MARIA GUADALUPE
Discover how we improved website usability and encouraged more donations for this NGO.
PROJECT OVERVIEW
Context: MG is an NGO dedicated to breaking the cycle of poverty through education
Challenge: in May 2022, the NGO wanted to launch a campaign to reach out for more donors, but donors got frustrated trying to use MG website to get the information they needed to donate & had a hard time to make their donation.
Goals: improve user experience, encourage more donations, improve donors satisfaccion.
KPI: hours per task, conversion rate, donors satisfaction, donors task success.
Methods Tools Deliverables
In-depth interviews
User personas
Card sorting
Usability testing
Workshops
Encabezado 6
Trello
Mural
Figma
Optimal workshop
How I discovered what donors want
In-depth user interviews
I focused on understanding the NGO’s teams needs and the donors' current experience with 5 stakeholder interviews and 7 donor interviews.
I asked participants what information they wanted to see on the non-profit website before they decided whether to donate. Their answers fell into two broad categories:
• The organization’s mission, goals, objectives, and work.
• How the NGO uses donations and contributions.
In essence, what users expressed they need to know before they decide to donate is: what is the NGO trying to achieve, and how will they spend my money?
How I got to understand the mindset, motivations and behaviours of potential donors
User persona, user journey, user flow.
After gathering all our data I identified 2 user types and, based on that, created 2 user personas so the team members at the NGO could find an easier way to relate to donors needs and pain points. After creating user personas I developed user journeys and user flows.
User persona, user journey, user flow
What I discovered about donors pain points
Key information
First thing users did, was to search the home looking for information about the NGO´s mission, goals and objectives. Most users had trouble finding this information on MG website and felt frustrated.
Payment
Payment process was not easy at all for most donors. Options on how to collaborate were unclear.
User flow
MG website provides information for donors as well as for students who attend school and their families. Donors had a hard time to complete the given tasks due to the website architecture.
How might we encourage more donations?
I facilitated a brainstorming workshop, we came up with three solutions hypothesis, for the previous three problems, in order to transform user frustrations into delight and lead the user to reach her goals.
Website and rebranding's solution process
Information Architecture
Low fidelity wireframes
Card Sorting
Hi fidelity wireframes
Ideation workshops
Prototype
Welcome to Maria Guadalupe´s new website
The new website after the rebranding process suffered several changes. Some of the things we did were: we included a brief mission statement on the Homepage explaining what the organization does, how it’s done, and why. Users in our study wanted to read a clear and distinct mission statement about the organization. They weren’t interested in reading paragraphs and pages of information to get the gist of the organization’s purpose, so we provided a clear, short and informative statement of MG mission.We also provided an easy to locate link (CTA) to donate and we changed the copy of the CTA button to make it more attractive to donors. Finally we included a secure way for donors to fill in their donation form.
