Project Description:
In order to make a user friendly site and tell a powerful story, we created an engaging user experience to give a clear understanding how contributions have maximum impact on developing communities.
My Role:
My main focus during this project involved conducting user research through usability testing and surveys and redesigning the information architecture and the homepage for both desktop and mobile. I acted as art director and developed our style guide as we conducted three rounds of user testing and iterations on our redesign.
Tools Used:
Adobe XD, Figma, Affinity Photo and Designer
Team Members:
Zach Lemis
Samantha Samuelli
Beau Lajenesse
Overview
Background
The Project CURE website is in need of a redesign. They want to be able to reach more people to spread their message of “Delivering Health and Hope”. They are in need of more donations of medical supplies and monetary support. They want to draw in more medical professionals to expand their offerings of CURE Clinics across the world.
The Problem
Ample funding is the only way for non-profit organizations to continue making an impact across the world. With a cluttered website with usability issues and no clear message, Project CURE is losing out in potential contributions and volunteers as prospective supporters seek other causes.
The Problem
Ample funding is the only way for non-profit organizations to continue making an impact across the world. With a cluttered website with usability issues and no clear message, Project CURE is losing out in potential contributions and volunteers as prospective supporters seek other causes.
User Research
Stakeholder Interview
In order to learn more about Project CURE as an organization and the numerous services they provide across the globe, we reached out to Douglas Jackson, the president and CEO of the non-profit organization.
He explained the existing pain points volunteers and contributors are experiencing while on the Project CURE website. Their goal is to build a continuous cycle of returning volunteers and donors by creating excitement around Project CURE’s mission and to provide an enjoyable and hassle-free experience.
From the interview, we created an affinity diagram to discover a few key takeaways that will help guide our design process and keep our vision in line with Project CURE.
Douglas Jackson
President & CEO of Project CURE
Key Takeaways
- More interaction (i.e. photos, videos, icons, etc.)
- Create an exciting and bold look and feel while keeping a red color palette
- Build brand awareness for the Project CURE mission and vision
- Present more information about the mission to get people excited to get involved
- Improve the CURE Clinic application process
Usability Testing
We conducted user testing on Project CURE’s current website to see what issues users encounter. We conducted four tests split between mobile and desktop sites. The participants were given the task to learn more about CURE Clinics and sign up for one.
Usability Issues
- Frequent navigation errors due to button presentation and sizes, hover areas, and broken links
- Inconsistent language used throughout makes it hard to find specific pages
- Difficult to find available CURE Clinic trips
- CURE Clinic application form is confusing and hard to read
Survey Insights
We surveyed 32 participants through the use of various social media platforms.
We discovered that people will gladly volunteer their time and money to support a cause they find important as long as they feel confident that are truly making an impact in the world.
The quickest way for an organization to lose that confidence is through misuse of funds and resources by overpaying staff and executives instead of truly helping those in need.
27 Responses for an Important Cause
Have you ever volunteered for or donated to a non-profit organization?
24 Responses for Both
How do you differentiate organizations that provide similar services?
18 Responses for Success/Impact
Empathy Map
Our users are those who wish to make a maximum global impact with their time, expertise, and support. Whether they volunteer locally or travel abroad, they are global thinkers who want to positively impact underserved communities around the world.
We focused on Jennifer, a 36-year-old nurse, with a passion for helping others. She started volunteering locally and is now ready to utilize her medical knowledge and skills to serve abroad.
Says
- I want to invest my time and expertise into helping others.
- I can’t just sit around while people are suffering.
- My medical skills are needed elsewhere.
- It’s devastating to see other countries without basic medical supplies.
Does
- I’m actively researching opportunities to positively impact communities that need my help.
- I need to look into the requirements for participating in a CURE Clinic.
- I volunteer and am a proud supporter of World Vision and Charity Water.
Thinks
- What can I do to get a break from urban life?
- Where can I travel while still focusing on making a difference?
- Where can I make connections with like-minded individuals around the world?
- I need to become more culturally competent.
Feels
- I can’t afford to travel on a regular basis.
- I’m nervous about the cultural differences. Will other communities accept me?
- I don’t know if I’m ready to leave my friends and family.
- I’m grateful that I have the ability to help others.
Thinks
- What can I do to get a break from urban life?
- Where can I travel while still focusing on making a difference?
- Where can I make connections with like-minded individuals around the world?
- I need to become more culturally competent.
Feels
- I can’t afford to travel on a regular basis.
- I’m nervous about the cultural differences. Will other communities accept me?
- I don’t know if I’m ready to leave my friends and family.
- I’m grateful that I have the ability to help others.
Pains
- Lack of income to travel/volunteer abroad.
- Lack of cultural competency.
- Has to leave friends and family behind while traveling.
- Language barrier with locals abroad.
- Potential health risks.
Gains
- Medical skills are highly needed for training.
- New cultural and travel experiences.
- Variety of volunteering opportunities.
- Opportunity to connect with other medical professionals.
- Receive a break from urban life.
User Persona
Jennifer Andrews
Age: 36
Occupation: Nurse
Location: California
“I need a break from urban life to pursue my humanitarian drive. I want to gain a sense of fulfillment but have to find the inner strength to guide me to new opportunities.”
Bio
Jennifer has always had a passion for helping others and pursued a career as a nurse. After burning the midnight oil in the industry for many years she decided she was ready to give back in other ways. Los Angeles had become too crowded and too expensive. She was ready to see the world.
Through some friends at the hospital, Jeniffer heard about Project CURE, a program that allows her to harness a variety of her skills to help others around the globe in places lacking with medical support, experience, and tools needed for everyday care and survival.
She was able to start by volunteering to sort supplies at a local warehouse then eventually becoming a donor. Around a year later she was ready to head abroad! She found a program in Uganda looking for experienced cure providers for some other rural hospitals!
Likes
• Hiking with her dog
• Traveling the world
• Helping the less fortunate
• Science & Medicine
Dislikes
• Watching scary movies and sports
• High living expenses of LA
• Becoming inactive/lethargic due to working long hours
• Selfish people
Goals
• Use medical background to help the less fortunate
• Travel and experience new cultures
• Find new opportunities to volunteer
• Make a difference in the world
• Make connections on a global scale
Pain Points
• Lack of income
• Cultural change
• Time away from friends and family
• The emotional toll the nature of her work would bring
- Introvert / Extrovert
- Thinking / Feeling
- Analytical / Creative
- Passive / Active
Definition & Ideation
Brainstorming
Through compiling our user research, we utilized a number of brainstorming techniques to aid in developing our user insights, hypothesis, and value proposition for Project CURE. Using these materials, we were able to guide our design process.
SWOT Analysis
Mind Mapping
Business Model Canvas
Value Proposition Canvas
User Insights
People are passionate about supporting causes they care about. With life, work, and family it can be tough to find the time, money, and energy to act on those passions.
Those who are excited to help others want to be confident that they are making a difference. With a clear message and proven results, non-profit organizations can increase their funding and manpower, in turn making a bigger impact across the world.
UX Hypothesis
Potential supporters need to feel excited to get involved while being confident that their efforts are making an impact.
If Project CURE can highlight their mission, showcase the impact they have made in people’s lives, and be completely transparent with their finances then people will be more likely to support and volunteer with Project CURE.
Value Proposition
Your donations and efforts ensure that developing countries have access to medical supplies, health services, and proper training that will save lives in their communities. Together we will deliver health & hope to the world.
Scenario & Storyboard
Jennifer felt a lack of purpose in her daily routine and was ready to do more to give back. Through her research, she found an organization called Project CURE. Their mission encouraged her to sign up for a volunteering opportunity in their warehouse. If all goes well, she will volunteer for other opportunities to travel to developing countries and teach important skills to those working in local communities.
I’m tired of my everyday routine.
Jennifer was exhausted from her current daily routine. After learning that underdeveloped countries lacked basic healthcare tools and skills, she decided it was time to give back.
What is Project CURE?
Jennifer heard about Project CURE. She was interested in their mission and decided to apply to volunteer in their warehouse to help sort and pack donated medical supplies.
What an amazing experience!
After her first day volunteering, Jennifer left feeling that this was her purpose in life and was now encouraged to look into other opportunities to help the organization.
I need to see these conditions in person.
Jennifer knew that she had skills that would benefit the CURE Clinics. She knew she could provide support and training to benefit underdeveloped communities. She applies to go on the next trip to Uganda.
What can I do if I can’t volunteer?
Jennifer realized that she had to find a balance between helping with Project CURE and working. Jennifer set up a reoccurring monthly donation to help support the organization when she can’t volunteer.
I can’t wait to get others involved!
Jennifer is thrilled to be a part of such a great organization. She can’t wait to continue her efforts and share this experience with friends, family, and colleagues.
Testing & Iterating
Information Architecture
Project CURE’s site was confusing, hard to navigate, and had repetitive content on multiple pages. We analyzed the current site’s content and consolidated information and revamped the sitemap to make it easy and intuitive for a user to find any information they are searching for.
We took inspiration from other large non-profit organizations and distilled the information presented to the user with four main navigation tabs and limited the number of drop-down options to a max of four as to not overwhelm users with too much information too quickly. Each option included a helpful tip, highlighting potential actions they can take on each page, giving confidence to users navigating the site.
Card Sorting
Updated Sitemap
Desktop Navigation Prototype
Mobile Navigation Prototype
User Testing
Goals
- Have the user understand what type of work Project CURE does.
- To have the user learn more about their story, mission, and values.
- Have a user successfully find and apply to a CURE Clinic.
Research Questions
- Is the homepage engaging and informative?
- Does a user feel inclined to explore more of the site?
- Can the user easily discover the various ways to contribute to Project CURE?
- Is the signup process for a CURE Clinic easy?
User Tasks
Task 1: Navigate the homepage
Explore the various sections of the homepage, learn about the organization and the impact they’ve made.
Task 2: Learn More
Learn more about the background of the organization and dive deeper into their mission, values, and story.
Task 3: Volunteer
Explore the various volunteering opportunities locally and abroad.
Task 4: Commit
Select a CURE Clinic trip and apply.
Testing Takeaways & Iterations
Main Desktop Iterations
- Presented the Project CURE story before any CTAs
- Introduced other colors to the red color palette
- Added home page animations
- A mix of photos and icons to balance the page
- Clear section dividers
Main Mobile Iterations
- Introduced multiple scrolling sections to chunk important information
- Added expandable text sections to condense content
- Built a secondary menu for easy in page navigation
- Buttons/tappable areas are sized appropriately for easy use
Lo-Fi Testing
- Some difficulty finding the option to volunteer at a CURE Clinic
- Users confused by the fact that “applying to CURE Clinics” was under ‘Our Work’ instead of ‘Get Involved’
- The mobile version has a very long page on the home screen
- Users need to learn about the story first then can decide whether they would like to donate or not
Lo-Fi Home Page
Lo-Fi About Us Page
Lo-Fi CURE Clinic and Upcoming Trips Pages
Mid-Fi Testing
- The color palette is pleasant and welcoming
- The navigation flows much better and the menus make more sense
- FAQ Page: Participant Expectations is listed twice
- Mission & Values: Start more with the Mission statement before Our Story
- CTA button to view upcoming trips needs to stand out more
- Tappable areas on the mobile version are not the appropriate size
- The spacing on the application forms is too spread out
Mid-Fi Home Page
Mid-Fi About Us Page
Mid-Fi CURE Clinic and Upcoming Trips Pages
Style Guide
We started exploring different colors and components in the mid-fi prototype to expand upon the stark red and white palette of the current site. Our goal is to present the user with a more friendly and engaging experience that invites them to interact and explore the page to eliminate any confusion on what is or is not clickable/tappable.
Hi-Fi Testing
- Homepage: Change text to focus on the Project CURE mission, impact and programs
- Homepage: Shortened trip highlight section
- Application form still needed space condensing
- Change the step breadcrumbs to one color on the application
- Change order of ‘How Your Donation Makes a Difference’ followed by the donation CTA
Hi-Fi Home Page
Hi-Fi About Us Page
Hi-Fi CURE Clinic and Upcoming Trips Pages
The Solution
Improving the messaging and layout will help users navigate through important pages so they can learn more about an amazing organization. Improving the process to volunteer and donate will also give the user more confidence and trust in their investment.
Prototype
Desktop
Mobile
Conclusion
Final Thoughts
- There are numerous causes, charities, and organizations that are all competing for people’s attention and support. Each one claims they are doing the best work and making the most impact. We had to find a way to differentiate Project CURE to capture the attention and heart of potential supporters so that they may continue to serve those in need.
- Our goal was to design a compelling and engaging experience to create a roadmap for users to volunteer locally, travel abroad, and donate. We want to keep users in the Project Cure system while they continually bring in new supporters, repeating the process over and over again.
- Most users mentioned that they support an important cause that truly makes an impact in the world. By presenting the information, story, and success first, we are able to excite potential supporters to choose Project CURE.
Key Performance Indicators
- Number of pages a new user visits
- Time on page before donating or signing up to volunteer
- Number of repeat donations and volunteers
- Number of social media shares and new users visiting from social sites
Next Steps
- Create an account to become a member to manage donations, upcoming trips, and events/fundraisers.
- Connect and communicate with previous and current volunteers and the members of the communites they are helping.
- Better social media integration, allowing users to share content and request donations on their social accounts.
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412-874-7804
lemiszach@gmail.com
linkedin.com/in/zachlemis
@zachlemisdesigns
Designed With Care