Donation process mobile web design
Optimizing the donation experience
Timeline
From explorations to final designs in 8 weeks
The Starlight Foundation
The Starlight Foundation sought to improve their landing page's performance, as many visitors were abandoning the donation process early. The project focused on increasing transparency and trustworthiness while simplifying the donation experience to encourage conversions.
Objectives
Increase Conversion Rates: Improve the donation process to encourage more users to complete donations, particularly first-time visitors.
Enhance Trust and Transparency: Address trust concerns by ensuring transparency in how donations are used and clarifying the impact of contributions.
Simplify the User Experience: Create an easy-to-navigate, accessible, and secure donation process by simplifying forms and providing clear information.I
Incorporate Emotional Storytelling: Use compelling storytelling and visuals to emotionally engage users and connect them to the foundation’s mission.
Improve Accessibility and Inclusivity: Ensure the donation platform is inclusive and accessible to a broad audience, accommodating diverse needs and preferences.
User Interviews:
Competitive Analysis:
I analyzed competitor charity websites to identify effective strategies and pain points:
Transparency: Clear messaging about how donations are used.
Emotional Engagement: Personal stories and visuals that connect emotionally.
Wording: Concise and persuasive headlines.
Forms: Short, simple, and clear donation forms.
Donation Options: Multiple and flexible donation methods.
Personas:
User Journey Map:
Here’s a high-level view of Empathetic Emma’s journey:
Stage 1: Awareness
Finds out about Starlight Foundation through social media.
Visits the website, but has initial doubts due to trust issues.
Stage 2: Consideration
Browses the site and reads stories about impact, but remains hesitant about the lack of clarity around the donation process.
Stage 3: Action
Attempts to donate but feels frustrated by long forms and unclear donation methods.
Stage 4: Post-Donation
If successfully donates, feels content, but might have concerns about follow-up transparency (e.g., how the donation is being used).
Brainstorming:
Wireframes:
Problem Statement:
Visitors abandon the donation process early due to a lack of trust, transparency, and overly complex forms. First-time visitors don’t feel emotionally engaged or confident in how their donation will make an impact.
Clarify the Donation Process
Highlight case studies or examples of where previous donations made a significant impact.
Provide clear, step-by-step information on how donations are used, including a visual breakdown.
Increase Transparency and Trustworthiness
Offer clear privacy policies and reassurances regarding the safety of personal information.
Display certifications, endorsements, and testimonials from reputable sources.
Storytelling for Emotional Engagement
Feature donors’ stories or quotes about why they support the cause
Use real-life stories, photos, and videos of individuals helped by the foundation to foster an emotional connection.
Enhance Accessibility and Inclusivity
Offer multiple donation options (one-time, recurring, virtual cards).
Simplify the donation form, reducing the number of fields to essential information.
Ensure the website is fully accessible for users with disabilities (e.g., screen reader-friendly).
The project focused on making the donation process clearer, more trustworthy, and emotionally compelling, all while ensuring accessibility. By addressing these core issues, the Starlight Foundation can improve conversion rates and engage more first-time donors.