Redesigning the Non-profit’s Website:

BLUE HORIZON TEXAS

Successfully increased charitable donation to historical amount and streamlined the membership recruitment process

Tools: R-studio, Zoom, Figma, Google Slides, Sheets, Docs, Asana, Slack

Scope: 8-week sprint, Direct collaboration with founders and core team

Project type: Website, Social Good

My Role: I took the lead in UX research, prototyping, and implementation to make sure that my findings had a significant impact on the final website design. I also implemented the new brand design, creating a trustworthy and positive brand identity.

Main Objective: Executive priority to upgrade website, branding, information architecture.

Overcoming the Challenge of Low Donations and Improving User Experience through Design

  • Addressed issue of low donations by improving website usability

  • Streamlined website design to better showcase organization's branding and messaging

  • Improved website navigation and information architecture to prioritize user experience

  • Transformed website from organization-focused to user-centered to better meet user needs and expectations

Screenshot of the previous website

Our Research Goal is to enhance the conversion rate and motivate individuals to become part of the community and make greater contributions to the organization.

KEY RESEARCH METHODS

In-depth data analysis provided insight into the specific political leaders targeted by the organization.

  • We analyzed the data sheet using R-studio to learn about the demographic of current and potential users.

  • Allowed me to make informed decisions on where to leave space for growth in the information architecture.

  • The website should serve to :

    • Drive donation

    • Engage volunteers, candidates, and county parities

    • Emphasize the impact of the organization

    • Attract new members through illustrating the organization’s resources

Leveraging Stakeholder Insights to Highlight Relevant Information and Strengthen Organizational Outreach: attracting political leaders through demonstrating the power of synergy through unity.

Data Analysis, Qualitative Interviews, Secondary Research, User testing

Through conducting stakeholder interviews, I gained a comprehensive understanding of the organization's short- and long-term goals, and the key features to be incorporated

Qualitative interviews uncovered users' concerns regarding donating.

  • They did not feel their contribution mattered

  • Lack of trust in the organization

  • Boredom of repeatedly giving to the same efforts

  • The donation process is too complicated

MOTIVATION

  • Center the impact of the organization

  • Make giving feel really good (Immediately & Long-term)

  • Spotlight social norms

  • Keep things novel: Tell recurring donors about new projects

ENCOURAGEMENT

  • Make giving easy

  • Prime the right identity (Community member)

  • Use interactive & encouraging (but not pushy) language

Our Solution

Increase Donation Rate and Amount Given

Inspired by principles of behavioral nudges, we increased charitable giving through the website's messaging. By focusing on engagement, motivation, and persuasion, we effectively established the organization's trust and the importance of giving throughout the website's design.

We surpassed historical donation amount received during the first month of launch 🎉 🎉

  • Increased conversion rate to solicit donations, new members, and program signups

  • Kept design user-focused

  • Made use of strong visual elements like images and infographics

  • Focused on conversion-optimized online donation pages and forms

  • Incorporated key calls-to-action to funnel users toward target actions

Data visualization project

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