hypothesis that users would like the direct ship but we found that there were concerns around the delivery fee.
Solution
It can help free up chairperson’s time & freezer space for consolidating for delivery. Going away from a scheduled bulk date eliminates the small window for order pickup & delivery. This has lead chairpeople chasing down sellers and parents to pick up kits before it perishes.
Guiding Users Through a New Experience
Change isn’t easy and running a contactless online fundraiser can be intimidating for people who were used to running it a certain way for so long. Starting and joining a fundraiser should be easy and intuitive.
Solution
During our interviews we heard that many of the chairpeople desired for more marketing materials to boost sales. To guide and give support for users we added some onboarding tools & tips within the registration process and provide additional fundraiser support on the homepage.
Design Solutions