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The ISF

Investigating the donation problem on the website by using user research.

ISF mockup1.jpg

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

competitive Pic.GIF

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.

01.GIF

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.

02.GIF

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.

Persona.GIF

User Flow:

My persona was developed based on my research in order to communicate more effectively during the design process.

Flowchart.jpg

Design & Ideation :

Sketch1.jpg
Sketch2.jpg

Wireframe:

Moving forward, I turned the sketches into a Lo-Fi wireframe.

Homepage

Wireframe01.JPG

Donation Page

Wireframe02.JPG

Online Donation Process

Wireframe03.JPG
Wireframe04.JPG
Wireframe05.JPG

Confirmation

Online Donation Process

Wireframe06.JPG
Wireframe07.JPG

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.

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