top of page
Frame 22.png

Redesigned donation mechanism and UX amends

Shelter is a charity focused on housing and homelessness, with over a million visitors a year to their website, it's absolutely crucial to ensure an exceptional user experience as improving donations has a huge impact on people's lives. I kicked off with a few things in mind: 

​

  • The donate page was a key landing page with the intention of qualifying users and driving towards the checkout. 

 

  • However, currently 96% drop-off between landing and entering the checkout, with 2% making a donation.​

 

  • I carried out a redesign to better demonstrate Shelter’s proposition to users and to increase their motivation to donate. 

 

  • The redesign focused on: value proposition prominence, masthead redesign, content visibility and content hierarchy.​

Redesigned donation mechanism and UX amends

Shelter is a charity focused on housing and homelessness, with over a million visitors a year to their website, it's absolutely crucial to ensure an exceptional user experience as improving donations has a huge impact on people's lives. I kicked off with a few things in mind: 

​

  • The donate page was a key landing page with the intention of qualifying users and driving towards the checkout. 

 

  • However, currently 96% drop-off between landing and entering the checkout, with 2% making a donation.​

 

  • I carried out a redesign to better demonstrate Shelter’s proposition to users and to increase their motivation to donate. 

 

  • The redesign focused on: value proposition prominence, masthead redesign, content visibility and content hierarchy.​

Frame 27.png

Using research to identify the issues

User testing of the control illustrated that the design didn't appeal greatly to potential donators and a lot of crucial information which would help encourage users to donate was hidden away. 

 

  • 7/10 users felt the page design didn’t appeal, while others didn’t emotionally connect with the masthead, specifically the image.
     

  • Remote User Testing Highlighted that users want to know where their money is going and how it is being used. ​
     

  • The small donation touchpoint and the change of image & beneficiary statements on use, increase both the user effort and cognitive load. ​
     

  • The SERP results imply users can make a difference but key content illustrating how is hidden below the fold. ​

Daniel Jordan – Even more work.png

The A/B test

To validate our changes we ran an A/B test to analyse the impact of any improvements, with the following things in mind: 

​

Rationale: ​The changes will increase the value proposition of Shelter’s donate page by creating emotional resonance and communicating to users that they can help, and are the outcome of user research and expert strategic, UX and design analysis.​


 

Objection: ​Returning visitors entering may realise that they are seeing a new page which may reduce their sense orientation on the page and increase their cognitive load.​


 

Counter Objection: ​This test ran over the Christmas period when the majority of traffic to Shelter’s donate page is made up of users who are not regular visitors and have no set expectations around page layout.​

​

​

Daniel Jordan – Even more work (2).png

The results

The results? Desktop (1.2% increase in donations), Mobile (2.95% increase), and tablet (6.43% increase), all resulted in more donations vs the control. The new landing page however needed further amends to aid users in selecting a donation amount. Visitors were actually more inclined to 'give monthly' (indicated by stronger hover action), however this didn't translate to significantly more clicks. 

​

We had achieved our goals but like the best solutions – we had a basket full of insights to iterate and improve in the next stage. Result! 

​

​

bottom of page