DailyKarma is a Shopify extension that allows merchants to create campaigns on their site to encourage charitable giving from their customers.

Through user surveys, session recordings, stakeholder meetings, service tickets, and conversations with users, the DailyKarma team and I identified three crucial pain points contributing to the app’s recent churn—

1. Lack of UX cohesion between the Shopify platform and DailyKarma extension.

2. Lack of guidance on how to set up a campaign and edit/maintain it.

3. Lack of analytics storytelling to decipher campaign performance.

By re-designing DailyKarma’s app to be consistent with Shopify UX and UI, there’ll be less cognitive overload on users, as they won’t have to oscillate between two different experiences. At the same time, creating guidance via precise copy and illustrative examples in the campaign workflow would better accommodate easy setup. As for analytics, it was crucial to leverage copywriting to give a voice and story to numbers and data.

Strategy
Re-design, information architecture, copywriting

Role
Product design & management • Nov 2020 — Mar 2022

Award
L’Oréal Canada Open Innovation Program 2021 Winner