Institution
Service Design College
Course Unit
Student Service Design Challenge
Year
2025
Project Context
Competition Entry
Collaborators
Alisa Mahat, Ahsan Sajjad, Diksha Ashok, Karina Lang, Noora Yasmin, Smriti Sarath, Maria Luisa Castro
Overview
Brief
Design a service that makes giving more accessible and aligned with Islamic values.
WHAT
Sustain and expand mission through effective engagement with diverse communities.
WHY
Gaps in how these communities perceive and connect with formal humanitarian orgs.
WHO
Islamic Communities and Individuals
HOW
Innovative approaches to foster stronger relationships.
Brief Client
The Netherlands Red Cross
Local Context
British Red Cross
Scope
United Kingdom residents and immigrants
Seven fundamental principles
Humanity
Impartiality
Neutrality
Independence
Voluntary
Service
Unity
Universality
Research
Understanding Muslim Communities
Islamic Principles and Types of Giving
Islamic giving practices is not just about financial donations, but a deep rooted value based and long-term practice to build a society that supports its most vulnerable member, and promotes financial and social equality.
Zakat
Obligatory Giving
Value
Economic support
Sadaqah
Voluntary Charity
Value
Economic support
Waqf
Endowment for Public Good
Value
Economic support
User Journey Mapping
Reviewing existing literature, case studies, and industry sources to build context, identify patterns, and inform the design direction.
Motivators
Frequency of Donation
Behaviours and Preferences
62%
of respondents said they primarily donate through Islamic charities or local mosques
50%
of respondents prefer to donate to people in need directly, people they know or have more direct contact with.
Support and Impact
Emergency Response
Health & Social Care
Combatting Loneliness & Isolation
Crisis Preparedness
Refugee & Asylum Support
82%
of respondents stated that they haven’t donated to the Red Cross; mostly due to trust-related concerns.
Preferred Medium
Digital Platform
Authenticity
Language & Lexicon
Aligning to values
Dedicated Platforms
As-Is Journey
Visualising the existing experience to understand current processes, stakeholder interactions, pain points, and unmet needs.
Challenges & Barriers
Trust & Transparency
Preference for Islamic Charities
Awareness and Education
Impact & Effectiveness
Preference for Direct Giving
Opportunities
Awareness
Consideration
Post-Donation
Future State
Define
Red Cross
bridging the gap
Muslim Community
User Journey Mapping
Mapping user experiences to identify behaviours, pain points, opportunities, and moments that matter across the journey.
Fieldwork Insights
Capturing learnings from observations, conversations, and contextual research to build a deeper understanding of lived experiences.
Well-Embedded Giving Channels
Easy and accessible donation channels, integrated into daily routines.
Seamless Physical Touchpoints
Channels support various causes and purposes like Zakat and Sadaqah.
Mosques as Powerful Hubs
Mosques serve as trusted, high-visibility donation points.
Community-Driven Generosity
Giving as a daily act through various means to benefit the community.
Insights
Synthesising research findings into key observations that informed design decisions and strategic direction.
INSIGHT 1
Disconnect between participants’ understanding and Red Cross’ vision
Opportunity
Center the community and build trust through familiar channels
INSIGHT 2
Trust and sense of doing good within the community
Opportunity
Make participation effortless and recognise non-monetary giving.
Amplify and Adapt islamic values for a wider audience
INSIGHT 3
Desire for Emotional Connection to Causes
Opportunity
Shift from transactional giving to relationship-based impact
Design for emotional connection, not just functionality
'What if' Statements
Transforming research insights into opportunity statements that reframed challenges and guided concept development.
Trust, Transparency & Expanding the Scope of Giving
What if the Red Cross...
became a trusted, transparent, and values-aligned option for Muslims seeking to contribute to global humanitarian efforts beyond their immediate communities?
Shifting from Overwhelming Needs to Empowering Action
What if the Red Cross...
adopted the Islamic values of generosity, shared responsibility, and community-driven giving to inspire all donors, regardless of faith, to contribute more meaningfully?
Project
Statement
How might the Red Cross…
build trust and a sense of shared purpose with Muslim donors and charities by integrating Islamic giving principles, so as to ensure transparency, fostering emotional connection, and expanding the scope of charitable impact beyond the immediate community?
Develop
Crafting ideas
Generating and refining concepts through collaborative ideation, exploring multiple directions before converging on promising opportunities.
Co-creating value
Working alongside participants through co-design workshops to test ideas, gather perspectives, and shape the project collaboratively.
Goals of Co-Design Sessions
Understand the emotions, motivations
Identify areas and opportunities
Validate ideas and assumptions
Explore ways to enhance charity practices
Motivators & Barriers
Understanding motivations and barriers for giving preferences in Muslim Donors
User Imagination
Key Insight
Trust, Transparency & Expanding the Scope of Giving
Muslims contribute through well-known religious charities, however...
Relies heavily on intrinsic trust, making it difficult to track donations and measure impact.
Community-based giving focus may limit opportunities to support broader humanitarian causes.
Red Cross has global reach, well-established networks, and a reputation for neutrality, however...
Many Muslims are unaware of the causes it supports, or the full scope of its services.
Lack of connection and shared vision between the Red Cross and the Muslim donor community.
Key Insight
Shifting from Overwhelming Needs to Empowering Action
Giving is deeply embedded in Islamic values, not just as a religious duty but as a cultural practice that fosters community support, shared responsibility, and the positive redistribution of wealth, however...
Red Cross messaging often focuses on large-scale crises and urgent humanitarian needs, which, while important, can feel overwhelming and create a sense of helplessness for general individual donors, not just muslim donors.
'What if' Statements
Framing speculative "What if..." questions to challenge assumptions, explore possibilities, and define the direction of the final proposal.
What if,
instead of trying to gain trust directly, the Red Cross partnered with those who already had it?
What if,
grassroots charities could keep their voice and gain the reach, tools, and transparency they’ve always needed?
What if,
partnership wasn’t just support but a shared infrastructure of trust, visibility, and action?
The Service Solution
Red Connect
A partnership portal by the British Red Cross that supports small charities streamline backend logistical processes, access shared resources, and amplify their impact.
This enables partner charitable organisation to leverage the existing digital capability of the RedCross, whilst gaining enhanced visibility, and volunteer support without compromising their autonomy or values.
CORE INSIGHT
Trust is relational, not institutional.
THE IDEA
Build with those who already hold trust.
WHY IT MATTERS
RedConnect strengthens what’s already working.
A Mutually Beneficial Partnership Model
Rooted in Trust-Based Principles
Islamic Values at the Centre
Equitable Value Exchange
Trust-Based Partnership Model
Co-Design, Not Just Consultation
Radical Transparency
A Partnership Portal
STAGE 1
Invitation & Discovery
STAGE 2
Onboarding & Relationship Building
STAGE 3
Portal Functionality
STAGE 4
Evaluation, Iteration & Exit
Invitation & Discovery
This stage introduces RedConnect to local Muslim charities through trusted community networks. A culturally aligned landing page explains the platform’s purpose and values. Interested organisations are invited to express interest via a short opt-in form, beginning a relationship rooted in shared principles and mutual respect.
Discovery Landing Page
Culturally aligned and easy to navigate
Explains RedConnect’s purpose and benefits
Uses inclusive language and Islamic giving values
Features real community examples
Shows how the platform supports instead of takeover
Opt-in Form
Short and easy-to-complete form
Lets charities express interest without pressure
Warm and welcoming tone
Designed to build trust, not transactions
Awareness strategy via community champions and partner networks
Outreach led by trusted community voices
Shared via mosques, youth leaders, and zakat committees
Builds credibility through existing relationships
Avoids top-down or corporate-style marketing
Onboarding & Relationship Building
Charities onboard at their own pace, customise their experience by selecting tools and support, and co-create a Partnership Blueprint with the RedConnect team, ensuring the relationship is flexible, values-aligned, and shaped around their goals.
Onboarding
Charities receive an orientation pack introducing RedConnect’s purpose, values, and available tools.
A liaison is assigned (if desired), and charities are supported in getting familiar with the dashboard and how to use it on their own terms.
Welcome resources (PDFs, videos, dashboard previews)
Clarity around roles, expectations, and opt-in structure
Liaison match based on charity’s location and focus
Accessible support in multiple languages if needed
Customisation
Charities create their profile and choose only the tools and resources that align with their needs.
Whether it’s funding templates, donation trackers, or campaign kits, they decide what to use and how to use it.
Profile setup based on charity goals and needs
Pick-and-choose tools (training, distribution logs)
Faith-aligned resources available from the start
Full autonomy over what gets activated
Co-Design Phase
Charities participate in a 1:1 or group session with the RedConnect team to co-create a Partnership Blueprint, a simple, shared document that outlines intentions, tools in use, and desired outcomes. This phase centres the charity’s voice and ensures mutual understanding from the start.
Collaborative blueprint creation
Captures values, goals, and working preferences
Flexible and revisitable over time
The Co-created partnership blueprint is available for charities to access directly from their dashboard, where they can also review and make updates to it whenever they want.
Portal Functionality
In this phase, charities begin actively using RedConnect’s tools and support systems based on their chosen setup. This opt-in infrastructure helps them operate more transparently, connect to wider services, and run targeted campaigns while maintaining their unique identity and independence.
An overview page displaying user’s frequently used tools, key upcoming events, and the current status of their partnership for easy access and clarity.
Apply for Funding
A simplified application form with:
Pre-filled examples and templates
Optional Zakat-compliance indicators
Real-time status updates
Support available from liaison staff throughout
Start a Campaign
Download ready-made media kits for key giving moments
Customise posters, graphics, and messages
Option to amplify your campaign through Red Cross channels
Take a Training
Bite-sized modules in video, text, and toolkit formats
Topics include safeguarding, logistics, donor communication, and culturally sensitive care
Track Your Operational Progress
Visual dashboard for donations, referrals, and campaigns
Simple tools to log finances and service outputs
Downloadable reports for easy sharing
A simplified space for tracking donations and managing fund allocations. This gives small charities the clarity and control they need, without extra admin.
Performance Summary
Snapshot of:
Total Donations Received
Internal Expenses
Top Donation Category
Financial Overview
Live totals for funds raised, spent, and distributed
Visual growth indicators (+/– % changes)
Monthly trends shown in clear graphs
Top Donation Categories
Highlights top-used donation types (e.g. Food, Healthcare, Housing).
Visual bar chart displays category totals and growth.
Donations Tracking
Log donations by type, amount, donor, and date
Link donations to specific support categories
Add new or recurring donations manually
A curated library of training, grant templates, and documentation support, built for small teams with big ambitions.
Documentation Toolkit
Download templates for funding, compliance, and reporting
Includes example forms tailored to small charities
Simplifies admin tasks with ready-to-use resources
Campaign Toolkit
Access pre-designed posters, graphics, and social media templates
Tailored for Ramadan, Eid, and local campaign moments
Option to co-brand and amplify through Red Cross channels
Training
Short, practical modules on logistics, safeguarding, and donor care
Available in video, text, and toolkit formats
Designed for faith-based and community-led contexts
Customisable media templates and optional co-branding assets. Spotlight your work during peak giving moments.
Toolkit Feature
Ready-made assets for peak giving moments (Ramadan, Eid, etc.)
Culturally aware designs tailored to diverse communities
Customisable posters, social posts, and messaging templates
Optional co-branding with Red Cross for added reach
Download, adapt, and launch with minimal setup
Evaluation, Iteration & Exit
Charities can pause, adjust, or leave at any time. Regular feedback helps shape improvements, and updates show how their input is used. The process is clear, respectful, and built on trust.
Evaluation
Feedback Collection
Charities can share reflections through simple feedback forms or optional 1:1 check-ins with RedConnect liaisons for more in-depth discussion.
Internal Review
RedConnect teams analyse feedback and engagement metrics to assess what’s working and where improvements are needed.
Iteration
Platform Updates
Insights gathered are used to refine each charity’s Partnership Blueprint and guide platform improvements discussed in internal meetings.
Quarterly “You Shaped This” Updates
Charities receive a clear summary of changes influenced by their input, reinforcing transparency and collective ownership.
Exit
Opt-out or Pause Options
Charities can pause or leave the platform at any time using a simple dashboard feature, with a respectful offboarding process in place.
Data and Story Ownership
Charities retain full control of their content, and no materials are used after exit without explicit consent.
Conclusion
RedConnect challenges the idea that small charities must adapt to large systems. Built through listening, it begins with cultural alignment, narrative control, and value-based giving, treating them as foundational rather than optional.
It recognises the insight of Muslim charities and offers meaningful access to tools and networks without overriding their autonomy.
By centering trust and shared purpose, RedConnect builds partnerships that scale impact and redefine what inclusive humanitarian support can be.
