ActionAid UK wanted to improve the performance of their website with a goal of increasing online donations.
Action Aid’s initial challenge was organisational: they faced a preconception that the web in general is simply not a good driver for donations (in comparison to direct mail performance).
I more clearly defined their personas to focus the digital department on a subset of users who were more likely to donate online. With existing data, I mapped journeys to better identify engaged users and expose them to the possibility of donations earlier and more frequently. This had to be done in a more sensitive way than in traditional e-commerce settings.
I created a new design system to align with their updated branding, using atomic design principles, working closely with developers and the legal team, to build & launch the site. Specific UX and design changes were tested in order to strengthen connections between what ActionAid’s charitable objectives with more customised opportunities to donate.
- A 16% increase in the volume of online donations
- An increase in the total value of individual monthly online donations
- Deeper connections made between internal departments
- Simplified design elements to aid onboarding of less tech savvy users
- Focusing on users who are most likely to donate creates opportunities to ask for larger donations
- Understanding user behaviour and motivations gives the charity permission to ask for donations more frequently
- By simplifying a handful of small design elements, less tech savvy users can follow the same journeys as the confident targeted users, compounding donation volume
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