Unleashing the Potential of Crowdfunding
Service design to support community-driven sustainability.
Coop Crowdfunding connects backers with sustainable Danish food and agriculture projects. While their funding success rate was high, user engagement and clarity were low, particularly in terms of participation beyond financial support.
Client
Coop Crowdfunding
Services
Service Design
Industries
Crowdfunding
Date
September 2023
The challenge was to unlock the broader community potential of the platform by making it easier for backers and creators to connect.
Through stakeholder interviews, journey mapping, and co-design workshops, we identified key interaction points that could enable collaboration. We redesigned the user journey and platform structure to make it easier for users to discover, match, and engage based on interests, impact areas, and availability - effectively turning the platform into a value-driven ecosystem for sustainable growth.
Converging on all our insights, we have created the service proposition of Coop Crowdhelping. The concept of CC essentially revolves around backers and POs helping each other at a new level, beyond financial assistance. Backers and PO’s are meant to converge through projects, prompting CC to expand their existing forms of support, enabling backers to contribute with more than just financial aid. This is intended to initiate conversations based on shared interests and values. To bring this to life, we've prototyped the concept in Figma to explore, evaluate, and communicate how users will experience our future service concept.
To scale the mission, the focus lies in identifying the abilities individuals can bring to the table. 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. Additionally, as a PO, you’ll have the opportunity to specify the skills you are seeking from backers and outline the rewards you intended to offer in return.
The project highlighted the importance of designing for community, not just transactions. The redesigned platform better communicates its mission and allows Coop to explore new models of collaboration beyond financial crowdfunding. It served as a strategic case in using design to align business, social, and environmental values.