Enhancing event discovery and donations for a local community garden
Enhancing event discovery and donations for a local community garden
Enhancing event discovery and donations for a local community garden
Enhancing event discovery and donations for a local community garden
Myrtle Village Green (MVG) is a community garden in Bed-Stuy, Brooklyn, with over 200 members. I contributed to their ongoing website redesign by introducing an event discovery and donation feature to amplify their community impact.
Myrtle Village Green (MVG) is a community garden in Bed-Stuy, Brooklyn, with over 200 members. I contributed to their ongoing website redesign by introducing an event discovery and donation feature to amplify their community impact.
Client
Client
Myrtle Village Green
Myrtle Village Green
Industry
Industry
Urban Agriculture
Urban Agriculture
Project Type
Project Type
Web Design
Web Design
Web Design
Role
Role
UX Designer
UX Designer
UX Designer
Timeframe
Timeframe
Fall 2023
Fall 2023
Fall 2023
Tools
Tools
Figma, Zoom, Squarespace
Figma, Zoom, Squarespace
Figma, Zoom, Squarespace
OVERVIEW
OVERVIEW
OVERVIEW
Problem
Problem
Problem
MVG, a volunteer-run community garden, depends on member contributions through Venmo for operational support. The absence of a centralized fundraising system limits their capacity to raise funds for crucial gardening tools, supplies, community events, and future growth initiatives.
MVG, a volunteer-run community garden, depends on member contributions through Venmo for operational support. The absence of a centralized fundraising system limits their capacity to raise funds for crucial gardening tools, supplies, community events, and future growth initiatives.
MVG, a volunteer-run community garden, depends on member contributions through Venmo for operational support. The absence of a centralized fundraising system limits their capacity to raise funds for crucial gardening tools, supplies, community events, and future growth initiatives.
Solution
Solution
Solution
I designed an event discovery and donation feature to streamline MVG's fundraising efforts and expand their community impact. Users can easily find upcoming events and contribute through user-friendly payment options.
This feature was part of a comprehensive design initiative. I collaborated closely with Colleen, a fellow garden member and designer, who led the broader visual design of MVG's website.
I designed an event discovery and donation feature to streamline MVG's fundraising efforts and expand their community impact. Users can easily find upcoming events and contribute through user-friendly payment options.
This feature was part of a comprehensive design initiative. I collaborated closely with Colleen, a fellow garden member and designer, who led the broader visual design of MVG's website.
I designed an event discovery and donation feature to streamline MVG's fundraising efforts and expand their community impact. Users can easily find upcoming events and contribute through user-friendly payment options.
This feature was part of a comprehensive design initiative. I collaborated closely with Colleen, a fellow garden member and designer, who led the broader visual design of MVG's website.
Challenge
Challenge
Challenge
Design a feature that enhances event visibility, encourages engagement, and streamlines event fee collection.
Design a feature that enhances event visibility, encourages engagement, and streamlines event fee collection.
Design a feature that enhances event visibility, encourages engagement, and streamlines event fee collection.
Goals
Goals
Goals
Develop a user-friendly feature for event discovery, registration, and donations
Create a fundraising framework for event-specific donations to support MVG's long-term goals
Ensure an intuitive Venmo redirection for event-specific donations
Enhance mobile-friendly payment options for an inclusive user experience
Develop a user-friendly feature for event discovery, registration, and donations
Create a fundraising framework for event-specific donations to support MVG's long-term goals
Ensure an intuitive Venmo redirection for event-specific donations
Enhance mobile-friendly payment options for an inclusive user experience
Develop a user-friendly feature for event discovery, registration, and donations
Create a fundraising framework for event-specific donations to support MVG's long-term goals
Ensure an intuitive Venmo redirection for event-specific donations
Enhance mobile-friendly payment options for an inclusive user experience
Constraints
Constraints
Constraints
Scalability: planning for future events and content additions
Website rebrand: integrating this feature for visual consistency with the broader website redesign
Mobile-first design: develop this feature exclusively for mobile
Platform limitations: navigating Squarespace constraints while exploring design solutions, acknowledging that some solutions might face integration challenges
Scalability: planning for future events and content additions
Website rebrand: integrating this feature for visual consistency with the broader website redesign
Mobile-first design: develop this feature exclusively for mobile
Platform limitations: navigating Squarespace constraints while exploring design solutions, acknowledging that some solutions might face integration challenges
Scalability: planning for future events and content additions
Website rebrand: integrating this feature for visual consistency with the broader website redesign
Mobile-first design: develop this feature exclusively for mobile
Platform limitations: navigating Squarespace constraints while exploring design solutions, acknowledging that some solutions might face integration challenges
DESIGN PROCESS
DESIGN PROCESS
DESIGN PROCESS
Research & Analysis >
NYC contains over 500 community gardens, and nearly half of them are in Brooklyn.
NYC contains over 500 community gardens, and nearly half of them are in Brooklyn.
NYC contains over 500 community gardens, and nearly half of them are in Brooklyn.
Community gardens, often regarded as "hubs of gardening, urban farming, community organizing, and environmental justice", play a pivotal role in providing green spaces for growing fresh produce, practicing composting, and educating communities about the natural world.
Community gardens, often regarded as "hubs of gardening, urban farming, community organizing, and environmental justice", play a pivotal role in providing green spaces for growing fresh produce, practicing composting, and educating communities about the natural world.
Snapshot of the community agbed at MVG
Snapshot of the community agbed at MVG
Snapshot of the community agbed at MVG
As an active member of MVG, I was curious how other gardens connect with their broader communities. Concentrating on five gardens in and around Bed-Stuy, along with an urban farm, I conducted on-site visits and website analyses. My goal was to uncover insights into general operations, event offerings, and fundraising approaches, including payment methods.
Key insights
Community gardens typically feature active spaces for growing, composting, membership fees, and event programming
Garden activities vary based on factors like size and member engagement
Green Acres, Jane Bailey, and Hattie Carthan stood out by offering consistent open hours, event programming, and direct donation buttons
A shared challenge these gardens appear to face is a lack of centralized, consistent funding (e.g. only two gardens had integrated donation systems on their websites)
As an active member of MVG, I was curious how other gardens connect with their broader communities. Concentrating on five gardens in and around Bed-Stuy, along with an urban farm, I conducted on-site visits and website analyses. My goal was to uncover insights into general operations, event offerings, and fundraising approaches, including payment methods.
Key insights
Community gardens typically feature active spaces for growing, composting, membership fees, and event programming
Garden activities vary based on factors like size and member engagement
Green Acres, Jane Bailey, and Hattie Carthan stood out by offering consistent open hours, event programming, and direct donation buttons
A shared challenge these gardens appear to face is a lack of centralized, consistent funding (e.g. only two gardens had integrated donation systems on their websites)
Competitor analysis of local gardens and an urban farm in Brooklyn
Competitor analysis of local gardens and an urban farm in Brooklyn
Competitor analysis of local gardens and an urban farm in Brooklyn
To better understand how community gardens organize events, I interviewed both MVG garden members and non-members (including residents with prior urban gardening involvement). These interviews, conducted remotely and in-person, offered key insights into the dynamics of events and fundraising.
To better understand how community gardens organize events, I interviewed both MVG garden members and non-members (including residents with prior urban gardening involvement). These interviews, conducted remotely and in-person, offered key insights into the dynamics of events and fundraising.
To better understand how community gardens organize events, I interviewed both MVG garden members and non-members (including residents with prior urban gardening involvement). These interviews, conducted remotely and in-person, offered key insights into the dynamics of events and fundraising.
MVG has limited event visibility.
MVG has limited event visibility.
MVG has limited event visibility.
Events at MVG are primarily advertised via email, limiting outreach and resulting in lower engagement and funds raised.
Events at MVG are primarily advertised via email, limiting outreach and resulting in lower engagement and funds raised.
Events at MVG are primarily advertised via email, limiting outreach and resulting in lower engagement and funds raised.
Event fundraising is largely DIY.
Event fundraising is largely DIY.
Event fundraising is largely DIY.
At MVG, event fundraising operates in a DIY fashion, leaving heavily on individual and cluster-driven* initiatives, with members investing personal resources in maintaining the needs of the garden. While this decentralized approach showcases members' dedication, it also poses challenges in terms of organization, logistics, and financial sustainability.
At MVG, event fundraising operates in a DIY fashion, leaving heavily on individual and cluster-driven* initiatives, with members investing personal resources in maintaining the needs of the garden. While this decentralized approach showcases members' dedication, it also poses challenges in terms of organization, logistics, and financial sustainability.
At MVG, event fundraising operates in a DIY fashion, leaving heavily on individual and cluster-driven* initiatives, with members investing personal resources in maintaining the needs of the garden. While this decentralized approach showcases members' dedication, it also poses challenges in terms of organization, logistics, and financial sustainability.
Diverse events as a key motivator to engage the wider community
Diverse events as a key motivator to engage the wider community
Diverse events as a key motivator to engage the wider community
A wide range of events — from gardening and art workshops to outdoor fitness classes and food-sharing events, emerged as significant motivators for community engagement.
A wide range of events — from gardening and art workshops to outdoor fitness classes and food-sharing events, emerged as significant motivators for community engagement.
A wide range of events — from gardening and art workshops to outdoor fitness classes and food-sharing events, emerged as significant motivators for community engagement.
*MVG is organized into 'clusters', or groups responsible for various garden tasks (e.g. compost, herb garden, mushroom patch).
*MVG is organized into 'clusters', or groups responsible for various garden tasks (e.g. compost, herb garden, mushroom patch).
I like when people get together, share their food, and talk. When food is brought to the table. I met someone who was new and she brought her children. She tasted a little bit of the food and she couldn't stop.
I like when people get together, share their food, and talk. When food is brought to the table. I met someone who was new and she brought her children. She tasted a little bit of the food and she couldn't stop.
I like when people get together, share their food, and talk. When food is brought to the table. I met someone who was new and she brought her children. She tasted a little bit of the food and she couldn't stop.
- Female garden member
- Female garden member
- Female garden member
Capturing the diversity of garden enthusiasts
Capturing the diversity of garden enthusiasts
Capturing the diversity of garden enthusiasts
I developed three personas to capture distinctions between members and non-members. One key persona is Claire, who represents a substantial segment of our target audience — someone passionate about green spaces and keen on attending outdoor events, but may not have availability to commit to garden membership.
For an overview of my research insights, please refer to this presentation.
I developed three personas to capture distinctions between members and non-members. One key persona is Claire, who represents a substantial segment of our target audience — someone passionate about green spaces and keen on attending outdoor events, but may not have availability to commit to garden membership.
For an overview of my research insights, please refer to this presentation.
I developed three personas to capture distinctions between members and non-members. One key persona is Claire, who represents a substantial segment of our target audience — someone passionate about green spaces and keen on attending outdoor events, but may not have availability to commit to garden membership.
For an overview of my research insights, please refer to this presentation.
Claire, a passionate community advocate with an interest in gardening. Her preferences guided my design decisions for a more inclusive garden experience.
Claire, a passionate community advocate with an interest in gardening. Her preferences guided my design decisions for a more inclusive garden experience.
Claire, a passionate community advocate with an interest in gardening. Her preferences guided my design decisions for a more inclusive garden experience.
How might we create a sustainable fundraising framework that relies on collective participation, streamlines event coordination, and enables a steady stream of funding?
How might we create a sustainable fundraising framework that relies on collective participation, streamlines event coordination, and enables a steady stream of funding?
How might we create a sustainable fundraising framework that relies on collective participation, streamlines event coordination, and enables a steady stream of funding?
How might we create a sustainable fundraising framework that relies on collective participation, streamlines event coordination, and enables a steady stream of funding?
Ideation & Prioritization >
Conceptualizing an ideal solution for MVG
Conceptualizing an ideal solution for MVG
Conceptualizing an ideal solution for MVG
I used a reverse brainstorming technique to generate solutions — converting negative ideas into positive ones. For prioritization, I combined the MoSCOW method and feasibility assessment for prioritization. Collaborating with Colleen, MVG's lead designer, who emphasized the need to enhance fundraising, I focused on designing an event discovery and donation feature.
I used a reverse brainstorming technique to generate solutions — converting negative ideas into positive ones. For prioritization, I combined the MoSCOW method and feasibility assessment for prioritization. Collaborating with Colleen, MVG's lead designer, who emphasized the need to enhance fundraising, I focused on designing an event discovery and donation feature.
Ideation session: transforming "bad" ideas into impactful solutions for MVG
Ideation session: transforming "bad" ideas into impactful solutions for MVG
Ideation session: transforming "bad" ideas into impactful solutions for MVG
Information Architecture >
User interactions: exploring events and registration
User interactions: exploring events and registration
User interactions: exploring events and registration
Event discovery
In this scenario, users explore upcoming events at the garden. They can browse, dive into event details, and make decisions about registration.
Event discovery
In this scenario, users explore upcoming events at the garden. They can browse, dive into event details, and make decisions about registration.
Discovering events at MVG
Discovering events at MVG
Discovering events at MVG
Event registration and donation
Users who wish to attend an event can register and make event-related donations to the garden. They can either donate immediately via Venmo (preferred) or opt to submit later on the event day, for flexibility.
Event registration and donation
Users who wish to attend an event can register and make event-related donations to the garden. They can either donate immediately via Venmo (preferred) or opt to submit later on the event day, for flexibility.
Event registration: sign up and submitting a donation to MVG
Event registration: sign up and submitting a donation to MVG
Event registration: sign up and submitting a donation to MVG
Wireframing & Prototyping >
Mobile-optimized wireframes: guiding users through event engagement
Mobile-optimized wireframes: guiding users through event engagement
Mobile-optimized wireframes: guiding users through event engagement
I developed low-fidelity wireframes on my iPad, considering common user scenarios. Here I prioritized mobile design to improve accessibility and integrated Venmo as the preferred donation method — which MVG members currently use. These wireframes guide users from the Home page to an Events overview page, and from event details to the steps of registration, donation, and confirmation.
I developed low-fidelity wireframes on my iPad, considering common user scenarios. Here I prioritized mobile design to improve accessibility and integrated Venmo as the preferred donation method — which MVG members currently use. These wireframes guide users from the Home page to an Events overview page, and from event details to the steps of registration, donation, and confirmation.
Low-fidelity wireframes
Low-fidelity wireframes
Low-fidelity wireframes
I created high-fidelity wireframes in Figma amidst MVG's ongoing website redesign. I focused on the following:
Visual consistency: developing a style guide and UI component library inspired by Colleen's latest branding concepts
Events organization: creating an events overview page, organizing upcoming events into a calendar view as well as by type (to showcase variety)
Efficient event registration: offering clear details per event and integrated Venmo for registration, including an option for users to donate later
While designing largely within Squarespace constraints, it's crucial to note that these wireframes also showcase an ideal scenario that emphasizes seamless user interactions.
I created high-fidelity wireframes in Figma amidst MVG's ongoing website redesign. I focused on the following:
Visual consistency: developing a style guide and UI component library inspired by Colleen's latest branding concepts
Events organization: creating an events overview page, organizing upcoming events into a calendar view as well as by type (to showcase variety)
Efficient event registration: offering clear details per event and integrated Venmo for registration, including an option for users to donate later
While designing largely within Squarespace constraints, it's crucial to note that these wireframes also showcase an ideal scenario that emphasizes seamless user interactions.
I created high-fidelity wireframes in Figma amidst MVG's ongoing website redesign. I focused on the following:
Visual consistency: developing a style guide and UI component library inspired by Colleen's latest branding concepts
Events organization: creating an events overview page, organizing upcoming events into a calendar view as well as by type (to showcase variety)
Efficient event registration: offering clear details per event and integrated Venmo for registration, including an option for users to donate later
While designing largely within Squarespace constraints, it's crucial to note that these wireframes also showcase an ideal scenario that emphasizes seamless user interactions.
High-fidelity wireframes
High-fidelity wireframes
High-fidelity wireframes
USABILITY TESTING >
Iterative testing and refinement of the new feature
Iterative testing and refinement of the new feature
Iterative testing and refinement of the new feature
I created a mobile prototype for usability testing. My aim was to align this new feature with the garden’s mission to expand sustainably. Throughout testing, I assessed the overall usability, navigation, and effectiveness of the event discovery, registration, and donation processes.
I created a mobile prototype for usability testing. My aim was to align this new feature with the garden’s mission to expand sustainably. Throughout testing, I assessed the overall usability, navigation, and effectiveness of the event discovery, registration, and donation processes.
User feedback highlights
User feedback highlights
User feedback highlights
100% of users were able to navigate to the garden's events page
100% of users were able to navigate to the garden's events page
90% of users completed the event registration and donation process
90% of users completed the event registration and donation process
The option to pay via Venmo was well-received, with a preference for immediate payment
The option to pay via Venmo was well-received, with a preference for immediate payment
Areas of improvement
Areas of improvement
Areas of improvement
Areas of improvement
Most users expressed a need for clearer navigation in the event donation process
Most users expressed a need for clearer navigation in the event donation process
Users encountered difficulties in understanding how to donate, citing unclear instructions, confusion between donation options, and a lack of feedback to track progress
Users encountered difficulties in understanding how to donate, citing unclear instructions, confusion between donation options, and a lack of feedback to track progress
Formatting inconsistencies such as varied text hierarchy, spacing, and color, were identified, leading to a disjointed user experience
Formatting inconsistencies such as varied text hierarchy, spacing, and color, were identified, leading to a disjointed user experience
After testing, I clustered user feedback onto an affinity map and prioritized issues based on frequency and impact.
After testing, I clustered user feedback onto an affinity map and prioritized issues based on frequency and impact.
After testing, I clustered user feedback onto an affinity map and prioritized issues based on frequency and impact.
Key revisions implemented:
Key revisions implemented:
Key revisions implemented:
Enhanced event discoverability
Enhanced event discoverability
Enhanced event discoverability
Eliminated event category filters due to Squarespace limitations
Streamlined content by removing excess copy above the events calendar
Introduced an image backdrop for the Events section
Revising the Events section to reduce user confusion and scrolling
Revising the Events section to reduce user confusion and scrolling
Revising the Events section to reduce user confusion and scrolling
Simplified event card layout
Simplified event card layout
Simplified event card layout
Condensed event card layout to minimize scrolling
Incorporated a direct 'Register' button for seamless navigation to event registration
Simplified, more compact event card layout
Simplified, more compact event card layout
Simplified, more compact event card layout
Streamlined event registration and donation
Streamlined event registration and donation
Streamlined event registration and donation
Consolidated event registration onto a single page
Clarified instructions for submitting donations, including removing 'Pay Later' CTA to avoid confusion with 'Pay Now'
Transitioned donation option controls from button links to radio buttons
Excluded option to add an attendee to an event, as this was not feasible on Squarespace
Simplifying the event registration form by making payment options more clear
Simplifying the event registration form by making payment options more clear
Simplifying the event registration form by making payment options more clear
Project Completion & Learnings
Project Completion & Learnings
Implementation
Implementation
Implementation
After completing priority revisions, I updated the feature prototype on Figma. I then collaborated with Colleen to implement the feature on MVG's newly designed Squarespace website.
Due to constraints, some aspects of the original design couldn't be fully incorporated into the Squarespace implementation, resulting in variations from the initially envisioned design. Despite these challenges, the updated website, including the Events section, is now live.
After completing priority revisions, I updated the feature prototype on Figma. I then collaborated with Colleen to implement the feature on MVG's newly designed Squarespace website.
Due to constraints, some aspects of the original design couldn't be fully incorporated into the Squarespace implementation, resulting in variations from the initially envisioned design. Despite these challenges, the updated website, including the Events section, is now live.
Learnings
Learnings
Learnings
Adapting to constraints: designing within Squarespace's bounds required exploring its features for successful integration, ensuring consistency in the feature's design within MVG's evolving design system and branding.
Collaborating with other designers: working remotely and in-person with Colleen, an experienced designer, helped me gain insights into the importance of active communication and teamwork.
Researching payment methods: conducting detailed research on MVG's legal and operational context informed my decisions regarding payment methods for donations.
Adapting to constraints: designing within Squarespace's bounds required exploring its features for successful integration, ensuring consistency in the feature's design within MVG's evolving design system and branding.
Collaborating with other designers: working remotely and in-person with Colleen, an experienced designer, helped me gain insights into the importance of active communication and teamwork.
Researching payment methods: conducting detailed research on MVG's legal and operational context informed my decisions regarding payment methods for donations.
CLIENT TESTIMONIAL
CLIENT TESTIMONIAL
"Kate and I connected while we were working on redesigning our community garden website. She was able to dig in and connect with our community right away by conducting user testing to gain insights that helped to inform how we offer events on the website. It was great to work with her and see her process which she presented clearly. She also was quick to pivot her designs when given feedback and when faced with constraints of the platform we were building within. I really appreciated her flexibility and eagerness to contribute."
"Kate and I connected while we were working on redesigning our community garden website. She was able to dig in and connect with our community right away by conducting user testing to gain insights that helped to inform how we offer events on the website. It was great to work with her and see her process which she presented clearly. She also was quick to pivot her designs when given feedback and when faced with constraints of the platform we were building within. I really appreciated her flexibility and eagerness to contribute."
Colleen Redmond
Lead Designer & Member, MVG
