Children of Conservation
Conservation | UX Design
Summer 2020
Background
RESEARCH
Competitive Analysis
A competitive analysis was used to compare similar nonprofits. I compared with three organizations that may have been larger but did similar work in terms of conservation and education. There are a few key points I noticed as I was looking through each website:
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The donate button is on the top right corner of the header. This makes it easy to access right away.
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They explained why donating to each organization is important on the home page.
Interviews
Simultaneously, I did a round of interviews with 6 individuals to understand what they look for when donating to a conservation website. I chose 6 individuals who will volunteer, and those were the public individuals when they decide how they go about donating. I pre-screened these individuals so that they are familiar with or have donated to conservation or a children’s organization in the past.
Some of these research questions were:
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Tell me about the last time you donated to a non-profit conservation/children's organization.
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How did they hear about the organization?
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What key information about the organization do you look for when donating?
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How do they go about donating to a specific organization?
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What made them interested in going on their website and donating?
I'd like to research the legitimacy and impact of their work.
Sometimes I get overwhelmed by the time I get to donate.
I initially hear about the organization when I talk to someone.
Making Sense of the Data
Card sorting
A card sorting session categorized some of the information that was shared with me through the interviews.
Journey Map
I created a journey map to understand how the interviewees were feeling from the initial research.
Insights
01
Transparency and legitimacy are important for them to want to donate to an organization.
03
Donation processes should be accessible and smooth for them to quickly donate.
02
About 67% of the interviewees hear about the organization from word of mouth first before going on their website.
04
If they know little about the organization, they want to understand what their donations could do.
DESIGN
The design aimed to achieve:
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Reduced time spent on looking to donate.
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Easy access to learning more about the organization and the people who run it.
User Flow
The user flow was to show how new donors can go about viewing the website to learn more about the organization before donating.
Site Map
A site map helped determine the structure of the new version of the website.
Prototype and Feedback
After designing a medium-fidelity prototype, I interviewed three of the same individuals who were new to the organization and one individual who had experience with the organization.
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They enjoyed seeing visuals and learning about the Board and staff members.
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As I tested when the marches for Black Lives Matter were going on, 50% of individuals wanted to see a statement on their website.
Key Changes
Key changes to the website were made:
1. Added a statement about Black Lives Matter in the About page.
2.
WRAP UP
Impact
"Working with Yury was a pleasure. She is efficient, professional, and creative. Her intuitive work style meant that she understood what we needed and delivered it to us quickly and beautifully! I'd recommend Yury to anyone."
- Lorna, Director of Children of Conservation
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The number of views of the website and donation page had increased by 15%.
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Board members complimented about the About page.
Reflection
Organization information rather than donation process
My research was more heavily focused on the organization rather than on the donation process. This was interesting to me because it really shows how people dedicate their time to researching the organization.
Images are powerful.
Images of people, logos, etc on their websites help people understand more and provide transparency of the organization that they donate to.
This is extremely important for people who want to give back with their money.