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Project Overview

Role - UX/UI Designer
Timeline -  5 Day Design Sprint
Project Type - GroupAcademic BrainStation Diploma
Tools - Figma
Designed For - Desktop
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Design Methodology

The Approach 

5-Day Design Sprint

Using Jake Knapp's 5-Day Design Sprint, our group of 4 designers were given the task of evaluating and improving the donation process of a non-profit organization of choice.

The Problem Space

The goal for this design sprint was to empower the organization to effectively express its value and mission to inspire individuals to drive positive change. We evaluated the organization's landing page and the experience of making donations to enhance usability.

Choosing Our Target Organization

BC SPCA

When choosing which non-profit we wanted to do our group all had the love of animals in mind. With that BC SPCA was the first organization we had in mind as it was a local organization and close to our hearts.

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Secondary Research

Individuals have doubts regarding the transparency of how their donations will be utilized.

4%

Of organizations display what contributions go towards on the home page.

12%

Of donors don't trust organizations to spend their money well.

60%

Of people stop donating, due to lack of emotional connection towards the organization.

9%

Of millennials are animals, which is the second lowest age group. 

Primary Research

Why don't millennials donate?

To get a better understanding of our target users as a group we interviewed 5 individuals who have had concerns donating to donating to certain charities in the past

It would be nice if they were telling me something 
specific they are doing, like we are buying food and clothing

-Timothy

I'm concerned about my money going to administrative costs.

-Lacey

Key Theme - Not Having The Proper Information

Hasn't Benn provided the proper information they would like to see.

Doesn't know exactly what is happening with their money.
 

Knowing the donation goes directly to the cause. 

Doesn’t know enough about the charity to donate.

Would more likely donate to an organization that is well-known (“reputable”)

Donates to Give Directly because leverage is good.

Pain Points

Motivations

Behaviours

Usability Review

Donating to the BC SPCA

To really put ourself in the users shoes during this process, we decided to donate to the organization to get the full experience of how their website works and also to give back to the animals.

What Are Their Values and Mission?

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It took us a couple of minutes to find where we needed to go. When trying to find the values and mission of the BC SPCA we had to go to their footer to find about us then were taken to the about us page and given options on the side for which category we wanted.

 

Although it only took us a couple of minutes we could see how this would frustrate a user wanting to quickly donate and know who they're donating to. 

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Design Challenge

How might we better communicate the impact of donations to prospective millennial donors in order for them to feel confident in their decision to support BC SPCA?

Persona

Establishing Our Target User

Using our findings we created our persona Alexis to get a better vision of our user. Alexis embodies the characteristics, challenges and motivations of trying to get the information she needs when deciding to donate to a charity. 

alexis.png

Alexis Johnson

UX Designer

Age​

Location

Pets

Salary

26

Vancouver

Family Cat

$75k

“I just want to find out how my money is being spent. It’s so frustrating how hard it is to find basic information about how they operate.”

Bio

Alexis, a junior UX designer, wants to donate to BC SPCA for her birthday. However, she's struggling to find information on their website about their programs and the impact of her donation. This has left her feeling frustrated and wishing for a more user-friendly experience to understand where her donation will go.

Pain Points

  • Frustrated in the lack of transparency about where her money goes

  • Finds it hard to support a charity when their values are so hard to find.

Behaviours

  • Has donated to other charities when value is evident. 

  • Actively searches for financial reports to determine effective spending

Goals & Motivations

  • Wants to understand the expected impact of their donation. 

  • Wants to easily access and find information about financial statements and fund designation.

Sketching

Creating A Solution 

After heading home and getting some sleep we came back with fresh eyes and decided on our chosen screens ready to get our pencils out. The idea was to give all the information the user was seeking on the landing page and provide them further transparency throughout their donation process.  

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Wireframes & Prototyping

Bringing Our Sketches To Life

I picked the solutions sketches I believed best addressed the needs of my persona and would contribute to their journey. With the chosen sketches I converted them into greyscale wireframes to start bringing them to life. 

Next Steps & Key Learnings

What Did We Learn & How Would We Take This Further?

After completing the sprint I think our whole team could agree it was an amazing experience. We had so much fun with this project, we learned how to come together as a team to fix a problem we felt passionate about. 

Moving forward if given more time we would've liked to expand on the project creating other flows. While also creating a mobile version.

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Thanks for reading from Ally the Kitty!

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