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What is Dorson Community Foundation?

Dorson Community Foundation (Dorson) is an educational non-profit devoted to providing supplementary college readiness and career development enrichment to students from inner-city North Jersey so they can realize their full potential with the goal of continuing on to higher education.

What was the Project Goal?

As part of the UX Research team, our goal was to find the successes and pain points of those who regularly donate to non-profits.  This research led to a redesign of the donation process as well as the redesign and launch of Dorson's website.

What was my role?

Co-Lead UX Researcher

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RESEARCH PLAN
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UX AUDITING > USER SCREENING > USER INTERVIEWS > AFFINITY MAPPING > I-STATEMENTS > PERSONA >

PROBLEM STATEMENT > DESIGN STUDIO > USABILITY TESTING > CARD SORTING > USABILITY TESTING

UX AUDIT

HEURISTICS ANALYSIS

Main Areas of Focus

  • Credibility

  • Findability

  • Communication

  • Accessibility

  • Delight

  • Learnability

COMPETITIVE & COMPARATIVE ANALYSIS

  • Dorson is on-track in comparison to its competitors with content and visual design, however...

  • Dorson could improve its findability and credibility through its visual design.

%22Competitive%22 Analysis - Dorson - Co
USER RESEARCH

USER CRITERIA

We shared a screener survey with Dorson donors and our networks to find individuals who donate regularly to either Dorson or general non-profit organizations so we would interview and test with relevant and current users.

USER INTERVIEWS

I led the team in the development of our discussion guide for our user interviews.  We focused on the user's past experiences donating to a non-profit or Dorson in the past year, positive and negative.  We also focused on what impacts their donations in terms of whether they donate, how much, how frequently, if COVID-19 has made an impact in any way, and more.

We then interviewed 6 users on their donation experiences.
RESEARCH FINDINGS & SYNTHESIS

AFFINITY MAP > I-STATEMENTS

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  • I donate to make an impact that align with my values

  • I want to make sure my donation goes directly to the cause

  • I support organizations that have a clear vision and/or are transparent about their records and results

  • I think there are right and wrong ways to receive communications from an organization

  • I need to be able to trust the organizations or websites enough to donate

  • I want the donation process to meet my expectations - no surprises

PERSONA & TAKEAWAYS

  • From those I-Statements came Dorsina

  • Our biggest takeaways from Dorsina:

    • While she needs to have a tangible outcome to her donation and an expectable donation process, she has pain points around the communications from organizations and trusting organizations with poor design or transparency.

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PROBLEM STATEMENT

People are inundated with organizations to donate to, whether from friends, email-chains, or their professional circles.  Dorsina has donated to organizations that align with her values, but feels that sometimes her contributions don't go towards the causes she believes in.

How might we help Dorsina with her donations to an organization that matches her values and makes an impact?
DESIGN STUDIO

I co-led our UX Research and Design team with our project manager in a design studio with stakeholders for Dorson Community Foundation on the redesign of both the donation process and the website.  Below is an example of our design studio session for the layout of the desktop landing page.

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TEAM 1_ Final version - “Home page_.png
MEDIUM-FIDELITY USABILITY

Since our users reported in their interviews that they donate through their desktops and through organizations' desktop breakpoints of their sites​, our team focused on the desktop breakpoint of the Dorson website for wireframes and usability testing.

SCENARIO

You heard about this nonprofit organization called Dorson Community Foundation from your friend. All you know is that they're an educational nonprofit in NJ.

TASKS

  1. You want to learn about the people behind Dorson. How would you do that?

  2. How would you find out the impact of different donation amounts to Dorson?

We then tested the medium-fidelity wireframes in a
prototype with an additional 5 users.

RESULTS

Task 1

  • All 5 users successfully completed the task.

  • However, 2/5 users wanted to have quicker access to "Team" rather than needing to scroll down the page to complete the task.

Task 2

  • 3/5 users successfully completed the task.

  • 2/5 users went to different pages to try to find this information.

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LIVE-SITE USABILITY

SCENARIO

You heard about this nonprofit organization called Dorson Community Foundation from your friend. All you know is that they're an educational nonprofit in NJ.

TASKS

  1. You want to learn about the people behind Dorson. How would you do that?

  2. How would you find out the impact of different donation amounts to Dorson?

We then tested the live redesigned website
in a prototype with an additional 5 users.

RESULTS

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All 5 users successfully completed the tasks!!

NEXT STEPS
  • Development team to implement design change recommendations from the last round of usability tests into live site

  • Development team to continue building out pages that are not yet live for Dorson's upcoming program launches!

  • Continue usability testing as needed