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Introduction

The Cleo Institute

We evaluated existing non-profit organizations' websites by analyzing their usability - what they offered that could work better and what was missing, always trying to identify opportunities to enhance the user experience. We wanted to understand the main difficulties that users were facing when trying to donate to an NPO-specifically one called The Cleo Institute located in Florida. 


My Role:

UX Designer

UX Researcher


Time:

1 Week


Tools:

Figma

Canva


Team Members:  

Fernanda Bichir

Alyssia Angeles

Ashley Peterson

Goal

Increase donations to Cleo Institute to fund their climate crisis education and advocacy. 

Problem Space

Florida donors say one of the top reasons they stop giving to nonprofit organizations is because the organizations are mismanaging financial resources and spending too much on administration and fundraising expenses (causing trust issues). 

Secondary Research

Misuse of Funds

Misuse of Funds

Misuse of Funds

60% of organizations spend too much on administration and fundraising. 

Unfocused

Misuse of Funds

Misuse of Funds

Charities work on too many different issues at the same time. This leaves less room for focus on particular issues. 

Cleo Website

Existing Website Analysis

  • Overwhelming pages and information inputs
  • Reliability on the burger menu for navigation
  • Lack of transparency for fund allocation 

How might we provide trust and transparency to our users to assure them in donating to Cleo Institute, so that the non-profit can make an impact on the climate change issues in Florida?

Interviews

Warm Up Questions

Interview Questions

Interview Questions

  • Can you tell me a bit about yourself and your background?
  • Where do you reside?
  • Have you ever volunteered for a specific cause? 
  • If you were to donate to a cause, what type of cause would you donate to?
  • Have you ever been impacted by a natural disaster?
  • How familiar are you with the issue of climate change and its impacts?
  • Have you ever experienced any negative impacts due to climate change?
  • How do you feel about donating to climate change charities?
  • Do you want to see improvements in climate change? 

Interview Questions

Interview Questions

Interview Questions

  • Have you ever donated to environmental causes or organizations focused on combating climate change? If so, what motivated you to do so?
  • When it comes to supporting organizations fighting against climate change, what factors influence your decision to donate or engage with them?
  • Have you encountered any challenges or frustrations when trying to donate to environmental causes in the past? If so, what were they and how do you think they could be addressed?
  • What type of changes would you like to see with your donation?
  • How do you think supporting climate change charities can help raise awareness? 

Insights

Lack of Awareness

Chosen Insight: Donating to Causes

Chosen Insight: Donating to Causes

All interviewees lack awareness due to poor organization of information, and not being able to comprehend the information given to them.

Chosen Insight: Donating to Causes

Chosen Insight: Donating to Causes

Chosen Insight: Donating to Causes

All interviewees showed some form of willingness to donate to a good cause but were untrusting in the process.

Personal Involvement

Chosen Insight: Donating to Causes

Personal Involvement

All interviewees have volunteered in the past with past charities and are aware of the various types of activities that are involved with doing do.

Persona

Jessica Torres

 32, LIVES IN Miami Beach, Florida Single | Realtor


  • Pain Points: Unmotivated to donate/No trust in website without transparency
  • Behaviors: Donates loose change/Likes to educate herself on unknown topic/ Ignores X-mas donation boxes
  • Motivations: Donation allocation tracking options/Clear and concise information


“I can tell that sea levels are rising in Miami Beach due to global warming. I want to help a nonprofit organization that is fighting for the cause, but I can’t find websites that showcase enough information to build my trust in the donation process.”

Design Development

UI Inspiration

We explored existing Ui inspiration to better understand what elements and features would best benefit our users.

Solution Sketches

Mid-fi Wireframes

Discover Jassi Kaur

User Testing

3 testers were asked to complete 5 tasks:

  1. Find out more on who and what the Cleo Institute is about
  2. Learn more about the current projects 
  3. Read more about Project Ocean 
  4. Donate to that cause ($25/weekly)
  5. Enter Payment Details and Submit


 

Testers said the task flow was logical, straightforward, and easy to navigate. They appreciated information about individual projects and the non-profit validation in the footer. They also provided insights on adding more options and context. 


Only ⅓ testers struggled slightly but they were able to recover smoothly and quickly through the tasks given. Overall, we had positive feedback as our design provided a transparent and trustworthy output. 

Final Prototype

Conclusion

 

During this Design Sprint we analyzed the usability of a pre-existing website for a non-profit based in Florida, while always putting the user needs at the center of our research and design solutions. We wanted to understand what was stopping Floridians from donating to the Cleo Institute and concluded that they were missing clear and straightforward information. 


Our expertise along with research and user testing provided a productive sprint process with confidence in the choices made for a redesigned mobile website.

We expect that the Cleo Institute will see more engagement on site and likely more donations due to clearer information hierarchy, transparency, and ease of donating to a project they care the most about.

Jassi Kaur

Copyright © 2024 Jassi Kaur - All Rights Reserved.

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