UX and Design
Improving conversion rate on a donation form
iQ Content - Charity Project w/ Billy Kennedy, Aidan Doré - 3 months (May 2013 - July 2013)
Key Points :
- Stakeholders Interview
- Combine user needs and business requirements
- Design workshop
- User Testing
- Axure Prototype
- Mobile Design
Issues :
International humanitarian organisations rely on public donations to raise money. An irish charity asked us to help them optimise their donation form to improve their conversion rate. The client also needed to mobilise this website so it can be accessible from the growing number of mobile devices.
The approach and method
1. Briefing
Needs analysis :
• Stakeholder interviews to understand the requirements of the different departments and to have a better idea of how the business is working.
2. Research
• Design workshop with the stakeholder :
- Build up sketch personas that could represent the typical donors and define what their needs and issues could be.
Design workshop
- Sketch different versions of the form that should suit each of the sketched personas.
Sketch Persona
3. Design
• Wireframing + Prototyping
Sketching wireframes
• User Testing
Retrospective Think Aloud
• Validation with the client
The Result :
We have helped them prioritise their business needs so that they were able to make the form faster and easier to complete. We have also suggested new elements and method of payment to ease the donation process. A new version of the donation form came out of our work and it should improve the conversion rate of donation.
This project allowed me to run through a design workshop and to design a new digital experience, collaboratively with the client. Thanks to this project I now have an experience in user experience on mobile phones.
