Our work speaks for itself.Charity website review - Identifying opportunities for increasing donations
The Background
An animal charity was looking to take an omni-channel approach to improve its performance.
A key part of the strategy involved the website experience. I was brought in to support with this.
The Set-Up
The two main goals for the client were as follows:
Increase donations
Build a community of engaged donors and supporters
A third goal of raising brand awareness was less relevant to the website.
The Methodology
I conducted a heuristic review as part of the wider website experience review, which included user testing and behaviour analysis.
Heuristic reviews look to explain what is happening on site from an expert lens
All insights were grounded in established UX principles and best practices, using a framework I developed from NNg usability heuristics and conversion principles.
The Research
Key journeys were reviewed on both desktop and mobile against 13 heuristics and UX principles. This allowed us to identify pain points and
areas of opportunity.
Each heuristic principle was then mapped to one of three pillars: Usability, Content and Story. This mapping allowed the findings to be translated into a memorable narrative.
The Insights
Each finding had corresponding recommendations, either quick wins, experimentation recommendations or further research needed.
The heuristic review identify several opportunities for improvement, particularly on the mobile donation funnel.
It also identified the lack of strong brand identity and motivations for users to care about the charity and its work.
These insights supported those found in the behaviour analysis.
The Outcome
Structuring the heuristic review findings by the three pillars of Usability, Content and Story helped the client understand what the findings are and why they mattered.
The heuristic review and behaviour analysis insights formed a larger piece of work, which when complete will form a roadmap for achieving the client goals of increasing donation, building community and raising brand awareness.