Stuart Silverstein Experience Strategist/Designer

  • Brand strategy The brand strategy included many mind mapping exercises.
  • Customers go to the business with their app and check in, when the cashier gives them credit.
  • Mobile screens Mobile App


Product Strategy

eGood is a startup that launched 2012 that allows businesses, causes and consumers to connect. The service allows consumers to search for businesses that give a percentage of their sales to charity,as well as engage with them. The platform also has a management system for businesses and causes to track their sales and contributions, as well as view stats of change created.

Since this project was a startup, there was not a clear definition of where the opportunity lay. There were several competing ideas, and including all of them could make a new application confusing. The key to the business success was to make it something instantly valuable to businesses, consumers and non-profits. The ultimate goal was to get businesses to give back to charity in exchange for consumer loyalty.

The big question: how are businesses going to know how to attribute customers, and how would they know a user came from eGood? Plus, what devices would they need to integrate with their operations, and what devices they already had to make investment minimal.

We needed to understand user needs, desires and mental models first, so we started with a round of contextual inquiries with our 4 user groups (Consumers, Influencers, Business owners, and Non-Profit leaders). We did several rounds of pre-visualization: how the process would work, relationship models, storyboards, etc. Furthermore, we used fake promotional pieces in our testing to gather initial user feedback. Furthermore, we conducted competitive audits for positioning, visual design trends, and functional gaps in the industry.


The Discovery process included competitve audits, contextual inquiry as well as storyboarding. We needed to understand the opportunity and the focus of the business, in order to best understand how to create business requirements. In our competitive analysis, we looked for opportunities with user groups, functionality, and business focus in order to make platform recommendations. We looked at 3 verticals - Social platforms, Online purchase for donation, and more traditional fundraising models. Furthermore, we tested a fake promo piece in our contextual interviews we did to gather feedback on the desirability of the service.


Once we had completed our discovery it was decided that the business would focus on social, as well as a sort of Yelp for finding businesses that give a percentage of sales to charity. We started first on the web interface, going straight to web based prototypes in Axure, and user tested them to see how they performed.

We also designed the interfaces for businesses to track customers using a geolocation system, whereby users checked in by geolocation, and the business found their name and gave them credit.

Finally, we approached the mobile app for users on the go.

The final solution included a web interface for global management and discovery, a mobile app, and a tablet based interface for businesses. The businesses and non-profits could access reporting features as well. The product was designed in an MVP style for the company to continue to learn and iterate on.

Brand Strategy, Consumer Research, Information Architecture, Interaction Design, Prototyping, UX Strategic Consulting, Web Design. I was part of the core product design team, helping the team focus and develop a release schedule and feature set.