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Dorson Community Foundation:
Leading UX Research

A nonprofit and educational organization.

UX Research for a responsive website redesign.

What's in Store

  • Problem Space

  • Project Overview

  • Discovery & Audit

  • Define

  • Delivery & Post-Launch

  • Next Steps

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Project Overview

What's the Issue?

Donations are not as regular as they have been in the past.

Website user interface is not up-to-date with modern designs and best practices.

Who's on the Team?

Key Stakeholders

UX Researchers

Led by Danielle Martin

UI Designers

Software Engineers

Who Are Our Potential Users?

Donators

Volunteers

Primary Users

Parents

Students

Secondary Users

How Can We Help?

Conduct UX audit of site, focusing on competitive analysis and heuristics

Survey and interview our networks about donation habits

Collaborate with cross-functional project partners in a design studio workshop to create sketches

Test, edit, and launch new redesigned site

Discovery & Audit

Heuristics Evaluation

Main Areas of Focus:

  • Credibility

  • Findability

  • Communication

  • Accessibility

  • Delight

  • Learnability

 

Click image to enlarge.

DorsonHeuristicsSummary.png

Competitive Analysis

​Through Competitive Analysis of Dorson's services and their current site, we overall found that Dorson is on-track with the type content and visual design in comparison to its competitors.

However, they could do the following to stand out and improve their overall user experience:

  • Improve the findability of their content.

  • Clarify their organization's credibility through their visual design.

 

Click image to enlarge.

%22Competitive%22 Analysis - Dorson - Content-2.png

Define

Through our interviews,
we found that users overall...

  • Donate to make an impact that align with their values.

  • Want to make sure their donation goes directly to the cause.

  • Support organizations that have a clear vision and are transparent about records and results.

  • Think there are right and wrong ways to receive communications from an organization.

  • Need to be able to trust the organizations or websites enough to donate.

  • Want the donation process to meet expectations with no surprises.

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.

Persona & Takeaways

From those interviews came Dorsina.

 

While Dorsina 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.

Dorsina, the Persona

Click image to enlarge.

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?

Develop

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.

dorsondesignstudio.png
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 Community Foundation. How would you do that?

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

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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Delivery & Post-Launch

Live-Site Usability &
Quality Assurance

After taking our data from the last round of testing and turning it into design edits, our software engineering team with UX and UI design training brought our designs into code.

Afterwards, the UX Research and Design teams worked closely with the software engineering team for quality assurance (QA) testing: making sure the right buttons went to the right places, the interaction designs were accurate, and all content was correct.

When QA testing completed, we jumped right back into our user research and conducted more usability tests with the same scenario and tasks.

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 Community Foundation. How would you do that?

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

Results

All 5 users successfully completed the tasks!!

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Next Steps

  • Work with software engineering team to continue QA testing as neeeded.

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

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