Investigating the donation problem on the website by using user research.
Investigating the donation problem on the website by using user research.
Project Overview
What is Theisf?
The Iranian Scholarship Fund (ISF) is a nonprofit organization dedicated to ensuring that the very best and most promising Iranian-American students, who are committed to the preservation of Iranian culture, are provided the financial means to attend university. Funding for our scholarships is raised entirely through fundraising events and donations from generous people.
Project Goals
This project's objective is to help the ISF grow and become a more popular and trustworthy organization for increasing donations.
Challenge
How can we resolve the problem of found rising on our website
Responsibilities
UX Research, Ideation, Sketch
Timeline
One week
Tools
Figma, Adobe Photoshop, Zoom, , Miro
Team
One person
Design Process
Discover
Define
Ideation
Deliver
Interview
Usability test Competitive analysis
Heuristics Evaluation
Problem & Solution
Persona
User flow
Sketches
Wireframe
Iteration
Low Fidelity Portotype
Discover
User test :
In the first phase, users were surveyed and discovered. On the current website, I conducted a usability test with five users. Observing the users during the trial and talking with them after they have completed the requested task,
I have found:
Key User Test Insights :
-
Online payment process confuses users
-
Lack of clear donation buttons on home page
-
The unclear information confuses users where and how the money used
-
Confusion ultimately prevented the user from trusting the organization
-
The users have to spend along time for donation by check
Interview :
At this stage, I interviewed three users in order to better understand their frustrations and the donation process. By interviewing users with different levels of experience to those making an online donation, I evaluated what users genuinely do during the donation process. Here's what I found:
How the costs and actions are done with accurate information builds trust.
I would prefer to help where it is in line with their goals and believe in their work.
I'd prefer to help where it is in line with their goals and believe in their work.
I do not go directly to a particular website unless they already know about it.
Easy online payment process.
Users' comments during an interview
Competitive Analysis :
Conduct research on competitors to understand current market solutions and offerings.
-
Donation buttons on the homepage are essential
-
An easy method of online payment
-
Activities on social media are extremely valuable
-
Determines the amount of payment for users
Heuristic Evaluation :
In order to discover the main problems surrounding donation, I examined the website pages according to heuristic evaluation principles.
1- Match between system and the real world :
Support ISF is not a suitable word instead of Donate because an irrelevant and unfamiliar word misleads the user.
2- Consistency and standard :
Support ISF is not a suitable word instead of Donate because an irrelevant and unfamiliar word misleads the user.
3- Help and documentation :
Giving a brief explanation at first glance without clicking,
It can show the right way to donate faster, In this section, users who do not have a PayPal account will leave the site.
These are the summery about heuristic evaluation process
Define
User research : Pain Points
1- Put the donate button in navigation
2- Redesign Homepage
3- Put the Donate button instead of the PayPal button
4- Show payment amount
5- Summary of expenses incurred as a percentage
6- Put active media button on navigation
7- Put founder image with a motivational sentence
Persona:
My persona was developed based on my research in order to communicate more effectively during the design process.
User Flow:
My persona was developed based on my research in order to communicate more effectively during the design process.
Design & Ideation :
Wireframe:
Moving forward, I turned the sketches into a Lo-Fi wireframe.
Homepage
Donation Page
Online Donation Process
Confirmation
Online Donation Process
Reflection
1-It is very critical to conduct UX research in order to find points that need to be addressed, so it can be extremely helpful to find problems. Understanding information architecture helps me understand the disadvantages of a website, so based on research I define the design and ideation process.
2-Working closely with the founder and sharing the research and development process with him, I was able to accompany him with my ideation and persuade him to change the website design.
Let's work together!
.png){kind=small}