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Case Study
2 weeks
Research and Redesign
Hann-wei Chang
Heurisitics Research and Redesign
1. ANALYSIS
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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.
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2. DEFINE
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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.
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3. DESIGN
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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.
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4. DELIVER
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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.
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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.