Omair Saleh
6fb97e1461
New: /dashboard/welcome — guided first-time setup - Step 1: 'What are you raising for?' (starts with what excites them) - Step 2: 'Where should donors send money?' (natural follow-up) - Step 3: 'Want auto-reminders?' (WhatsApp as bonus, skippable) - Step 4: 'Here's your link!' (dark section with copy/WhatsApp/share) - Auto-creates event + first pledge link during flow - User holds a shareable link within 90 seconds of signing up Updated: /dashboard (context-aware home) - State 1 (no events): auto-redirects to /dashboard/welcome - State 2 (0 pledges): shows pledge link + share buttons prominently - State 3 (has pledges): shows stats + feed - State 4 (has 'said paid'): amber prompt to upload bank statement - State 5 (100% collected): celebration banner - No more onboarding checklist — dashboard adapts instead - Event name as page header (not generic 'Home') - Event switcher for multi-event orgs Updated: /signup → redirects to /dashboard/welcome (not /dashboard) Persona spec: docs/PERSONA_JOURNEY_SPEC.md
221 lines
10 KiB
Markdown
221 lines
10 KiB
Markdown
# Deep Persona Analysis + Journey Redesign
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## The Core Insight
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The current product asks users to learn its structure.
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The redesigned product should **mirror how users already think**.
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Users don't arrive thinking "I need to create a campaign then generate QR sources."
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They arrive thinking **"I have an event on Saturday and I need people to pledge."**
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The gap between those two thoughts is where every user drops off.
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---
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## Persona Deep Dive
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### Persona A: Aaisha — Charity Fundraising Manager
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**Who she is:**
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- 32, works at a medium Islamic charity (£500k–£2M annual income)
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- Not technical. Uses Canva, WhatsApp, basic Excel
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- Her boss says "we need to collect pledges at the gala" and she's the one who makes it happen
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- She's done this before with paper forms and a shared Google Sheet. It was a nightmare.
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- She found PNPL from a WhatsApp forward or saw it on the landing page
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**Her mental model (what she thinks is happening):**
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1. "I sign up" → She expects to land somewhere that asks "what's your event?"
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2. "I tell it about our dinner" → She expects it to set everything up for her
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3. "I get links to share" → She expects to be holding something shareable within 2 minutes
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4. "People pledge" → She expects to see names and amounts appear
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5. "The system chases them" → She expects this to happen automatically
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6. "Money arrives" → She expects to see green ticks
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7. "I download a report" → She expects a spreadsheet for her treasurer
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**Her assumptions (things she takes for granted):**
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- "It'll ask me for my bank details so people know where to pay"
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- "There'll be a link I can send on WhatsApp"
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- "It'll remind people automatically — that's the whole point"
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- "I can see who's paid and who hasn't"
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- "Gift Aid should be handled"
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**Her fears:**
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- "Is this going to be complicated to set up?"
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- "Will donors find this confusing?"
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- "What if someone pledges and we lose track of it?"
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- "Am I going to have to learn another system?"
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**What she does NOT know she needs (until she's in the middle of it):**
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- She doesn't know she needs to connect WhatsApp first
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- She doesn't know each volunteer needs their own link
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- She doesn't know bank reconciliation is a feature
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- She doesn't know about the chatbot
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**The golden path for Aaisha:**
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```
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Signup → "What's your event?" → Bank details → WhatsApp QR scan →
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→ Auto-generated pledge link → Copy to clipboard → DONE
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→ She's on the dashboard watching pledges come in
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```
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Time to value: under 3 minutes. She should be holding a shareable link
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before she has time to wonder if this was worth signing up for.
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---
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### Persona B: Yusuf — Volunteer / Table Captain
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**Who he is:**
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- 45, mosque committee member, not technical at all
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- Aaisha sent him a link on WhatsApp saying "use this at your table tonight"
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- He opens `/v/[code]` on his phone
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- He's standing at a banquet table with a phone and maybe a printed QR
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**He never sees the dashboard.**
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His journey is: open link → show QR → watch numbers go up → feel proud.
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**We don't need to redesign anything for Yusuf** — his view is separate.
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But we do need to make sure **Aaisha can get him his link easily**.
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---
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### Persona C: Fatima — Treasurer / Trustee
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**Who she is:**
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- 55, retired accountant, meticulous
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- Logs in once a month, maybe twice
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- Wants: Gift Aid CSV, total collected vs outstanding, clean data
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**Her mental model:**
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1. "Show me the numbers" → She wants a summary, not a feed
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2. "Can I download this?" → She needs CSVs for her spreadsheet
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3. "Which bank payments match which pledges?" → She'll upload a bank statement
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4. "Where's the Gift Aid report?" → She needs it for HMRC
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**The key insight about Fatima:**
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She doesn't need onboarding. She needs **Reports** to be front and center
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when she arrives. The dashboard should detect that she's a returning user
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with data and show her the summary, not a getting-started wizard.
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---
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## The Journey Redesign
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### Problem 1: Signup → Dashboard is a dead end
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**Current flow:**
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```
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Signup (charity name, email, password)
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→ Redirect to /dashboard
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→ Empty dashboard with "Getting Started" checklist
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→ User has to figure out what to do next
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```
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**Why this fails:**
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- The dashboard is empty. There's nothing to see.
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- The checklist says "Add bank details" — but she was thinking about her EVENT
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- She's now in "Settings" adding bank details when she wanted to be sharing links
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- By the time she gets back to the dashboard, she's forgotten what she came for
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**Redesigned flow:**
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```
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Signup (charity name, email, password)
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→ Redirect to /dashboard/welcome (NEW — a single-page guided setup)
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→ Step 1: "What are you raising for?" (event name + optional date/target)
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→ Step 2: "Where should donors send money?" (bank details)
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→ Step 3: "Connect WhatsApp" (QR scan — or skip for now)
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→ Done: "Here's your pledge link" (big, copyable, with share buttons)
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→ Auto-redirect to dashboard (which now has an event and a link)
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```
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**Why this works:**
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- Starts with the thing she's excited about (her event)
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- Bank details feel like a natural follow-up ("okay, where do people pay?")
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- WhatsApp is presented as a bonus ("want auto-reminders? connect here")
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- She ends up holding a shareable link — the actual thing she came for
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- The dashboard is no longer empty when she arrives
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### Problem 2: The dashboard doesn't match her mental state
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**Current dashboard for a new user:** Empty stat cards, a checklist, generic copy.
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**What she's actually thinking at this point:**
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- "Did it work? Is my link live?"
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- "How do I share this with my volunteers?"
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- "When people pledge, will I see it here?"
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**Redesigned dashboard for a new user (has 1 event, 0 pledges):**
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```
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┌────────────────────────────────────────────────┐
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│ Your appeal is live [Appeal] │
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│ Ramadan Gala 2026 │
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│ │
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│ ┌─────────────────────────────────────────────┐ │
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│ │ 📋 Your pledge link │ │
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│ │ pledge.quikcue.com/p/A8K3Y2 │ │
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│ │ [Copy] [WhatsApp] [Email] [Print QR] │ │
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│ └─────────────────────────────────────────────┘ │
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│ │
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│ 0 pledges so far — share your link to start │
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│ │
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│ ┌──────────┐ ┌────────────────────────────┐ │
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│ │ Add more │ │ Give each volunteer their │ │
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│ │ links │ │ own link to track who │ │
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│ │ │ │ brings in the most pledges │ │
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│ └──────────┘ └────────────────────────────┘ │
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│ │
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│ What happens next: │
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│ 1. Donors scan or click your link │
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│ 2. They pledge in 60 seconds │
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│ 3. They get a WhatsApp receipt │
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│ 4. We remind them until they pay │
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│ 5. You see it all here │
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└────────────────────────────────────────────────┘
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```
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**Redesigned dashboard for a returning user (has pledges):**
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```
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┌────────────────────────────────────────────────┐
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│ Ramadan Gala 2026 [Switch appeal] │
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│ │
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│ ┌──────┬──────┬──────┬──────┐ ← gap-px grid │
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│ │ 47 │£12.4k│£8.2k │ 66% │ │
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│ │pledg │promi │recvd │colle │ │
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│ └──────┴──────┴──────┴──────┘ │
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│ │
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│ ██████████████░░░░░░ 66% received │
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│ │
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│ ┌── Needs attention (3) ──────────────────────┐ │
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│ │ Ahmed K — £50 — said he paid 3 days ago │ │
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│ │ Sarah M — £100 — needs a nudge (10d) │ │
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│ │ Omar R — £200 — waiting since 5 Mar │ │
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│ └─────────────────────────────────────────────┘ │
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│ │
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│ ┌── Recent ────────────────── [View all] ─────┐ │
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│ │ Fatima A £50 Received ✓ Today │ │
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│ │ Bilal H £100 Waiting Yesterday │ │
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│ │ Mariam K £75 Said paid 2d ago │ │
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│ └─────────────────────────────────────────────┘ │
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└────────────────────────────────────────────────┘
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```
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### Problem 3: The onboarding checklist is a list of chores
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**Current:** A dismissible checklist that feels like homework.
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**Redesigned:** No checklist. The system **just does the next thing**.
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After signup → welcome flow, there is NO checklist on the dashboard.
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Instead, the dashboard **adapts its content** based on what's missing:
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| State | Dashboard shows |
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|-------|----------------|
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| No WhatsApp | Amber bar: "Connect WhatsApp for auto-reminders" (already exists) |
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| No pledges | "Share your link to start collecting" with share buttons |
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| Has pledges, no bank imports | "3 people said they paid. Upload your bank statement to confirm." |
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| Has overdue | "Needs attention" section is promoted to top |
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| All paid | Celebration: "All pledges collected! 🎉" |
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| Returning user, 2+ events | Event switcher at top |
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The system anticipates her next thought at every stage.
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