Designing a B2B Social Feature

New model, new challenges

In 2024 Ribon went to the B2B market by enabling businesses to convert their CSR (Corporate Social Responsibility) budget into tickets, their employees got some tickets periodically and used them in Ribon’s platform to decide which of the corporate’s social projects would receive the money.

My team’s challenge was to engage the employees with the donation platform and we started by talking to people that had already participated in corporate social campaigns. We learned that they did it because they wanted to show they cared about what was important for the company and to be recognized for their commitment.

B2B focused design sprint

We ran a week long design sprint where we defined our challenges, explored the corporates’ and employees’ needs and finished it creating a prototype of possible solutions.

Design workshop

Later on I led the project of a B2B dedicated feature to tackle the user’s recognition need. I reviewed the design sprint’s prototype and did a workshop with the team where we talked about the challenge, reviewed existing products and did a solution brainstorming.

A socially rich donation experience

Because we had technical and time constraints and couldn’t afford to implement complex solutions, I designed a simple 3-part feature that added safe user information to the donation flow. The feature made the users’ actions more transparent and increased recognition between peers.

Part 1: user profile changes

Ribon’s user profile was basic and lacked important user information for more robust social features to work. I tweaked it’s layout and added new user information such as a custom profile image, editable name and editable company role. This enabled Ribon to provide a more personalized experience and users to have more control over their information.

Part 2: previous week’s donors section

I added a section to the last screen of the donation flow that displayed 3 random employees that had donated to that same project in the previous week. This feature increased the feeling of community and gave the users the opportunity to see each other doing something important together.

Part 3: project’s donor ranking

A few weeks before the project a partner did a really successful donation competition using a donor ranking. Based on that data, I designed weekly donor rankings specific per project that were shown in each project’s carousel. This enabled the users to be shown to their peers and superiors for a whole week as one of the most engaged employees.