Challenge

Crowdfunding was been looked with skepticism in India where the process is complicated and intimidating for both the project owner and the funder. There is also a lack of transparency of the funds being secured by the projects and their use. The existing crowdfunding platforms also charge a high rate of margin on the projects which often become unsustainable for the project owner. 

Responsibilities

Brand Strategy | Brand Development | User Experience Design | Art Direction | Content Development

Process Highlights

Research: Competition & Context Study: Detailed market research was conducted for the Indian subcontinent with growth rate and market expansion projections. The market was projected at a growth of CAGR 1.4% and grow upto 25Cr INR in 2015. 

Competition websites like Kickstarter, Indiegogo, Milan, Keto were thoroughly researched to pinpoint the important features and pain points for the users. 

Task Flow | Project Owner and Funders: A detailed task flow was drawn out for both the project owners and funders with each corner cases taken into consideration. The detailed wireframes were subsequently developed with the task flow structure.

Key Narratives of Ideation: The brand archetype was defined as a combination of Power and Service which formed the foundation of the brand strategy and guideline.  

Detailed dashboards were designed for project owners to empower them with monitoring and control of with their projects at any given point. Features were added for the project owner to control the allocation of incoming funds, team management, defining the rewards and it’s distribution, monitor analytics and upload key documents. 

The design language was defined to make the product unintimidating, approachable and encourage exploration. The colour palette, iconsets and graphic assets were designed to carry this forward. The content was designed to be positive, constructive and lucid for ease of understanding and approachability. 

outcome

Since it’s launch, FuelADream was grown 530% in revenue and is one of the top 5 crowdfunding platform in India currently. It has raised multiple rounds of funding since it’s launch.