Copyright © Catherine Lam 2019

Design Process

Discover

Business Research

Business Goal

Business Needs

Business Model

 

Stakeholder Interview

3 WWF Interviewees

10 Individuals

3 Businesses

 

Understanding Current Website Experience

Usability Testing

Content Audit

Heuristic Evaluation

Competitors Analysis

Define

Synthesising Data

Affinity Mapping

 

Defining User

User Needs

User Motivation

Defining Persona

Customer Journey Map (understanding problem situation)

 

Defining Problem/Opportunity and Objectives

Opportunity

Defining Objective

Design

Solution and Strategy

Content Strategy

Content Map

User Flow Proposal

 

Information Architecture Restructuring

IA Draft

Card Sorting

IA Refine

Tree Testing

IA Final

 

Feature Planning

Feature Brainstorming

Feature Prioritisation

Develop

Prototyping

Wire-framing

Hi-fi Prototype

Responsive Layout

Usability Testing

Iteration

 

Understanding WWF

To achieve the objectives, we had to firstly, understand our client, WWF Singapore. From various sources, we understood that WWF is a non-profit conservation organisation, and its mission is to increase effort in various environmental and wildness conservations. The organization's core foundation is based on donations and funding which made up 58% of WWF Singapore’s income in 2018, according to their annual report. Therefore, it is utmost important to continuously engage support and donations, which is the project’s further defined objective.

Business Goal

To stop the degradation of the planet's natural environment and to build a future in which humans live in harmony with nature.

Business Needs

Fundraising

Increase

Awareness

Increase

Individual &

Business

Effort

Stakeholder Interview

We conducted interviews to understand what are people’s main goals and motivations in supporting environmental conservation, their needs and frustrations in doing so, their views and perceptions of the WWF and If and how they are likely to support the WWF and its work. Our interview participants includes:

3 WWF Employees

3 Business

Owners

7 Individuals

Understanding Current Website Experience

To understand the current website experience, we conducted usability tests, content audit, heuristic evaluation and comparison of competitors' sites, to also have a grasp of what are the current trends and standard.

Usability Test

We conducted usability testings along with the user interviews, to understand, from users’ point of view, their experience of using the website. Some of the common feedbacks are that, the website looks outdated, terminology used and concepts are confusing and they find it difficult to complete the given tasks.

Content Audit

We did a content audit to have the team thoroughly understand what the website has. From that we found numerous broken links and repeated information.

Heuristic Evaluation

Our team as well ran a heuristic evaluation with a list of heuristics drafted, which are based on the learnability, efficiency, memorability, error management and satisfaction of the website. Some of the key areas to improve are the organization of information, layout and the overall design.

Competitors Analysis

To understand the standards and common practices, we also conducted competitor analysis, against the WWF international website as well as other environmental organisations, to better understand what features would benefit or be expected by users. Some of the key learning points are as below:

To include more videos that engage and educate users

To build a library of media resources showcasing WWF’s rich content

To highlight gift catalog and make more visible and accessible

To make more visible and accessible, provide details that build trust

To highlight more ways to actively volunteer, by tapping into WWF network

To strengthen content, reinforce link to site, and promote greater sharing

Synthesising Data

The method of affinity mapping is used to synthesise information from the user interviews, so as to gather useful insights and to further understand the users and find out what are the common trends and behaviour patterns. Some of the key and important findings from the affinity mapping are that:

Users are likely to be spurred into action especially if feelings of empathy, guilt or anxiety are evoked.

 

Defining Users

Defining Persona

From the insights gathered from the synthesised data, we concluded that a potential user should at least be slightly concerned about environmental or wildlife conservation.

We then shaped our primary and secondary persona and that our primary persona is a potential user who might heard of but is considerably new to WWF, and our secondary persona is an existing supporter, who is already familiar with WWF and so, has lesser but different needs from the first persona.

Customer Journey Map

With the drafted customer journey map, we further understood what and how we should improve the experience of the user. We as well then had a clear understanding of our user needs and motivations and how we can better engage them.

Defining

Opportunities

With in-depth understanding of our client and users, we deduced that in order to achieve our objectives, we had to craft the solution so as to:

Build on users’ general awareness to raise their level of environmental consciousness

Tap on users’ base motivations to spur more of them into action

Get more users to actively give to WWF & maximise donors’ level of comfort and satisfaction when they are invited to give

Solutioning & Strategy

From the heuristic evaluation, though we outlined the key areas to improve, they should be based on the opportunities defined and below are the ideated solution and strategies, also in accordance to the key references from the competitor analysis.

  • Make information easier to access and digest

  • Extend the user experience via retargeting, mobile responsiveness

  • Link website to strong social media content and encourage sharing amongst friends

  • Target potential users who are likely to support environmental efforts, e.g. lookalike audiences

  • Emphasise emotive content to evoke empathy and trigger action

  • Provide clear calls-to-action (CTAs)

  • Make various ways of supporting WWF more accessible and visible:

       -Volunteer

       -Pledge

       -Change habits

       -Social Media shares

  • Review donor marketing process to reduce pain points

  • Make various donation options more accessible and visible

  • Give users specific details on how donations are used

  • Share evidence of accountability to build credibility and trust

  • Allow users to manage their donations easily

 

Our Core Content Strategy

To raise greater awareness and get more people to support our efforts in conserving the environment, we will:

  • Emphasise emotive, engaging content that will evoke empathy in people and spur them to action

  • Prioritise content that build trust and credibility, to instill confidence in potential donors and enable them to feel that they are making a real impact.

User Flow Proposal

We as well highlighted the frustrations of how users are currently arriving at the website, with a user flow drafted. Based on our user interviews, 5 out of 7 interviewees have expressed negative sentiment toward the Direct Debit Donor Programme, which they had been approached by fundraisers and felt pressurized to make a donation. To take away this negative experience, our solution is to instead, turn to social media marketing, with engaging content which would spark empathy, which according to our insights, would more likely get users spur into actions.

Information Architecture (IA) Restructuring

We as well highlighted the frustrations of how users are currently arriving at the website, with a user flow drafted. Based on our user interviews, 5 out of 7 interviewees have expressed negative sentiment toward the Direct Debit Donor Programme, which they had been approached by fundraisers and felt pressurized to make a donation. To take away this negative experience, our solution is to instead, turn to social media marketing, with engaging content which would spark empathy, which according to our insights, would more likely get users spur into actions.

Feature Planning & Prioritization

The team discussed the features to implement, inconsideration of how impactful they are to the business and users. We prioritized showing the features in the top 2 quadrants in our prototype as shown on the left.

We planned the layout with low-fi wireframe sketches, discussed as a team. After having the same agreement, a hi-fi prototype was built, as one of our main strategy was to including emotive content of engaging and impactful visuals, which could only be shown with a hi-fi prototype.

Prototyping

Feature Planning & Prioritization

 

The prototype was put to usability testings which users helped us to identify some of the important changes needed to be made.

 

From 2 rounds of usability testings, we had also asked the users to rate the easiness of the task, bases on the System Usability Scale (SUS), and it showed great improvement from the current website, to the first and final prototype.

40.5%

Current

Website

Improved

Website Iteration 1

91.9%

93.3%

Improved

Website Iteration 2

On Next Phase

  • Further usability testing and iteration for desktop and mobile designs

  • Develop content strategy

  •  Execute content strategy and build content repository

Retrospective

The team makes this project a great experience and we have learnt a lot from each other. We are all open to each other’s opinions and suggestions, and the initiatives went well in this project. Though we planned the project well, we only realise we are lacking of time at the last couple of days. We should have foresee more time is needed than what we had expected for building the prototype and slides.

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