All projects

Subscriptions
for good causes

A SaaS platform for animal shelters: recurring payments and donor transparency in one app

My role
Founder & Product Designer
Scope
Research → UI → Code
Status
In development
Home screen
Animal card
100% donated on the first try, about 2 minutes on the animal page, 13 to 4 screens to donate
100%
donated on the first try
~2 min
on the animal page
13 → 4
screens to donate

Problem. Shelters need sponsors for specific animals. Donors need proof their money arrived. Today it all happens in scattered chats and transfers, and no one sees the whole picture.

What one donation takes today, in four stacks: social media, the phone gallery, the bank app and back to social media
What one donation takes today, in four stacks: a shelter's post on social media, a screenshot saved to the phone gallery, a run of eight screens inside a banking app ending on a payment-successful page, and then back to social media to send a direct message saying the donation was sent.

One donation takes 13 screens across 3 apps: social media, the phone gallery and the bank app. Then back to social media to DM “sent it” and hope for a reply.


Personas. Two sides of one platform: the donor who needs proof, and the shelter that needs steady income.

Two persona cards: Anna, 32, donor and volunteer rescuer, and Elena, 47, private shelter worker
Two persona cards. Anna, 32, donor and volunteer rescuer: a photographer always on the go who wants card details every time she donates. Elena, 47, private shelter worker: twelve hours a day on her feet, with photos in the phone and medical notes on paper.

Hypotheses. Before talking to anyone, I wrote down what I believed.

Hypothesis stickies: emotional bond, feedback loop and the ones that follow

01 · EMOTIONAL BOND

If we give every animal a card with a name, photo, personality and life story, then more donors will subscribe, because an abstract payment turns into personal sponsorship.

Cris

02 · FEEDBACK LOOP

If we send feedback after a donation and notify donors about results, like “Barsik recovered and left quarantine”, then they will donate again, because they see their money didn’t go into a void.

Cris

03 · DONOR ANXIETY

If we add a one-time donation of any amount next to the subscription, then more new users will make a first payment, because they keep control over their money.

Cris

Written before research.
All three confirmed later.


Interviews. I talked to donors, volunteers and shelters to see how helping works from both sides.

Instagram poll · 15 respondents

87%

have donated to a shelter or an animal

57%

give when they see a specific case

46%

trust shelters that post updates about the animal

2 in-depth interviews · 45 min · audio-recorded transcripts

Donor & volunteer

Q1

Tell me, have you ever helped animals or shelters financially?

Yes. And I volunteer: I take photos of animals so it’s easier to find them a new home.

Q2

What exactly made you do it that time? What was the situation? What did you see? What did you think?

I was at home, scrolling Instagram and Facebook, eating with one hand. There are so many animals that need help. I saw a personal story of one animal online and felt so sorry for it. And seeing others help: I’m not alone, I’m not weird for doing it.

Q3

Did your donation go to the shelter in general or to a specific animal?

To a specific animal. It feels better to respond to one.

Q4

What steps did you take to make the donation? What did you tap? What were you thinking along the way?

On Facebook I copied the card or phone number from the post. On Instagram I took a screenshot and copied the number from the picture in my gallery. Then I opened the bank app and wrote the animal’s name in the note. After that I sent a DM: “sent the amount”. Sometimes I went to the bank in person, to send it to another bank’s card without a fee.

Q5

If you ever thought about donating but didn’t tap “Transfer” (didn’t finish the bank transfer), what stopped you? At what moment? Why did you give up?

Yes, I’ve turned transfers down. I got distracted. Or I took a screenshot to donate when my salary came, then forgot. New animals kept appearing.

Q6

How often do you donate to animals?

Big amounts once every two months, my income isn’t steady. Small ones every month. 13% of my income always goes to animals.

Q7

Tell me how you decided to donate. How did you choose who to send money to?

Shelters I know. The ones that give feedback, talk to their followers and share contacts of who else can help. Or a desperate post from an ordinary person who can’t cope. The rescue story matters a lot: who found the animal, where and when, what happened, its medical history and life updates.

Q8

What feedback did you get after your donation? What did you feel? What did you think?

If I don’t message them, there’s no feedback at all. If I do, they reply and thank me. If they replied, the money arrived and it will go to helping animals.

Private shelter worker

Q1

When did new animals last arrive? What was the situation?

Kittens get left at volunteers’ doors. Tiny ones, still on milk, need 2–3 weeks of foster care to survive. Their immunity needs that time to build antibodies. People we know call and ask us to take an animal, but places are limited and we don’t accept all of them. People can be aggressive: they call to hand over their own animals because they don’t need them any more, or they’re moving away. And there are lost animals, then we have to find the owner.

Q2

What did you do? What did you feel? What were you thinking?

They need constant watching, feeding, massage. Every hour counts. It’s constant stress. Adoption takes a long time, to protect the animals: people are irresponsible, they abandon animals and treat them badly. And everyone wants a breed.

Q3

How did you register them? What steps did you take? Where were you, and what was happening around you?

There’s no paperwork. Everything is in my phone: Notes, WhatsApp, receipts. An animal gets its name after a month or more, when everything is already fine. On a dog’s card: photos before and after. There are chips, but no chip database yet. You only see the number, nothing about the owners, the address or the vet clinics.

Q4

When did the shelter last have an urgent need? How did you realise it? What was the situation?

Ticks, Lyme disease. One IV drip costs 10,000 lei. Treating the dogs takes good tablets, 400 lei. Distemper and parvovirus too. Vaccines are needed all the time. There’s no law on animal cruelty, and we need one to join the EU. The police don’t even come to those calls.

Q5

How did you deal with the shelter’s lack of funds?

Fundraising on Instagram, volunteers. There are 2–3 of them, they help at least once a month. Help also gets sent from abroad, and animals find homes there. People meet the animal in person, outdoors. It needs a rabies vaccine, a rabies test 6 months later, and a chip. The test can only be done in Romania, and sending the blood sample there is expensive, 300 euros. There’s a baker abroad: a sweet for a euro or a pound. Any product can work like that, as a donation for the animals. We need money to save more animals and make more places in the shelter.

Q6

Tell me about the last time you received donations for the shelter. What did you do? (How do you keep track of donations?)

Donations come by PayPal and cash. We keep the receipts. A report on cash donations once every six months. After a year, the shelter’s account opens. People can send 2% of their taxes to charity. People also give food and meat, bedding, towels and pads, kennels and cages, leashes and carriers, litter trays, toys, medicine and vaccines. They can pay for grooming or vet services. Or give their time: walk the dogs, feed the animals, take photos, write posts to find a new owner, or foster.

Q7

When you last announced a fundraiser for the shelter, what steps did you take? What did you open? What did you tap?

There’s very little time for social media. I start writing a sad post, cry, and delete it. It’s hard to write. So the posts show animals that are already beautiful and healed. A real story with the hard photos scares people off, or brings negative comments.

Q8

What did you feel and think after you opened the fundraiser?

Show the reality and people attack you. Show nothing and they think you do nothing. Volunteers argue in the comments about who rescued a dog.


CJM. Mapping the donor’s journey showed two emotional lows and one high to build on.

Customer journey map of the donor as-is
Low 1: faceless shelter. High: meeting one specific animal. Low 2: no confirmation after donating
Customer journey map of the donor as-is: six stages from seeing a post to waiting for news, with the donor’s actions, thoughts and pain points at each, and an emotion curve that dips at the faceless shelter, rises at meeting one specific animal, and dips again after donating with no confirmation.

Low 1 · 😤

Faceless shelter

Skepticism. Nothing to connect with emotionally.

High · 😌

Meeting one specific animal

Empathy. Cute content and good news create an emotional bond.

Low 2 · 😟

No confirmation after donating

Frustration, anxiety.
Nothing reinforces the habit.


Competitors. Nobody lets you follow a specific animal, donate in a few taps, and see what happened next.

Competitor comparison table

Competitor comparison

Competitor comparison table: seven criteria against fundraising sites, social media with a bank transfer, Patreon, OnlyFans and donating in person, with a takeaway for PetLand in the last column. Each cell is rated with a coloured circle and most carry screenshots of the flow. The full table follows in text.

How competitors make donating easier. 🟢 Convenient and well done. 🟡 Exists, with issues. 🔴 Poor or missing.

How competitors make donating easier, compared across seven criteria
Criterion Fundraising sites (animalcare-moldova.com) Social media + bank transfer Patreon OnlyFans (subscriptions benchmark) In person Takeaway for PetLand
Getting to know the animal Poor or missing. No Exists, with issues. Yes, but not for every animal Poor or missing. No, shelters rarely post Convenient and well done. Profile with photos, video, description Exists, with issues. Only animals on display An animal card with photos and a story
Subscription Exists, with issues. Monthly, but for the shelter as a whole Exists, with issues. Only a follow for shelters Exists, with issues. Only for the shelter profile Convenient and well done. Yes Poor or missing. No A Subscribe button on the animal card
Quick payment Exists, with issues. Yes, but desktop only Poor or missing. No Exists, with issues. Card details or phone number every time Exists, with issues. Yes, but no Google Pay / Apple Pay Exists, with issues. Cash Saved card is a must-have. Google Pay / Apple Pay sets us apart
Feedback after donating Poor or missing. Only a dry thank-you, no updates Exists, with issues. Shelter news in posts or chats Convenient and well done. Yes Convenient and well done. Regular posts in My subscriptions Poor or missing. No Instant confirmation after a donation, plus regular posts in My animals
Sign-up Convenient and well done. No sign-up — Convenient and well done. Automatic via email Convenient and well done. Automatic via email Convenient and well done. No sign-up No sign-up until Subscribe, Donate or Create post. Quick sign-up is a must-have
Ease of use Poor or missing. Inconvenient, desktop only Poor or missing. Inconvenient, too many taps Exists, with issues. Easy to use, but paid subscriptions only in the browser Exists, with issues. No app, website only Poor or missing. Inconvenient Mobile app is a must-have. Mobile first
One-time donation Convenient and well done. Yes Convenient and well done. Yes Poor or missing. No, monthly only Convenient and well done. Yes Convenient and well done. Yes One-time donation is a must-have
Competitor comparison

Decisions. Animal cards open without sign-up, so nobody has to register just to look. The first donation can be one-time and any amount, with no mandatory subscription. Sponsors and one-time donors both get notifications about what happened with the animal next, so no one ends up sponsoring an abandoned page.

Wireflow. Each hypothesis is measured on the screen where the decision happens.

Lo-fi wireflow: the donation path drawn as grey screens joined by arrows, each hypothesis measured on its screen
Lo-fi wireflow: the donation path drawn as grey screens joined by arrows, from the animal catalogue through an animal card to choosing an amount, paying, and the confirmation and updates that follow. Each hypothesis is marked on the screen where its decision is made.

Validation. All the hypothesis held, though not cleanly. What I didn’t expect mattered more: users got lost in navigation, so I prioritized it straight away, along with 4 other critical issues out of the 11 found.

does Junior mean an old one?
Respondent 3
this hearts icon looks more like My subscriptions
Respondent 4
can I drag it and
fill in the amount?
Looks like a game
Respondent 4
saw the buttons right away and tapped
Respondent 2
will there be videos here?
Respondent 1
would be nice
to have a photo
here
Respondent 5

Screen recording · Test #1 in FigJam

test passport · hypotheses · issues list

How the test was run: 5 target users, 3 usability tasks, 4 hypotheses, a mid-fi clickable grey prototype
5
target users, moderated recorded sessions
3
usability tasks
4
hypotheses with success metrics
mid-fi
clickable grey prototype

Iterations. After the test, I fixed what confused people the most: getting around the app.

Before and after the navigation fix, in pairs: the catalog and the impact page Before and after the navigation fix, in three pairs: exploration, the animal catalogue and the navigation itself. Each pair puts the tested screen next to the reworked one, with tabs, icons and captions on the left and categories, filters and search on the right.

Solution. From meeting an animal to seeing where your money went, in one mobile flow. Each step closes a trust gap found in research.

Discover

animal catalogue

Filter by status and needs. Animal cards open without sign-up.

Follow

animal card

Free follow as a first step, no money needed to start watching.

Donate

choosing an amount

One-time or monthly, tiers set per animal by its needs. Apple Pay and card.

See impact

notification / new post

Receipt, shelter updates, spending reports, progress bar and Impact Page.

Design system

Animation


Results. The core flow passed usability testing and is now moved into development.

Success animation

Thanks. Ask about this project, or read the next case.

Business Banking on the go

Business owners pay, convert and check rates without opening the desktop platform.

10 → 5 menu sections to tabs
Fintech
Local AI for hospital meetings

Hospital boards get their minutes by email, and the audio never leaves the network.

2 days hackathon build · 2nd place
Healthtech AI Product Responsive Web