That time UX + social good = awesome work for a great cause.
One of the greatest things about being in this field is having the capacity to do empower organizations doing amazing work with the digital tools they need to really make a difference. So when OneProsper reached out to me and a couple colleagues about redesigning their website - especially their donation system, which is the very heart of what they do - in our free time, we couldn't wait to do it. My role on this project was lead UX designer.
OneProsper was founded by Raju Agarwal with the mission of empowering women in arid regions around the world to grow more crops while conserving water.
Understanding this was a pro bono project, the first thing we did was create a proposal that outlined expectations of communication, feedback, and deliverables for the course of this project, as well as outlining the site architecture:
We started off with a quick competitive analysis to see what else was out there. We were looking for websites that people often donated to centered around a specific cause. Raju also told us that what was really important to him wasn't just creating an easy-to-use donation site, but also a design that honored the stories of the women who were being donated to. We began consolidating our research into specific, actionable findings.
At the same time, we began conducting user research with different people who had previously donated to or supported OneProsper in the past. Our main questions were about what users would need to see, read, or know to be encouraged to donate, so we could work to gear designs accordingly.
Our main findings:
- It is difficult for users to donate to OneProsper on the site as it existed. The CTA wasn't abundantly clear, and the flow for donating wasn't easy.
- There seems to be two big improvements that would compel more people to donate: (1) clearly defined metrics that show the impact per dollar, and (2) more compelling storytelling.
- Users are mission driven. They love the cause and often feel personally connected to India. They are more inclined to donate when that connection is stronger.
Armed with our research, we began wireframing! Here is some of what we came up with:
A lot of the research we found reflected that people were more likely to donate and connect with a cause when there were stories of actual human beings reflected in the design. You'll see in the wireframes we made a conscious effort to make names and stories a part of this experience, as well as, wherever possible, imagery.
This ended up testing extremely well, too. Humans resonate with humans, and that's a powerful thing.
Then, we started iterating in higher fidelity.
And after testing these wireframes and running them by Raju, we started making finishing touches...
This is one of the final designs we came up with - it was so great seeing these design comes to life with the shining photos of these beautiful women:
... and you can always check out the live site here!