PROTOTYPE

I created 2 low fidelity greyscale prototypes and had people in my target market use it. I observed, took notes, and from their feedback I iterated on the design.

I then created 2 higher fidelity wireframes and repeated the process. This is my final version within the time constraints we had, there is still some minor things that I need to work on & iterations with the owners.

HOMEPAGE

The homepage should be all about the story, videos, testimonials, content of value like statistics, clear value proposition, great copy and images which are all ingredients to a recipe to make the sale.

I choose to highlight the Youtube video because studies from sales, persuasion, and psychology show that people are motivated to take action and close the sale, when you connect to emotions like “fear,” telling stories, and the “why.”

 

NAVIGATION 

• Will be fixed position

• I chose the navigation label based on the data, google analytics, and comparing other charities they listed. From the analytics, the top 5 pages people landed on were the “about me” “share your stuff” “donation drop off” and “volunteer” sections

• I combined “share your stuff,” “donation drop off,” and “volunteer,” into the “get involved” section.

• I noted what people clicked on the most, it shows importance. I’m not saying analytics is completely accurate, but it gives us some kind of information before we user test.

VALUE PROPOSITION

• Could have been more clearer for me.

• I wanted to know quickly by scanning the website, what the website is about, and how homeless women are empowered without having to invest time reading the paragraphs of text.

SOMEONE DONATED SHOES POP-UP

• The users main pain point is trusting charities.

• By adding this feature, it shows real time donation, builds trust, and social proof.

• I’ve seen e-commerce apparel stores that show people purchasing and it triggers others to be more inclined to buy too.

• Creating this feature ties back to the story of users wanting transparency and seeing how their donation is being used.

NO CHILD SLEEPS OUTSIDE  

• The homepage should be easy to update to promote and highlight the latest campaign.

• Could be more interactive and engaging- similar to a kickstarter campaign.

• Made me think of creating facebook or google ads and how people are engaged with competition/actives.

• Like “the first 100 people who sign up for our email lists gets an iPad.”

NO CHILD SLEEPS OUTSIDE  

• Studies show that people love the process and most of the time, people don’t really care if they win.

• It ties back to the story of users wanting transparency and seeing in real time how their donation is being used.

• Once the campaign is up, I’d like to test and see if people actually click on the link to take action.

TESTIMONIALS 

• People are motivated to buy and take action through storytelling and social proof.

• Studies have shown telling a story, testimonials, great copy, clear value proposition, statistics, fear, etc. all contribute to closing and making the sale.

DONATE GOODS & SERVICES 

• Initially, in my first prototype, I just had a random image that represented donating,  and bullet points of things they needed.

• I iterated and came up with an alternative to dropping off donations. I created a feature where people can donate $25 which will go into buying shoes and other “most needed items.”

STATISTICS

• Statistics provide information and value- both contributes to the sale.

• This information was hidden in the website and wasn’t highlighted.

• Studies have shown telling stories, videos, testimonials, content of value like statistics, clear value proposition, great copy and images, are all ingredients to a recipe to make the sale.

NEWS

• On the current website, the news and facebook feed take up most of the real estate, 60% of the homepage.

• In the redesign, the focus on the homepage is based on data, consistent themes in the market, analytics of what people are clicking on, and what they’re searching for.

SPONSORS

• Displaying sponsors shows social proof, authority, credibility, and trust.

• I redesigned the “email signup” saving time by entering information in 1-click.


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