A UX case study into a website redesign for a humanitarian organisation.
Slave Free Trade wish to be the go-to-source for news and the latest information regarding slave free trade and the elimination of slavery in supply chains. As a relatively new NGO, Slave Free Trade were seeking to improve awareness of and engagement with the Slave Free Trade organisation.
As the current primary marketing channel, of particular focus for Slave Free Trade was enhancing perceptions towards its existing website through a redesign. Whilst existing features would remain, the redesign would allow users to more easily find the information they require, find gifts, and make donations. The key objectives for the Slave Free Trade website are increased newsletter signups and donations.
Through analysis of existing research, I determined engagement with NGOs and charities to be primarily via donations, followed by buying an ethical product, and volunteering. Whilst younger audiences are more likely to volunteer or sign a petition, engagement from older audiences is more likely to be in the form of a donation.
For the Slave Free Trade website, critical tasks are:
Industry research informed three proto-personas with varying pain points.
Reconciling these pain points against the Slave Free Trade critical user tasks, I identified some areas where the current design was falling short. Combined with a heuristic markup of the existing site and usability testing, I identified three key problems to be addressed through this redesign.
From our proto-personas and usability testing it can be seen that users such as students or those wishing to stay up to date desire efficiency and clarity when tracking down specific information published by Slave Free Trade. This will avoid confusion and reinforce Slave Free Trade as a useful information resource. As an easy to use and efficient resource, this will drive further engagement with the website and the organisation more broadly.
During usability testing, users were bothered by the donation modal appearing upon landing on the home page. Furthermore, users queried what happened to their donation as there was no details regarding how donations were used. As Slave Free Trade is a relatively new NGO, users are likely unfamiliar with the Slave Free Trade mission and how their donations help.
When searching for the newsletter signup on the homepage, users were confused if they had found the newsletter signup with the current call to action stating, “Be a part of the movement”. Is this the newsletter or something else? Furthermore, there is no confirmation or user feedback after entering an email address and clicking on the call to action. There is no indication if the signup has been successful or not. This lack of confirmation exists for the additional newsletter signup field further down the page with the call to action, “Subscribe!”.
“I think it happened, I think I did it. I don’t know, I don’t see any messages that I’m subscribed or not. OK so kind of confusing…”
The design solution needed to meet the Slave Free Trade website objectives of greater engagement with news and information, and an increase in newsletter signups and donations. The most evident changes to be made were:
The target users have busy lives and need simplified processes to access information and complete tasks. They want to feel confident they can easily find information they require and that they can trust the Slave Free Trade website should they make donations. This sense of confidence and trust can be established through simplification of existing processes on the website (e.g. finding news) and ensuring logical steps in these processes meet expectations and build trust in Slave Free Trade as an organisation.
We want users of Slave Free Trade to feel informed and up-to-date, having spent time on the website, users should feel Slave Free Trade as an insightful source, that is trustworthy, and a proactive organisation. The tone should be: engaged, proactive, reliable, trustworthy, encouraging, and inspiring.