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Background
In the heart of East Wellington, the community serves as a symbol of positive change. With deep roots in their vibrant neighbourhood, the East Wellington Community Center is more than just a physical space; it's a hub of connection and growth.
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However, a stagnant website has limited the reach and resonance of their impactful work. Our dedicated team is on a mission to revitalize their online presence, weaving creative techniques into the fabric of their website. Through this transformation, we aspire to evoke empathy, build trust, and inspire a wave of support, encouraging more people to contribute to EWCS's noble cause.
Team
Adeeba
Sambit
Yun Eui
Riya
Ruchi
Jyotroop
Role
UI/UX Designer
Researcher
Strategist
Platform
Website
(First, mobile later)
Skills
User Research
Prototyping
Wireframing
User Testing
Content Strategist
Time Span
Jan '23 - Apr'23
(4 months)
Problem Statement
The current EWCS website has a disorganized layout, making it hard for users to find information easily. This affects the user experience and fails to convey the organization's work effectively.
Additionally, it lacks the emotional appeal needed to highlight the impact of donor contributions, potentially affecting donations and the community's perception of EWCS.
Solution
We propose a comprehensive redesign of the EWCS website to improve its information hierarchy and user navigation. We'll use multimedia elements to showcase EWCS's community work vividly.
An interactive feature will show donors the real-time impact of their contributions, fostering engagement and connection. This redesign will make the website more user-friendly and better reflect EWCS's mission and achievements.
User Research
We conducted interviews with EWCS in order to get a better understanding of the problem. The findings from their webpage highlight two key challenges:
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Firstly, due to limited staffing, there are difficulties when it comes to uploading and editing webpages.
Secondly, the webpage's primary user base comprises seniors, necessitating a design that prioritizes ease of readability.
Current State Analysis
Design Enhancement
While the website contains essential information, its appearance and usability need improvement to boost user engagement.
Impact Representation
EWCS has a significant societal impact, but the current website doesn't reflect this. A fresh design can convey their story effectively.
Improve Engagement
Transforming contact information into clear call-to-action buttons can enhance user experience and accessibility.
Donation Clarity
The current donation page lacks information on the use of contributions. This is an opportunity to clarify how donations make a difference.
Competitive Analysis
We conducted a thorough competitive analysis to gain insights into how other similar organizations presented their websites and engaged with their online communities. Through this analysis, we learned valuable lessons about the importance of a clear and user-friendly design, the need to enhance engagement with visitors, the significance of effectively conveying our mission, and the importance of transparency regarding donations.
This research informed our strategy for redesigning the EWCS website, ensuring that we address these key areas for improvement to create a more impactful online presence.
Showing Impact of Donations
The UNICEF website sets an excellent example for others to follow by clearly and transparently outlining the impact of donations.
Using Images and Videos
We've seen how well our counterparts employ this unique skill or feature, and this has helped us get important insights into how we can sharpen our own strategy.
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Testimonials
Testimonials offer social evidence and can prove the beneficial effects of a company's work by highlighting the opinions and experiences of pleased customers or recipients.
SWOT Analysis
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Content Strategy
Voice and Tone
Our voice and tone guidelines are carefully crafted to reflect the values and mission of EWCS. We aim to strike a balance between being compassionate and empathetic without veering into sentimentality. We want to be inclusive, welcoming everyone to be a part of our community, but without appearing exclusive.
Our content is action-oriented, encouraging visitors to get involved and make a difference, yet it is not aggressive. We maintain an approachable style while maintaining professionalism, and we strive to keep our content engaging without overwhelming our audience.
Visual Elements
We recognized the power of visuals in storytelling. Therefore, we incorporated icons, animations, images, and other visual elements strategically throughout the website.
These visual aids not only make the content more engaging but also help convey complex information more easily.
Simplicity
We understood the importance of simplicity in making the content accessible.
By presenting information in a clear and straightforward manner, we ensure that visitors can quickly find the information they need without getting lost in cluttered or overly complex content.
User Personas
Persona 1
Olivia Sanchez
Age: 21
Occupation: Student
Education: Diploma
Location: Brampton, Canada
"I would like to make a positive impact in our society"
About
Olivia is a fresh college graduate. She has not decided whether to continue her education or get a job immediately. She is now looking for meaningful ways to spend her free time. She would like to find opportunities to provide her valuable experience that can be useful in her future career, too.
Goals
Olivia is interested in gaining more social experience. Volunteering can be a great way to gain hands-on experience and build her resume. She also has connections with like-minded people who share similar interests and values, who can be mentors and friends.
Motivations
She has a desire to give back to the society that will eventually lead to her personal growth and development.
Throughout volunteering experience, she may be active in extracurricular activities, and get an opportunity to make a difference not only in her own life but also others’ lives. And it will provide her with a sense of purpose and fulfillment.
Pain Points
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Lack of information: Olivia does not know where to start and it is difficult for her to find the trustworthy organizations to work for.
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Finding the suitable opportunity: Some volunteering opportunities require specific skills and techniques.
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Financial constraints: It may require travel far from home so it causes additional expenses such as transportation and accommodation.
Persona 2
Jordan Snow
Age: 46
Occupation: Business Owner
Location: Toronto, Canada
Interests: Philanthropy, Volunteering, Community Service, Social Events
"I believe success is not just about profits, it's about giving back."
About
Jordan is a successful business owner who believes in giving back to the community. He is actively involved in local non-profit organizations and enjoys attending charity events. He believes in the power of community and wants to contribute to making his neighbourhood a better place to live.
Goals
Jordan wants to support the community centre so that it can continue to provide important services and resources to seniors in need. He believes that this is an important cause that is often overlooked, and he wants to make a meaningful difference in the lives of older people in his community.
Motivations
He is motivated by his desire to give back to his community and make a positive impact on the world.
He believes that everyone deserves dignity and respect, and he wants to support a cause that aligns with these values.
Jordan is also inspired by the resilience and wisdom of older people, and he wants to help ensure that they are able to enjoy their golden years to the fullest.
Pain Points
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Time Constraints: Jordan is usually very busy with work and other commitments, which makes it difficult for him to donate his time to the community on a regular basis.
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Uncertainty about How to Contribute: Jordan is often confused as to how he can best contribute to the community centre. He is unsure what types of donations are most needed or how he can make the most impact.
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Lack of Awareness: He is not aware of the specific needs and challenges faced by older adults in the community, which makes it more difficult for him to identify ways to contribute.
User Flows
For Volunteers
For Donors
Initial Concept
Home Page
Volunteer Page
Event Page
Donate Page
About Us
High Fidelity Mockups
Home page with improved clarity and added visuals
Before
After
About us page with all the services, but with images and lesser text
Before
After
Donate page with an interactive element to show the impact of donation
Before
After
Prototype
Future Steps
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Mobile optimization: Ensure the website is fully responsive and optimized for mobile devices, as many users will access the site through smartphones or tablets.
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Online resources: Provide downloadable resources, such as guides, brochures, and informational materials, that users can access to learn more about EWCS's programs and services.
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Events calendar: Include an interactive calendar highlighting upcoming events, workshops, and activities related to EWCS services and programs, making it easy for users to stay informed and get involved.
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Accessibility features: Ensure the website is accessible to all users, including those with disabilities, by implementing features like alternative text for images, keyboard navigation, and screen reader compatibility.