Turtle Island Charity - UX Website
Background:
In this role, our client aimed to rebrand their website and develop a dedicated donation page for their charity, enabling the community to contribute and support Indigenous youth.
To achieve this, we devised a strategic plan to integrate a more effective layout tailored for a non-profit organization. Our focus was on enhancing user engagement, optimizing navigation, and implementing design elements that encourage more clicks and, ultimately, increase donations. By refining the website's structure and usability, we aimed to create a seamless experience that fosters greater community involvement and support for the cause.
Timeline
Role
4 Weeks
UX designer, developer and researcher
Tools
Figma, Miro, Wix, PayPal
Discovering Business and User needs
Identify market opportunity
Goal
Find what our competitive writing landscape looked like. Understand what donation features we needed in order to compare with our competitors.
Results
Findings were PayPal offers the clear instruction where it was not distracted other design elements making it easier for user to donate directly to the chairty.
Sitemap
Sitemap
As part of the website redesign process, we developed a comprehensive sitemap to define and refine the information architecture. This ensured a clear and intuitive organization of content, making it easier for users to navigate the site and locate relevant information efficiently.
The sitemap played a crucial role in visualizing the overall structure of the website. It provided insight into the number of pages required and clarified the placement of content, ultimately contributing to a more cohesive and user-friendly experience. This step was essential in establishing a logical content flow, enhancing both usability and accessibility throughout the site.
Brainstorms and User Journeys
PRIMARY USER RESEARCH
Goal
Observed the user interview with the donation button and page based on A/B testing and gathered feedback about what are their frustrations in the process.
Results
I was able to learn that users struggle to proceed the bank information page. There was more error for this page on advisors side. I quickly realized that wording part for this page was essential.
WIREFRAMES
Goal
To accelerate our team's progress toward showcasing functionality, features, content, and user flows as planned, I developed basic wireframes emphasizing speed over detail.
Results
These sketches underwent extensive discussion with the engineering team, allowing us to address trade-offs and identify issues before proceeding to layout testing.
Prototypes
For the landing page, we redesigned it to better align with the charity’s mission of community care. Our approach focused on creating a visually compelling and user-friendly design that reflects the organization's values and purpose.
We incorporated strong call-to-action buttons to encourage engagement, along with carefully selected images that resonate with the charity’s mission. Additionally, we enhanced the content by providing more detailed information about Turtle Island Charity, including its initiatives, services, and the impact it has on Indigenous youth. The goal was to create a welcoming and informative space that not only educates visitors but also inspires them to support the cause.
One of the key components the client wanted to add was a dedicated donation page for the charity. To ensure its effectiveness, we conducted in-depth research on various layout designs that optimize user engagement. This included strategically placing call-to-action buttons for maximum visibility and crafting compelling messaging to encourage donations.
Additionally, we provided clear and detailed information on how contributions would support different areas of the charity’s initiatives, ensuring transparency and building trust with potential donors. Our goal was to create an intuitive and impactful donation page that drives meaningful community support.
We improved the ‘Contact Us’ section by transforming it from a generic template into a more customized and user-friendly design. This update made it easier for visitors to connect with the charity through email and social media platforms.
Additionally, we focused on enhancing the overall aesthetics to create a polished and professional look, ensuring the page aligns with the organization’s branding and mission. By improving accessibility and visual appeal, we aimed to foster stronger engagement and make it effortless for supporters to reach out
Additionally, we created a separate page dedicated to showcasing the various programs offered by the charity, rather than having all the information condensed onto the landing page as it was originally.
This new structure allows visitors to explore each program in detail, learning more about how they support and empower Indigenous youth. By providing a clear and organized layout, we aimed to improve accessibility, engagement, and awareness of the charity’s initiatives.
Another new addition was a dedicated resources page. Our client had compiled valuable information about the challenges faced by Indigenous communities and ways to overcome them. We recognized the importance of making these resources easily accessible, so we created a dedicated page where visitors could learn more about Indigenous history, culture, and the barriers these communities face.
This addition not only educates visitors but also fosters a deeper understanding of the charity’s mission, encouraging more meaningful engagement and support from donors.
Lastly, we added a dedicated volunteer section to highlight how people can get involved with Turtle Island Charity. Since the organization places a strong emphasis on community care through collective efforts, we wanted to create a space that showcases the various opportunities available for individuals to contribute.
This page provides clear details on different ways to volunteer, helping interested participants find roles that align with their skills and interests. By making this information easily accessible, we aimed to encourage more community engagement and hands-on support for the charity’s mission
Metrics
INITIAL RESULTS
Against Competitors
Turtle Island Charity’s new website ranks the highest in Google PageSpeed Insights tests among the five competitor websites we tested against, regardless of device used
Quote From Client
" Again, THANK YOU ALL! so much!! You are all unbelievable and extremely talented!!!!!"
"This is unbelievable, I love scrolling around and seeing everything!! You are are so amazing, thank you so much!!!!"
Final Thoughts
Next, I’ll focus on the initial planning and group coordination to ensure that all deliverables, scheduling, and execution are handled clearly and smoothly.
