World Citizen Case Study for Donation App


World Citizen is a hypothetical humanitarian organisation with a vision to help people and provide them with needed supplies. One of their goals is to help people anywhere in the continent donate clothes to those who need them.

Problem Statement

The global annual consumption of textiles per person has increased from 7 to 13kgs per person in the last two decades, reaching a total of 100 million tonnes, out of which two-thirds end up in landfills. Our solution aims to persuade people to donate their old clothes rather than disposing them.

Users & Audience

To make donating clothes cool and trendy, the app targets users from any demographic.

Roles & Responsibility

As a design intern for Zuri X Ingressive4good’s Internship program, this was an individual project assigned to each intern. As a result, I carried out the generalist role of a UX designer.

I conducted the user research, analysed the data, ideated solutions, came up with the visual design, and conducted a usability test.

Scope & Constraints

I had three weeks to complete the project. This, amongst other things, was the major constraint I faced. While three weeks may look like enough time, I had to consider the complexity of each task to ensure that I had accurate data.

The main research objectives of World Citizen were to discover:

How people handle their old clothes.

The factors people consider when donating their old clothes.

The current frustrations or pain points they face when donating their old clothes?

The Process

I made use of the design thinking process. It is one of the most popular and effective processes in design. It was progressive and iterative at the same time. It began with the Empathise stage and progressed to the Testing stage.

Empathising With the Users

I set out to interview five participants. The data I gathered from this method of research is qualitative. It was descriptive enough to answer the questions derived from the research objectives.

I found that participants see donating clothes as a duty but hardly donate to charities because they are inaccessible. Asides from this, some participants fear donating to unknown people for religious reasons.

Define: Finding The Problem

To analyse data gathered from the empathise stage, I organised interview notes into an empathy map.

The empathy map helped to streamline the challenges participants faced while donating clothes. From this, I discovered participants’ pain points. Participants face six challenges:

  • Inaccessible Organisations/Charities
  • Lack of Funds
  • Unfair delivery prices
  • Fear of donating clothes to unknown people
  • Excessive time is taken for donations to get to beneficiaries
  • Ungratefulness of beneficiaries.

With this data, I created two personas. They served as a summary of my potential users. From this point onwards, my research focused on what Gabriel and Priscilla would love to see.

Ideate: Redefining Solutions

For this stage, I took each pain point, one after the other and asked: How might we solve this issue? The ideas showed that World Citizen would need three actors to keep the app running. The actors are the donors, the admin (middlemen) and the charities/organisations. I sorted the ideas using an impact-complexity matrix. The ideas in the “high value/low effort” quadrant were given more priority than the rest.

For World Citizen, ideas in this quadrant are more viable because they add more value to the organisation and require low effort to implement.

As a result, I came up with 10 WOW features, otherwise known as solutions. The wow features are:

  • Users can donate clothes with the app.
  • A breakdown of delivery costs.
  • Geolocation of organisations/charities with GPS.
  • Users can accept or reject donation requests from charities.
  • Users can track their donations.
  • Users can choose to deliver their donations physically or through a dispatch rider.
  • Users have access to an organisation’s profile.
  • Users can give feedback after they have donated to a particular charity.
  • Users can pay for deliveries with donation points.
  • Users receive daily prompts triggering them to donate.

Prototype: Improving the Donation Experience

For each wow feature I generated a user flow and user journey map. I created digital sketches of each flow. I converted these sketches to low and high fidelity prototypes.

These deliverables helped to determine the main navigation and interactions of the app. The prototype stage was by far the most difficult. I found myself going back and forth between the prototypes and the sketches, trying to perfect the solutions. The process became iterative, and I found out that I needed to modify some of my decisions in previous stages.

The outcome for the prototype stage was the high-fidelity prototype.

My primary colour is green. Green stands for life, energy, nature and harmony. The dark shade of green makes the design stand out.

I used a Sans-serif font called Poppins.

Make A Donation

The main task users should be able to perform on the product is to donate clothes.

However, how the users make the donations matter. These are what my solutions (WOW features) addressed.

Problem: Inaccessible Organisations/Charities


  • Geolocation of organisations/charities with GPS. Users can locate organisations nearby with their GPS.
  • Users receive daily prompts triggering them to donate.

Problem: Lack of Funds & Unfair delivery prices


You can call this killing three birds with one stone. I found that solutions geared towards solving the users financial problems also apply to solving the problem of unfair delivery prices.

  • Users receive a breakdown of delivery costs. This will ensure that users understand the cost of deliveries.
  • Users can earn donation points after they have donated clothes. They can also pay for deliveries with donation points.
  • Users can choose to deliver their donations physically or through a dispatch rider with the donation form. If users see the breakdown of costs and do not have the funds, they can donate physically.

Problem: Fear of donating clothes to unknown people and organisations


  • Users can accept or reject donation requests from organisations. This allows users to check out an organisation before they donate clothes to them.
  • Users have access to an organisation’s profile. Each organisation has a profile on the app. Users can view the profiles, photos and reviews of the organisation to know if it is a good fit for them.
  • Users can give feedback after they have donated to a particular charity.

Problem: Excessive time is taken for donations to get to beneficiaries.


  • Users can track their donation’s status.

Problem: Ungratefulness of beneficiaries.


  • Users can receive feedback from charities through the chat feature.


After creating prototypes, I conducted an unmoderated usability test on the prototype with ten potential users. I did this to gain feedback from potential users and see if they found my solutions effective and easy to use.

View Full Demo Here

Using the prototype above, I asked participants to make a donation with the prototype and answer survey questions. The questions focused on the experiences of participants while using the prototype, their challenges, if they would use the product in real life, and what they liked most about the prototype.

Outcomes & Lessons: What Happens in the End?

Results from testing show that 70% of participants would use the product in real life. Most participants found the prototype to be simple, intuitive and hitch-free. However, the prototype does not solve the problem of fear users have in organisations. Regardless, most participants were excited about “automating the humanitarian experience”.

Overall, improving the donation experience for a wide variety of users has led me to understand that most users see donating clothes as a duty. However, a gap exists between donors and organisations. World Citizen attempts to bridge the gap, to make donating clothes trendy, cool and easy for everyone.

Tools Used: Miro & Figma