SKIDROW HOUSING TRUST REDESIGN

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OVERVIEW

I researched why a simple donation transaction became a difficult and problematic process for the user. As a solution I redesigned SKIDROW HOUSING TRUST website focusing in finding an easy way to make online donations.

PAINPOINTS

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Confusing and overwhelming process, users
can't find an actual “donate now” option.



 

GOALS

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Making a quick and effective donation without
getting lost in the process.




 

PROCESS

In my process to find a solution to the problem of the online donation checkout process,  I had to first analyze the problem and what surrounds it. Then I analyzed  different tests for applying an easy and simple solution in the final design. These are the steps of my process.

Research

  • Context Study

  • User Points

  • Survey​

Analysis

  • Problem Statement

  • User Points

  • C&C Analisys

  • Card sorting

  • ​Nav Schema

  • Moscow

  • ​Affinity

Ideation

  • User goals

  • Redesign Navigation​

  • ​reorganize hierarchy

Design

  • Mid fidelity wireframes

  • High fidelity wireframes

  • prototype

  • Usability test

PERSONA

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I sent out questionnaires and conducted interviews to gather data about the target audience, I found that the majority of possible donors were middle class people in their 30's - 50's, students and/or professionals who feel empathy towards people who have had the misfortune of being homeless lack time to get involved with a good cause like SKIDROW HOUSING TRUST but are willing to make a quick online donation.

This research is based on surveys and interviews in Los Angeles area, for that reason I chose “Jacob Doe” as a person, a student who works part time but has little time to help with SKIDROW HOUSING TRUST other than a quick online donation.
 

JOURNEY MAP



Jacob Doe is trying to make a donation in his free time between classes and work. He visits the SKIDROW HOUSING TRUST website and doesn't know where to go since there is not a "Donate Now" option. Jacob gets confused with two repeated CTAs, so he decides to click one just to find out that the link takes him to a broken link. He tries the other CTA and he has to go through 4 more screens in order to get to the donations or payment options. Once he gets to the donation options, Jacob needs to fill 4 more screens with information and he notices that the donations link opens a new window which is "non secure". Jacob is frustrated since he could not make a donation and already spent nearly 10 minutes in the process.

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7-10 mins checkout process

OLD NAV SCHEMA

In order to get a better understanding of the SKIDROW HOUSING TRUST website, I analyzed the navigation schema and I found couple of repeated subcategories and broken links.

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MOSCOW : feature prioritization

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I used the MoSCoW analysis method to prioritize the SKIDROW HOUSING TRUST website features, in order to reach a common understanding of the importance of having an easy checkout process.

CARD SORTING

Based on my card sorting method, I evaluated the information architecture of SKIDROW HOUSING TRUST. In this session the participants organized topics into categories that made sense to them to assist in  labeling these groups.

As a result, I decided to get rid of some repeated categories and prioritize other ones.

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LOW-FI WIREFRAME PROTOYPE TEST

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I needed quick feedback on my concept and flow before my final prototype, so I decided to do a low-fi prototype. I learned from the test that  I need more a prominent  donation CTA and to simplify the flow for the donation process, and create more visible (color, size ) CTA for the donation process.

OPTIMIZED SITEMAP​

New and simplified SKIDROW HOUSING TRUST site map based on my previous researches and low-fi prototype

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USERFLOW / WIREFRAMES

New and simplified SKIDROW HOUSING TRUST userflow based in our previous and low-fi prototype test

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MOODBOARD

In SKIDROW HOUSING TRUST study I found that beside usability and checkout / donation problems, users found the design of the website of SKIDROW HOUSING TRUST a little rigid, cold and very corporate which I thought it was not convenient since the topic what we are dealing with is very delicate and should not have a negative and cold denotation, I should think of something more cheerful and alive which led me to think about making a new design proposal not only of the website but the branding including logo, colors and photographic treatment.

PHOTO SELECTION AND RETOUCH

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ABSTRACTION

The photos needed to be retouched to give them a bit of quality finishing, in the photo selection process I found a rose which helped me as inspiration for the new logo, in the photo I decided to highlight it and give it a slightly warm tone to denote the sense of charity, love and above all of humanity.
​Then I abstract the rose in simpler forms according to the look of the new page and mix it with a heart which symbolizes love in any culture and society.

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LOGO PROCESS

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OLD LOGO

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NEW LOGO

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COLOR PALETTE

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ICONOGRAPHY INSPIRATION

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PROTOTYPE

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After all the studies and research I managed to find a point where the prototype showed that with clear, concise and visible "DONATE NOW" CTA, a quick and easy donation is achieved, which only needs 4 screens to fill the information of the donor.
The confirmation of the amount that the user wants to donate in a safe and easy way generating tranquility of the user.
It was also proposed to change branding for a much more friendly and warm product without sacrificing brand credibility.
substantially ​Simplification on the navigation of SKYDROW HOUSING TRUST website through priorities and usability tools.
I added a final final gratitude screen with an e - mail confirmation where the user can see how much and the end point of his donation.

 

THANK YOU