Design a responsive website that helps educate users on why red panda conservation is an important cause and how donations would directly impact species protection and welfare.
Surveys were distributed to people who currently support a particular cause and are invested in animal welfare or general conservation. Given more time and resources, I would have liked to survey and test people specifically interested in red pandas.
I wanted to find out what causes people were interested and why, as this would give me insight on how to make people care about a new cause. For example, if someone supports a cause because they read a heartwarming story, this could be a way to garner support for the conversation cause.
The same goes for how they interact with a cause they currently care about: what are some common ways people support their cause, and what would they look for when choosing whether or not to support a new cause? These are the questions I used in order to better understand the wants and needs as well as pain points of possible users.
Lori is an animal lover who needs detailed information about conservation efforts and how her monetary donation would directly impact species protection and welfare.
Participants were all people who currently support a particular cause and are invested in animal welfare or general conservation. Given more time and resources, I would have liked to survey and test people specifically interested in red pandas.
Unmoderated virtual usability study on the high-fi prototype, participants given introduction and instructions to view the prototype while completing prompts.
Prompts were based on completing certain tasks around the site such as finding particular pieces of information and navigating through the donation experience. Due to pain points being focused around the lack of details about the information and cause, follow up questions relating to how the user felt about the information presented were also asked.
"I wish I was able to add my own custom amount to donate. I want the freedom to be as charitable as I want to be without the psychological financial pressure of feeling like my contribution is low."
"I wished there was more content in the “Who we are” section. I don’t know what information I’m wanting to know more about, but I want more. The information is laid in such an organized manner that I’ve become interested and curious."
"I love how the information is provided right underneath the donation page. The “What efforts will your donation support?” followed by the percentage of my donation is really nice to see where and how I’m financially supporting."
Users expressed happiness and confidence when interacting with the high-fidelity prototype, they were excited and wanted even more information about the cause.
The website would need to implement the findings from the usability study - adding additional information and details as well improving the donation form so it would be clear users could donate a custom amount of money.
"I am convinced that helping the red pandas will be good for not only the species, but our environmental practices as well."
"I would be super confident that this is a legitimate organization because they broke down where our donation goes by the percentage and when I click on the “Who we are” it states what they have accomplished already."
*This project was completed through the Google UX certificate program.
