@PK

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Projects

About

@PK

Projects

About

COOP Crowdfunding

COOP Crowdfunding

A service design project that unveils how extensive user research can lead to great results.

A service design project that unveils how extensive user research can lead to great results.

Approach

Approach

Service design & UI/UX Design

Service design & UI/UX Design

Duration

Duration

6 months

6 months

Grade: 10 (A)

Grade: 10 (A)

Overview

Our team reimagined the service of COOP Crowdfunding, a platform for supporting sustainable projects. Here, project owners can post their sustainable projects so that backers can help support them financially.

Our team reimagined the service of COOP Crowdfunding, a platform for supporting sustainable projects. Here, project owners can post their sustainable projects so that backers can help support them financially.

Problem to solve

Problem to solve

In our original brief, COOP wanted to explore how they could foster a stronger sense of a digital community on their platform COOP Crowdfunding. They envisioned an online space where people could join groups of interest and debate about sustainability issues. The thought was that this could result in the users pitching ideas online and that this would result in more sustainable projects neing created.

In our original brief, COOP wanted to explore how they could foster a stronger sense of a digital community on their platform COOP Crowdfunding. They envisioned an online space where people could join groups of interest and debate about sustainability issues. The thought was that this could result in the users pitching ideas online and that this would result in more sustainable projects neing created.

Solution

Through our research, we discovered that users are passionate about sustainability and want to contribute beyond just financial support. Inspired by this, we designed a service that allows users to offer their time and skills, fostering a stronger community and increasing project success.

Through our research, we discovered that users are passionate about sustainability and want to contribute beyond just financial support. Inspired by this, we designed a service that allows users to offer their time and skills, fostering a stronger community and increasing project success.

Introducing: Crowdhelping

Backer User Journey

As a backer, when registering, you have the option to disclose the skills you possess and are willing to contribute, spanning from professional expertise to everyday services such as transportation or making coffee. When a backer explores the various projects, they are informed about the specific skills sought by each project, allowing them to apply to contribute those sought-after skills. If the backer is interested in supporting a project, they can now contact the project owner in order to become a part of the project.

As a backer, when registering, you have the option to disclose the skills you possess and are willing to contribute, spanning from professional expertise to everyday services such as transportation or making coffee. When a backer explores the various projects, they are informed about the specific skills sought by each project, allowing them to apply to contribute those sought-after skills. If the backer is interested in supporting a project, they can now contact the project owner in order to become a part of the project.

Project Owner User Journey

After having created your sustainable project, as a project owner you are able to view the profiles of backers that are currently looking to support projects. After having found a backer that has the competencies and skill the project owner is looking for, they can now contact the backer and start discussing further details.

After having created your sustainable project, as a project owner you are able to view the profiles of backers that are currently looking to support projects. After having found a backer that has the competencies and skill the project owner is looking for, they can now contact the backer and start discussing further details.

How did we get reach the solution?

Eco-system mapping

We conducted preparatory research to better understand the digital crowdfunding landscape in general. This included doing digital ethnography of different crowdfunding platforms such as Kickstarter and IDA Crowdfunding, in order to understand what others services provide, but also to explore how the existing CC (COOP Crowdfunding) platform worked in its entirety in comparison its competitors. During this phase we found that, overall, there was potential to be found in terms of affording more user interaction. Additionally, CC's original service model focused on inviting backers to financially support projects through lending or rewards. We chose to enhance this by expanding the options available to backers, giving them more ways to support their favorite sustainable projects.

We conducted preparatory research to better understand the digital crowdfunding landscape in general. This included doing digital ethnography of different crowdfunding platforms such as Kickstarter and IDA Crowdfunding, in order to understand what others services provide, but also to explore how the existing CC (COOP Crowdfunding) platform worked in its entirety in comparison its competitors. During this phase we found that, overall, there was potential to be found in terms of affording more user interaction. Additionally, CC's original service model focused on inviting backers to financially support projects through lending or rewards. We chose to enhance this by expanding the options available to backers, giving them more ways to support their favorite sustainable projects.

Initial interviews with backers

Our first round of interviews were conducted with three backers. We explored what motivated them to support sustainable projects, and found new openings that could result in more value for them. From these interviews we generated themes that ran across our data:

Our first round of interviews were conducted with three backers. We explored what motivated them to support sustainable projects, and found new openings that could result in more value for them. From these interviews we generated themes that ran across our data:

When can we meet?

We found that two of the backers were interested in meeting with the project owners at events.


“Coop could create a sort of whitepaper where they describe how project owners can engage their local communities through events. This could involve events where users provide feedback or visit the farm where the product is made." 

Stories drive motivation

Two of the backers told us that they were motivated to support projects that told ‘a good story'. In their eyes, a good story revolved around putting the purpose of the project at the forefront, thus making it clear as to why they should support that project.


“It is not about getting a diploma (...) it is more so to make these stories come alive. Because they are good stories (...). Everybody loves the success story of the little guy who finds a hole in the market and tricks the bigger corporations.” 

How can I help?

We found that the backers were interested in helping the projects flourish in more ways than only giving money.


“(...) if there was someone who said: ‘are there anyone who can stop by and pack some boxes for three hours (...) I have a lot of time in my everyday life, I do not have a family, so I would be inclined to do that.”

Co-design workshop with project owners

After having found openings that could help motivate the backers to support more projects, we conducted a co-design workshop with the project owners to see their side. Here, we explored what they value regarding community and how it manifests in the physical and digital world, while also exploring possible future states of the crowdfunding platform. To ensure a red-thread in our project, we explored our findings from the backers. To gain an overview of our findings, we developed themes:

After having found openings that could help motivate the backers to support more projects, we conducted a co-design workshop with the project owners to see their side. Here, we explored what they value regarding community and how it manifests in the physical and digital world, while also exploring possible future states of the crowdfunding platform. To ensure a red-thread in our project, we explored our findings from the backers. To gain an overview of our findings, we developed themes:

Community is physical

The PO's generally seemed to value being together with people around common activities, having no problem being the facilitator of such events.


"Definitely community with people up close. I am very much up for meeting people where you can see the eyes and smiles of them (...) I like this idea with humans at the center, I think that crowdfunding should be all about human relations." 

More interaction with followers

The PO's wanted a digital platform where they could engage more with the backers. They wanted to be able to upload pictures and to be bale to conctact them:


“That’s where the CC platform has its limitations. There is the forum, but it is very impersonal. I would like to have more interaction with my followers. You can’t upload photos, it is just standard text. It would be cool if it was more like Slack, with GIFs, links and more interactivity"

Receiving support in other forms

The PO's were very keen on the idea of receiving help from the backers in other ways than simply financially.


“It would be of great interest for me to get other means than capital as contributions from backers”.


"“It would be great if we not only specify how much money we want to raise at the start of a project, but also what we need help for”

Concept test with backers and project owners

To evaluate our service concept, we invited a backer, and a project owner whom we had previously met to test our prototype. Our evaluation involved a think aloud test, where they explored our prototype while vocalizing their thoughts. Subsequently, we conducted semi-structured interviews, asking questions such as: 'What do you see as the positives and negatives of this service?' and 'Is there anything you feel is lacking?'. Additionally, we inquired about the emotions they might anticipate before, during, and after interactions with a PO or a backer, aiding in the development of our final user journey map.

To evaluate our service concept, we invited a backer, and a project owner whom we had previously met to test our prototype. Our evaluation involved a think aloud test, where they explored our prototype while vocalizing their thoughts. Subsequently, we conducted semi-structured interviews, asking questions such as: 'What do you see as the positives and negatives of this service?' and 'Is there anything you feel is lacking?'. Additionally, we inquired about the emotions they might anticipate before, during, and after interactions with a PO or a backer, aiding in the development of our final user journey map.

Via our concept tests, we discovered that ourtest participants  were keen on the service idea as a whole and found it valuable. After trying our prototype, the backer explained:

“It [the service] could give me a feeling of being involved in things, which I think could be exciting when it comes to a lot of the different projects.”

The PO mentioned that it could heighten his competencies and skills, stating:

“I would like to use it!”.

However, there were still important aspects that were highlighted as missing from our prototype. The PO emphasized the value of being able to match with other POs for idea brainstorming and expressed interest in matching with and assisting aspiring POs, similar to the help received from CC when starting projects. The super-backer stressed the importance of aligning expectations early with the POs for the service to succeed: 

Via our concept tests, we discovered that ourtest participants  were keen on the service idea as a whole and found it valuable. After trying our prototype, the backer explained:

“It [the service] could give me a feeling of being involved in things, which I think could be exciting when it comes to a lot of the different projects.”

The PO mentioned that it could heighten his competencies and skills, stating:

“I would like to use it!”.

However, there were still important aspects that were highlighted as missing from our prototype. The PO emphasized the value of being able to match with other POs for idea brainstorming and expressed interest in matching with and assisting aspiring POs, similar to the help received from CC when starting projects. The super-backer stressed the importance of aligning expectations early with the POs for the service to succeed: 

User Journey Map

We used the map to highlight the human experience and interaction between backers and project owners. Through interviews and workshops, we captured the emotional journey as users transition from digital engagement to in-person meetings. One project owner expressed “joy and gratefulness to receive help from backers,” while a backer described the skill exchange as “an exciting experience to be part of something important and worthwhile.” These insights emphasize the profound emotional and inspirational impact of our service, showcasing the value of real human connections in driving meaningful projects.

We used the map to highlight the human experience and interaction between backers and project owners. Through interviews and workshops, we captured the emotional journey as users transition from digital engagement to in-person meetings. One project owner expressed “joy and gratefulness to receive help from backers,” while a backer described the skill exchange as “an exciting experience to be part of something important and worthwhile.” These insights emphasize the profound emotional and inspirational impact of our service, showcasing the value of real human connections in driving meaningful projects.

Value Exchange

By integrating a physical aspect into the user journey, we unlock new value exchanges between backers and project owners, emphasizing intangible benefits like human connection and shared interests. The real value of Crowdhelping isn’t just in digital connections but in the physical interactions that foster idea exchange and community around sustainable projects. This approach enhances value for both backers and project owners, driving more projects to launch and succeed, ultimately benefiting COOP Crowdfunding.

By integrating a physical aspect into the user journey, we unlock new value exchanges between backers and project owners, emphasizing intangible benefits like human connection and shared interests. The real value of Crowdhelping isn’t just in digital connections but in the physical interactions that foster idea exchange and community around sustainable projects. This approach enhances value for both backers and project owners, driving more projects to launch and succeed, ultimately benefiting COOP Crowdfunding.

Learnings

I learned the importance of thinking holistically about service design. By deeply analyzing our user research, we crafted a solution that delivered greater value to the users and that seperated CC from its competitors. However, we faced the challenge of managing client expectations — CC initially wanted to focus on digital features, while our insights showed that the real impact was in creating meaningful physical interactions. Successfully aligning these perspectives was a key learning experience, demonstrating the value of balancing user needs with client goals.

Our iterative design process was key to refining the service. We continuously gathered feedback through workshops, interviews, and a broader survey. However, the survey included all entrepreneurs, which was slightly out of scope for our specific focus on sustainable projects. This taught me the importance of aligning research methods closely with project goals. While the survey provided valuable insights, it also highlighted the need for targeted research to ensure we’re gathering the most relevant data for informed decision-making.

I learned the importance of thinking holistically about service design. By deeply analyzing our user research, we crafted a solution that delivered greater value to the users and that seperated CC from its competitors. However, we faced the challenge of managing client expectations — CC initially wanted to focus on digital features, while our insights showed that the real impact was in creating meaningful physical interactions. Successfully aligning these perspectives was a key learning experience, demonstrating the value of balancing user needs with client goals.

Our iterative design process was key to refining the service. We continuously gathered feedback through workshops, interviews, and a broader survey. However, the survey included all entrepreneurs, which was slightly out of scope for our specific focus on sustainable projects. This taught me the importance of aligning research methods closely with project goals. While the survey provided valuable insights, it also highlighted the need for targeted research to ensure we’re gathering the most relevant data for informed decision-making.

Lets work together

Say hi

perkristianlinnemann@outlook.com

Lets work together

Say hi

perkristianlinnemann@outlook.com