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.
Current Pain Points
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:
- ► Access to news and information
- ► Newsletter Signups
- ► Donations
Industry research informed three proto-personas with varying pain points.