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One Big Wish
One Big Wish
One Big Wish
One Big Wish
How we made group gifting move money once, and only when the gift was real.
How we made group gifting move money once, and only when the gift was real.
ROLE
Product Designer
SCOPE
Wizard, contribution flow
TIMELINE
Since July 2026
CASE
STUDY
01
01
01 · WHAT IT IS
One gift, many friends. Like a fundraiser, but for something you wish for.
One gift, many friends. Like a fundraiser, but for something you wish for.
One gift, many friends. Like a fundraiser, but for something you wish for.
Someone picks one gift they really want. Friends add money toward it. When the money is ready, DADO buys the gift and sends it.
Someone picks one gift they really want. Friends add money toward it. When the money is ready, DADO buys the gift and sends it.
making a wish, then a friend joining in
TEST DATA · NOT REAL PEOPLE
making a wish, then a friend joining in
TEST DATA · NOT REAL PEOPLE
01
THE ORGANISER
Makes a wish
Picks one gift from DADO’s brands. The goal already includes the fee, tax and shipping.
01
THE ORGANISER
Makes a wish
Picks one gift from DADO’s brands. The goal already includes the fee, tax and shipping.
02
FRIENDS
Add money
Each friend promises an amount, with or without an account. Nothing is charged that day.
02
FRIENDS
Add money
Each friend promises an amount, with or without an account. Nothing is charged that day.
03
DADO
Sends the gift
DADO buys and ships the gift. If there isn’t enough money, it becomes a brand gift card.
03
DADO
Sends the gift
DADO buys and ships the gift. If there isn’t enough money, it becomes a brand gift card.
02
02
02 · THE SHORT VERSION
The whole story in three notes.
The whole story in three notes.
The whole story in three notes.
THE PROBLEM
Money was taken months before the gift was bought. The 8% fee was charged twice, and if the goal wasn’t reached, everyone got a refund.
THE PROBLEM
Money was taken months before the gift was bought. The 8% fee was charged twice, and if the goal wasn’t reached, everyone got a refund.
WHAT WE CHANGED
Friends now save a card and make a promise. Money is taken once, after a 3-day notice, just before DADO orders the gift.
WHAT WE CHANGED
Friends now save a card and make a promise. Money is taken once, after a 3-day notice, just before DADO orders the gift.
THE RESULT
Live for 5,000 beta invitees. 122 test cases, and 14 bugs fixed before invites went out. Real results still to come.
THE RESULT
Live for 5,000 beta invitees. 122 test cases, and 14 bugs fixed before invites went out. Real results still to come.
03
03
03 · WISH CREATION
It all starts with a wish. One gift, and friends promise money toward it.
It all starts with a wish. One gift, and friends promise money toward it.
It all starts with a wish. One gift, and friends promise money toward it.
The organiser picks products, checks a clear cost summary (DADO’s 8% fee and estimated tax), and decides what friends can see. Friends then join in from the wish page.
The organiser picks products, checks a clear cost summary (DADO’s 8% fee and estimated tax), and decides what friends can see. Friends then join in from the wish page.
worldofdado.com
A test wish in the admin console. Every new wish waits for a first check on price and delivery, and nobody can be charged for a wish that was never checked.
A test wish in the admin console. Every new wish waits for a first check on price and delivery, and nobody can be charged for a wish that was never checked.
04
04
04 · THE PROBLEM
Money taken too early, or never taken at all.
Money taken too early, or never taken at all.
Money taken too early, or never taken at all.
A July review said the product wasn’t ready to launch, and most issues were about money. People paid on the day they joined in. The fee was counted twice, so a wish cost 1.1664× the price of the gift. If the goal wasn’t reached, everyone had to be refunded.
A July review said the product wasn’t ready to launch, and most issues were about money. People paid on the day they joined in. The fee was counted twice, so a wish cost 1.1664× the price of the gift. If the goal wasn’t reached, everyone had to be refunded.
WHEN MONEY MOVES
1
Promise
Card saved. $0 taken.
2
Notice
Email at least 3 days before.
3
Charge
Payments are taken in one batch.
4
Order
The gift, or a brand gift card.
OLD WAY: $120 TAKEN AT STEP 1
NEW WAY: NOTHING TAKEN UNTIL STEP 3
CHANGE YOUR MIND ANY TIME BEFORE THE NOTICE
BEFORE · PAY NOW
Day one
You are charged the moment you join in.
For months
DADO holds the money before any order.
The fee
Counted inside the goal and again on top: 1.1664× the gift.
Not enough money
Everyone is refunded. No gift.
AFTER · PROMISE, THEN PAY
Day one
Your card is saved. Nothing is taken.
For months
Just a promise. You can pull out before the notice.
The fee
One 8% line, shown once.
Not enough money
DADO buys what the money covers, or gives a gift card.
05
05
05 · DECISIONS
Six choices that make the money model work. Each one has a trade-off.
Six choices that make the money model work. Each one has a trade-off.
Six choices that make the money model work. Each one has a trade-off.
DECISION 01
Promise now, pay just before the order. A friend’s money stays a promise until DADO buys the gift.
Promise now, pay just before the order. A friend’s money stays a promise until DADO buys the gift.
why
We looked at three options: pay now, hold the money, or save a card and charge later. Holding money would turn DADO into a bank-like middleman, which it can’t be. A saved card lets a promise wait for months, then get charged in one announced batch.
why
We looked at three options: pay now, hold the money, or save a card and charge later. Holding money would turn DADO into a bank-like middleman, which it can’t be. A saved card lets a promise wait for months, then get charged in one announced batch.
what it cost
A promise is less certain than a payment, so the progress bar says “pledged”, not “paid”. If a wish falls short, people are told up front that they may still be charged.
what it cost
A promise is less certain than a payment, so the progress bar says “pledged”, not “paid”. If a wish falls short, people are told up front that they may still be charged.
01
Wish
One gift with a goal that covers everything.
01
Wish
One gift with a goal that covers everything.
02
Promise
The friend saves a card. $0 taken today.
02
Promise
The friend saves a card. $0 taken today.
03
Notice
An email at least 3 days before payment.
03
Notice
An email at least 3 days before payment.
04
Charge
The team runs the payments in one batch.
04
Charge
The team runs the payments in one batch.
05
Done
The gift is ordered, or a brand gift card is sent.
05
Done
The gift is ordered, or a brand gift card is sent.
a friend joins in, and nothing is taken today
TEST CARD · TEST DATA
a friend joins in, and nothing is taken today
TEST CARD · TEST DATA
DECISION 02
Two numbers, always. Money promised and money collected are not the same thing.
Two numbers, always. Money promised and money collected are not the same thing.
why
With pay-now, a wish had one total. With promises, there are two: what people promised, and what was actually taken. Each gets its own place in the data, so they never get mixed up.
why
With pay-now, a wish had one total. With promises, there are two: what people promised, and what was actually taken. Each gets its own place in the data, so they never get mixed up.
what it cost
Every progress bar, receipt and email has to pick one of the two numbers, and say clearly which one it is showing.
what it cost
Every progress bar, receipt and email has to pick one of the two numbers, and say clearly which one it is showing.
worldofdado.com
The admin console’s Pledges tab: promised, in progress, collected, paused, and needs checking. Names are blurred.
The admin console’s Pledges tab: promised, in progress, collected, paused, and needs checking. Names are blurred.
DECISION 03
Money rules live in the database, so nobody can charge a friend without notice.
Money rules live in the database, so nobody can charge a friend without notice.
why
One database function moves each promise through its steps (promised, notice sent, charging) and refuses to charge until the notice is 3 days old. That “3 days” is one shared setting used by the terms, the emails and the payment job.
why
One database function moves each promise through its steps (promised, notice sent, charging) and refuses to charge until the notice is 3 days old. That “3 days” is one shared setting used by the terms, the emails and the payment job.
what it cost
Rules in the database are harder to change: moving the notice period means a database change. The team also needed a place to run payments, so the admin console was rebuilt from scratch: 18 tabs, with its own email sign-in code.
what it cost
Rules in the database are harder to change: moving the notice period means a database change. The team also needed a place to run payments, so the admin console was rebuilt from scratch: 18 tabs, with its own email sign-in code.
PROMISED
→
NOTICE SENT
→
WAIT 3 DAYS
→
CHARGING
→
COLLECTED
18
admin tabs, built from a blank page
18
admin tabs, built from a blank page
8
money rules enforced in the database
8
money rules enforced in the database
3
days of notice before any payment
3
days of notice before any payment
worldofdado.com
A test wish in the admin console. Every new wish waits for a first check on price and delivery, and nobody can be charged for a wish that was never checked.
A test wish in the admin console. Every new wish waits for a first check on price and delivery, and nobody can be charged for a wish that was never checked.
DECISION 04
Three manual checks became two. Delivery prices now come from Henry Labs.
Three manual checks became two. Delivery prices now come from Henry Labs.
why
Every shop delivers differently, so DADO couldn’t work out delivery costs by itself. Before a wish went live, someone on the team looked up the delivery price and typed it in. Henry Labs now gives us that price, even for affiliate links, so that step is gone.
why
Every shop delivers differently, so DADO couldn’t work out delivery costs by itself. Before a wish went live, someone on the team looked up the delivery price and typed it in. Henry Labs now gives us that price, even for affiliate links, so that step is gone.
what it cost
One more outside service between a wish and going live. A price the team used to set by hand now comes from Henry Labs.
what it cost
One more outside service between a wish and going live. A price the team used to set by hand now comes from Henry Labs.
BEFORE · 3 CHECKS
1
Delivery price, typed in by hand
2
Check the money and charge cards
3
Place the order
AFTER · 2 CHECKS
1
Check the money and charge cards
2
Place the order
✓
Delivery price comes from Henry Labs
DECISION 05
If a wish falls short, the money becomes a gift card. And one failed card doesn’t stop everyone else.
If a wish falls short, the money becomes a gift card. And one failed card doesn’t stop everyone else.
why
Before, cancelling a short wish meant refunding everyone. Now, if one card fails, only that promise is paused, and the rest of the payments carry on. A wish that doesn’t reach its goal turns into a brand gift card for the amount collected, or the organiser can pay the rest.
why
Before, cancelling a short wish meant refunding everyone. Now, if one card fails, only that promise is paused, and the rest of the payments carry on. A wish that doesn’t reach its goal turns into a brand gift card for the amount collected, or the organiser can pay the rest.
what it cost
Friends can be charged even if the goal isn’t reached, so we say that first, clearly, on the screen. We ruled out a Visa card, since it’s basically just cash.
what it cost
Friends can be charged even if the goal isn’t reached, so we say that first, clearly, on the screen. We ruled out a Visa card, since it’s basically just cash.
DEADLINE PASSED · 70% OF THE GOAL
Your wish
$1,052 of $1,500 promised
GIVING CLOSED
DADO
BRAND GIFT CARD
$967.84
$1,052.00 collected, minus DADO’s 8% fee
CHOOSE YOUR GIFT CARD
DADO
BRAND GIFT CARD
$967.84
$1,052.00 collected, minus DADO’s 8% fee
CHOOSE YOUR GIFT CARD
Or the organiser pays the gap. They have 2 days to choose.
DECISION 06
The wish locks after the first promise. Once someone joins in, the gift details can’t change.
The wish locks after the first promise. Once someone joins in, the gift details can’t change.
why
A promise is made for a specific gift at a specific price. So after the first promise, the title, story, products, goal and date are locked. Invites and privacy settings can still be changed.
why
A promise is made for a specific gift at a specific price. So after the first promise, the title, story, products, goal and date are locked. Invites and privacy settings can still be changed.
what it cost
Organisers can’t fix a typo after the first friend joins in. I explained this trade-off to the founder, who agreed.
what it cost
Organisers can’t fix a typo after the first friend joins in. I explained this trade-off to the founder, who agreed.
06
06
06 · ALSO DECIDED
Smaller choices that shaped the flow.
Smaller choices that shaped the flow.
Smaller choices that shaped the flow.
Pay what you promise
No fee or tax is added when you join in. The fee comes out of the total, and the goal already includes tax and shipping.
Pay what you promise
No fee or tax is added when you join in. The fee comes out of the total, and the goal already includes tax and shipping.
The words are the agreement
We save the exact sentence each person agreed to, and a test makes sure the screen and the server always match.
The words are the agreement
We save the exact sentence each person agreed to, and a test makes sure the screen and the server always match.
Pull out any time before the notice
Nothing is charged. Guests can do it from the email link, with no account.
Pull out any time before the notice
Nothing is charged. Guests can do it from the email link, with no account.
An honest cost summary
Subtotal, DADO’s 8% fee and estimated tax. A tax of zero is never shown as a number.
An honest cost summary
Subtotal, DADO’s 8% fee and estimated tax. A tax of zero is never shown as a number.
The organiser controls privacy
Names, amounts and totals can be hidden, and invite-only wishes never show up in public.
The organiser controls privacy
Names, amounts and totals can be hidden, and invite-only wishes never show up in public.
Children are never users
A wish for a child stores only a first name, and is never public.
Children are never users
A wish for a child stores only a first name, and is never public.
Apple Pay and Google Pay
Friends can pay with the wallet already on their phone, or with a card.
Apple Pay and Google Pay
Friends can pay with the wallet already on their phone, or with a card.
Refunds and top-ups
Refunds are part of the flow, and the organiser can top up a wish that falls short.
Refunds and top-ups
Refunds are part of the flow, and the organiser can top up a wish that falls short.
Its own sign-in code
The admin console uses an email code to sign in, never a text message.
Its own sign-in code
The admin console uses an email code to sign in, never a text message.
07
07
07 · OUTCOME
Launched in a private beta. Real results still to come.
Launched in a private beta. Real results still to come.
Launched in a private beta. Real results still to come.
We’ll know how many promises turn into payments, and how often people pull out or fall short, after the first payments run. For now, here is what launched and what testing found.
We’ll know how many promises turn into payments, and how often people pull out or fall short, after the first payments run. For now, here is what launched and what testing found.
5,000
people invited to the private beta
5,000
people invited to the private beta
122
test cases on One Big Wish
122
test cases on One Big Wish
14
bugs found, all fixed before invites
14
bugs found, all fixed before invites
18
admin tabs, built from a blank page
18
admin tabs, built from a blank page
8
money rules in the database
8
money rules in the database
08
08
08 · REFLECTION
Launched, not proven yet. Next time, I’d write the warning first.
Launched, not proven yet. Next time, I’d write the warning first.
Launched, not proven yet. Next time, I’d write the warning first.
what I’d do differently
The hardest sentence to write was the one warning people they might be charged even if the goal isn’t reached. Writing it on day one would have shaped the model faster.
what I’d do differently
The hardest sentence to write was the one warning people they might be charged even if the goal isn’t reached. Writing it on day one would have shaped the model faster.
what I’m keeping
When money is involved, the words are the agreement. Every sentence a friend reads is a promise the system must never be able to break.
what I’m keeping
When money is involved, the words are the agreement. Every sentence a friend reads is a promise the system must never be able to break.
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Say hi
durgudemanish@gmail.com
durgudemanish@gmail.com
Copyright @2026 Manish Durgude
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