Pigeon Mobile App

Project Summary

In direct response to the pandemic, it became apparent quickly that there exists a gap in donating medical supplies directly to those that need it so desperately. Monetary donations leave the donor wondering if their donation actually helped in any way. Pigeon is our way of filling that gap. Pigeon allows for physical donation of goods, no matter how few, to trusted campaigners who truly need a helping hand.

Project Details


Spring 2020




UX/UI Design, Branding

The Problem

Hospitals are in desperate need of personal protective equipment and are looking toward their communities to source donations. Donation paths are unclear and vary from hospital to hospital. Despite being assured that every donation matters, donors face multiple dead ends which often leads to them giving up.

User flow based on the director of policy and strategic initiatives at the CAFP’s instructions.


After investigating the current recommended procedures for donating small items we found an opportunity. A platform for donors and campaigners to easily facilitate small and large donations. This platform's viability goes beyond the current pandemic climate as this platform helps users discover where their unused items are needed which eliminates the inconvenience of trying to find a home for their items that would otherwise sit gathering dust.

This platform should offer the following affordances:

  • Campaign discovery
  • Clear donation process
  • A sense that every donation counts

With these in mind we created the ideal user flow with our ideal platform


To identify the wants and needs of the potential users for our platform we conducted a series of surveys gathering information that we would need to narrow our focus. These questions were focus arround the action of donating and creating a fundraiser. Biggest frustrations/shortcomings of donating and being a fundraising manager. Another key area that was needed to be exposed more was the emotional side of donation. Here is a list of our areas of focus:

  • Motivations to donate
  • Barriers when donating
  • Emotions associated with asking for help

Here is a word cloud based that was instrumental to helping us understand the emotional state people are in when asking for help.

"Think of a time when you had to ask for significant help; how would you describe that experience using only emotions?"

Pain Points

Using the research results, we synthesized our insights into user pain points. We quickly realized the pain points needed to be split up into our two main users. Therefor the platform was here-on approached with two perspectives in mind. The campaigner (the user asking for help) and the donor (the user giving help).


  • Anxiety from asking for help
  • Difficulty spreading awareness of a campaign
  • Difficulty managing multiple pick-up resources/drop-off process
  • Quality control
  • Trusting source of donation
  • incentivizing people to donate --> make it fun
  • Trouble showing authentic gratitude
  • Being perceived as authentic as an individual campaigner


  • Difficulty finding info to contact with receivers
  • Shipping is cumbersome
  • Lack of transparency when it comes to donating process
  • Lack of acknowledgment for volunteering/donating
  • Trust-worthiness of company/org/service & campaigner
  • Difficulty finding a cause that they care about
  • Lack of incentive to donate if user only has one or few items; doesn't think it'll make an impact
  • Ambiguous line between products that aren't quite worth selling but seem too valuable to just give away to Goodwill

These two perspectives are quite different after further investigation. The campaigner is focused on establishing trust and managing donations themselves. The donor has issues finding a campaign they genuinly care about as well as feeling like their contribution mattered.


Since these two user's were so different, we made personas to make their pain points tangible.

Reframing the problems in the current userflow with personas in mind helped personalize the topic and better understand what are the key issues we needed to tackle in this project.

How Might We...?

Using our pain points and personas, we created 6 how might we statements to allow us to focus on the main areas that needed to be addressed.

  • How might we facilitate the transportation of donations
  • How might we connect people with causes they care about
  • How might we mitigate fraud
  • How might we alleviate the emotional burdens of asking for help
  • How might we get users excited about donating
  • How might we encourage communication between both parties

Competitive Analysis

Looking to other companies in the industry for alternative solutions to our How Might We's was our next step. We needed relevant insight into how these companies handle campaign creation and particularly delivery scheduling. As these are the two main user flows our platform we focused on companies that offered similar features.

Kickstarter boasts a minimal interface that conveys heaps of useful information about campaigns.
UberEats offers a quick 4 screen flow from home menu to checkout.
GoFundMe offers great flexibility when creating a campaign and includes a useful share screen after publishing.

These three companies, and many more, proved to be useful while considering the feature set our platform should accommodate. Interestingly though, GoFundMe and Kickstarter do not offer a verification step in their campaign creation which could lead to fraud. Looking at competitors not only for their positive insights but also their potential lack of functionality was an important step in our process.

Blue Sky Ideation

Using our insights from analyzing competitors in regards to our how might we statements, we ideated on potential solutions followed by a silent sort. Categories were assigned to each team member to begin fleshing out new features.

Idea Sorting after Blue Sky Ideation

After a collaborative ideation session we entered a silent idea sorting process. There was no communication, this is to help mitigate the impact others have on opinions. After the sorting is complete we walked through each section and why each one was important, always relating back to our How Might We statements.


After individual feature ideation we came together to combine our ideas and flush out how they would fit on the platform together. We laid out the foundation of our sitemap to understand how users would interact with the app before visuals got involved, as they can be a bit distracting in this phase.

A key takeaway from our sitemap was the menu division. Originally we invisioned a split home screen. One screen was your typical campaign list the other screen would be focused on campaign management. Although after discussion it became too confusing having these two userflows that are so disparate of each other be housed in the same location on the app. We decided on splitting the platform into 4 distinct categories.

  1. Home
  2. Profile
  3. Campaigns
  4. Donations

These four sections would split our app and house all of the features we ideated on.


With our platform structure laid out low-fidelity wireframes were created for our key user flows. Such as campaign creation and donating.

The goal of these wireframes was to ensure user wayfinding was prevalent and these core functions were intuitive. Some key takeaways included splitting up sections of campaign creation to ensure the user's don't feel overwhelmed and intimidated by creating a campaign. This is important when also considering the emotional burden that asking for help brings.

Reflection and Next Steps

Pigeon simplifies the donation process by clearly defining what is needed, and displaying who it is needed by. Process is straightforward and easy to understand. So quick and simple that even a single item donated is worth it. This platform can help users discover where their unused items are needed which eliminates inconvenience of trying to find a home for their items

Some challenges that occured during the process included scheduling between the donor and campaigner. Figuring out a happy medium between the two was a difficult task. Do donors decide the donation time, or do campaigners set their hours. Which one encourages more donations, or more campaigns? Utimately we settled in the middle. Campaigns are created with time blocks where donors can decide the exact time within that "block".

Next steps for this project are to integrate an inventory feature for finding campaigns based on specific items you list in your profile page. This will help eliminate the need to return to the app each week to search for campaigns with the item you have at your home. You would simply receive a notification on your phone when a match occurs. A feature for sending your donors personalized thank you letters through their registered mailing address would help increase donors impact measurement and encourage future donations. A future feature that could help increase the authenticity of Pigeon would be company collaborations including coupons for donating items or drop-off locations at local stores.