In today’s always-connected world, successful online charitable fundraising means the ability to reach prospective donors in the moment, on any device. It means appealing to supporters by speaking to the need at hand, and to the results their contribution will help generate. It means enabling donors to give wherever, whenever.
The Challenge
The Canadian Red Cross’ existing website supported a large volume of traffic and online donation activity. Because the site was designed and built before the onset of mobile web, it was not optimized for the ever-increasing number of mobile and tablet users. Furthermore, we believed the way people give today — often in the wake of acute disasters and event-based campaigns — mandated a rethink of how the online donations and campaign features of the main CRC site worked.
The Solution
We kicked off the project with a full strategy and UX design phase, employing user testing and rapid prototypes for proof of concepts on the new mobile user experience and key fundraising features. In the process, we identified opportunities to reflow and redesign content and functionality, resulting in a better experience on both desktop and mobile. The design phase saw the creation of a responsive interface, with redesigns of key sections and pages that support thematic or disaster-specific calls to action for fundraising campaigns. We also redesigned the online donations features, enabling donors to direct their contributions while highlighting impact.
Key user experience and design features:
Complete mobile UX design, which included user testing and rapid prototypes
Intuitive, search-based user experience for Programs and Services, which allows users to flow through the site more easily
Data-driven design informed by A/B testing
Grid-based, modern, flexible design
Updated typography
New iconography to aid in navigation