Reef Life

The Reef Life Foundation website redesign aimed to improve donation flow and enhance accessibility. I focused on simplifying the donation process and increasing user engagement.

My Role

UX Researcher| UI

Timeline

3 weeks

Tools

Redesign Goals

  • Boost donations and 'adoptions' for sea life

  • Increase visibility of the cause and ongoing projects

  • Create a sense of urgency around ocean protection

  • Clearly show allocation of donations to active projects

  • Improve overall design for a more user-friendly experience

Research Objectives

  • To identify pain points in the donation journey

  • To prioritize website elements for redesign

  • To improve the overall user experience for donors

Competitive Analysis

Why

How can we delve into the underlying motivations of ocean conservation supporters to create a more intuitive and engaging online donation experience for the Reef Life Foundation, while also effectively differentiating our missing from other environmental charities?

What

  • Understanding donor motivations and hesitations

  • Identify barriers that are preventing potential donors from donating

  • The effectiveness of the website in communicating the foundations mission and the impact of donations

Survey Questions

What type of donation would you most likely make?

  • Direct Monetary donation

  • Purchase of merchandise where proceeds go to the cause

  • Monthly recurring donation subscription

  • One-time donation as part of a special campaign or event

How important is it for you to donate and support to non-profit organizations?

Interview Questions

  • Can you describe an experience that either increased or decreased your trust in a conservation organization?

  • How did you first become interested in conservation?

  • How do you feel your donations in the past have impacted an NPO?

  • What elements of the donation process increase your trust?

Survey Takeaways

  • Only 43.5% said the impact of their donation was clear

  • 78.3% said they would like to get an item (or merchandise) from their donation

  • Most desire to make an impact with their donation

  • Most value sustainability

  • Overwhelming responses stating they want to see the results and impact their donation is making

Defining Our User

Problem Statement

Inside Statement

We believe that sharing the impact of donations with ocean enthusiasts will help them feel that they are making a meaningful difference in ocean conservation efforts

Riki needs to see the immediate, tangible results of their contributions because they crave an emotional connection to the impact they're making

Assumption:

Users care about ease of donation process

While users value the ease of the donation process, their primary concern is that their contributions are making a real impact.

Brainstorming & Feature Prioritization

Key Redesign Features

Impactful information on the mission of the NPO

Easy donation process

Clearly showing results or impact of the project

Low Fidelity Prototype

Design Process

Example of Donation Parent Page

Wireframing

Prototype Flow

Example of Homepage

Impact

Final Outcome

The simplified process led to improved user satisfaction, engagement, and donations