Non-profit organization website redesign strategies to optimize donation process, expand donor base, and define their presence.
Product Design:
Responsive Web for Mobile
Children
in Conflict
PROJECT BACKGROUND
Children In Conflict (CIC), a non-profit organization, was established in 2017 to protect, educate, and provide hope for children in conflict zones worldwide.
As a new organization, CIC's objectives were to:
1. Expand their donor audience
2. Optimize the donation process
3. Define their presence (online & offline)
ROLE & DURATION
User & landscape research, strategy, visual design
Team of 4 designers
Sept 2018 - Dec 2018
The Challenge
As a new charitable organization with limited resources and a weak reputation, trust is difficult to obtain in potential donors.
How can Children in Conflict gain the trust of potential donors to donate and help grow the presence/donor base of the charity?
The Solution
Website optimization strategies, building in the following features:
Donor account profile: rewards system for a personalized and connection-driven experience
Donation progress tracking: encourage transparency and connection
Interactive fund usage map: provide reassurance and motivating information to users
Background Research
We researched into the charitable organization landscape, learning about donor behavior and how it has changed over the years with technology. Our user interviews and research focused on potential donors and their thoughts about charities, the donation process, and what they would need in order to donate to a new charity like CIC.
Data Analysis & Insights
We then organized and gathered our findings and interviews into the following four key insights, narrowing each into How Might We statements to better transition into brainstorming solutions.
1. Transparency
People need a clear breakdown of where their money is going.
How might we…
Better communicate the end goal of each contribution? Create a sense of trust within the process?
2. Motivation
People are more inclined to donate if they receive something in return.
How might we…
Make donors feel more appreciated? Encourage donors to donate again?
3. Connection
People are more willing to donate if they can boost their social image.
How might we…
Better develop a community within donors? Spread the joy of donating and sharing with others?
4. Security
People are more willing to donate if they know their money is securely transferred.
How might we…
Help donors better understand the transaction process? Create visuals that will show the donation process?
User Persona
Following the research phase, we gathered the feedback data and information to create our ideal user persona. This helped us pinpoint and understand our target audience, their background, needs, and pain points.
Journey Mapping
By creating an ideal user path “happy path” for our persona to follow, we broke down the stages of the experience from first visiting the website through post-donation experiences. Each stage in the journey targets certain insights, ensuring our solution addresses the findings from our research.
Ideation
Following our journey mapping session, each team member took on a different component of our solution. I took charge of the Rewards component of our solution, targeting the motivation and connection insights of our research. With the added incentive of rewards to redeem, users feel appreciated and motivated to get involved.
The Solution:
Interface Design
STAGE 1: Research
Potential donors need to know where their money is going to feel assured to donate. Users can clearly see where contributions are used (geographically and broken down into spending categories), and can trust that funds donated to CIC are well spent. Ample information and visuals provide reassurance and credibility.
STAGE 2: Donation
Upon donation, users are encouraged to set up an account and learn how they can earn points from their donation. Points can be earned through various methods to help spread awareness about CIC, which then can be redeemed for rewards.
STAGE 3: Account Setup
Account setup is quick and easy. Information used in the donation process is saved and applied in the account setup for the user's convenience. User's can personalize their interest in various causes, and see the points they have just earned.
STAGE 4: Post Donation
Once rewards have been redeemed, users are taken back to their account profile where they can browse through other features available, indicated by the 3 tabs. The Community tab helps users feel more involved and connected to fellow donors in their local area. The Donate tab allows users to follow-up and track their past donations, helping them stay connected to their contributions.
Project Reflection
From the beginning, my team and I were given a set of conditions by the Children in Conflict team. While designing our solutions, we had to keep in mind the organization’s small capacity/team, considering the administrative support needed to implement any changes. CIC’s budget was also small, so we had to come up with feasible and realistic solutions. With these challenges, our team worked hard to design accordingly.
In addition to the constraints set by the client, we had the additional time constraint put on by the course from which we were given this opportunity. We were given ten weeks from start to finish, from reading the client’s creative brief to presenting our case to CIC’s team. It was a great experience in team collaboration, ensuring we stayed on track with our process and delivered solutions by the given deadline.
OVERVIEW
This project was a class assignment for UX III - Applied, a ten-week course at UCLA Extension's UX Design Program. Working in teams, students were presented with a real-world case study to research, design, and create a solution for.
Case presentations were made via video conference to Children in Conflict’s leadership team.
TEAM MEMBERS
Pablo Gomez, Mari Hirano, Biti Nguyen, Melinda Wu
SUPERVISION
Amy Haupl, instructor