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Case Study
2 weeks
Research and Redesign
Hann-wei Chang
Heurisitics Research and Redesign

1.  ANALYSIS

 

Heuristics

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METHOD

Heuristics Analysis

KEY INSIGHTS

Logo is not a clickable link to homepage
Overwhelming Navigation
Donation button prioritized

From a Heuristics Analysis, it was observed that the logo did not link home, the navigation had too many categories, and the donate icon is prioritized for users to see.

METHODS

Survey 
Comparative and Competitive Analysis

KEY INSIGHTS

Users visiting explicitly to donate
Expected donate icon function
Logos are expected to link home

During a survey study, I realized there are visitors that visit the site specifically to donate.  A Comparative and Competitive analysis verified the importance of donate call to action icons, and all competitiors had a clickable logo directed to the home page.

Survey and C&C

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2. DEFINE

 

Persona

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METHODS

User Interviews
Persona Creation

KEY INSIGHTS

People want to help
Trust affects organization support

User Interviews strongly indicated a sincere interest in supporting non-profit community organizations.  However, there was also a strong challenge of trust for each user to consider donating.  The creation of Charlene Caren is based on these values.

METHOD

Journeymapping

KEY INSIGHTS

Trust affects donation satisfaction
Current donation flow distracts User

Charlene's experience highly fluctuates as she interacts with the webpage.  It results in so much confusion, whether or not she submits a donation, there may still be no satisfaction to her as a donor.

journeymap

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3.  DESIGN

 

CardSort

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METHOD

User Card Sort

KEY RESULT

Current sight has too many categories

Performing a card sort and using all pages of the site, it was found that no users came up with anymore than 5 categories based on the site content.  This validated the assumption that the navigation would be too overwhelming for users.

METHOD

Site Map redesign

KEY RESULT

Condensed efficient Navigation 

Based on the card sorting behaviors the sitemap redesign organized all site content into four main categories.

Sitemap Redesign

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4. DELIVER

 

Lofi sketch

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METHODS

Low Fidelity Prototyping
Usability Testing

KEY RESULTS

Missing components Users expect
Donation purpose not clear

For the initial Low Fidelity Prototype the most significant conern from users in the donation process was where the donation would be spent and whether it was a real organization.

METHOD

Medium Fidelity Prototyping

KEY RESULT

Donation action highlighted
Categories reduced

Descriptions were added in the transaction process to assure donors how funds are spent.

A consistent organization name is used throughout the entire transaction.

High Fidelity redesign

Survey and C&C

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The initial challenges of using the original website prevented Donors that wanted to donate from completing the transaction.  This happened because the checkout process had inconsistencies that would confuse Users.

The redesign simplifies the transaction process and the Navigation of the site so Donors and Visitors alike have no confusion when interacting with the service.

ux@hannweichang.com

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