Case Study
Rutgers One for All
Turning Good Intentions into Measurable Impact
The Core Problem
Global causes feel abstract, choices are overwhelming, trust is limited, and users lack a clear path to contribute.
Cognitive overload from too many choices
Lack of transparency in organizations
Difficulty finding relevant opportunities
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Design Challenge
Make causes personal, reduce decision fatigue, build trust, and encourage long-term engagement rather than one-time donations.
Personal
Simple
Trustworthy
Engaging
Product Vision
Users select causes they care about, discover verified organizations, donate or volunteer quickly, and track their impact over time.
Design Process
A human-centered approach from insight to impact
Trust by Design
Transparent Profiles
Clear organization information and impact metrics
Impact Metrics
Real-time tracking of donations and volunteer hours
Secure Payments
Industry-standard encryption and security
Clear Confirmations
Immediate feedback and receipt of contributions
Verified Nonprofits
Curated list of trusted organizations
Repeat Engagement
Build long-term relationships with causes
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Information Architecture
Home
Entry point and value proposition
Cause Selection
Personalized cause discovery
Organizations
Verified nonprofit profiles
Get Involved
Volunteer opportunities
Donate
Secure donation process
Impact Dashboard
Track personal impact
Core Features
Personalized Causes
Nonprofit Discovery
Volunteering
Donations
Progress Dashboard
Repeat Engagement
User Testing & Key Insights
What Users Loved
✓ Simplicity and ease of use
✓ Personalized cause recommendations
✓ Clear impact tracking
Requests for Improvement
→ Better search and filtering capabilities
→ Ability to save favorite organizations
→ More detailed organization profiles
Key Insight
People want to help; friction, confusion, and lack of trust prevent action. Reducing complexity increases participation.
