OVERVIEW

Rational-animal is a non-profit organization that has been support animals at risk since 2002, through organizing local fundraising events and partnering with artists to form ecommerce gallery to bring capital to organizations

Rational-Animal has the vision to bring users' awareness for at-risk animals through campaigns & eCommerce galleries, however, their website suggests otherwise.  With the bold color scheme and disorganized layout, it's not doesn't reflect such a goal, whether a disconnection to users.
The Challenge Our goal for the redesign is to improve the user return rate through the use of easier site navigation and transparency of funding distribution. Based on my initial survey, majority of the participants were more concern about is the organization is legitimate.

KPI:
1. How much time a user needs to complete a transaction
2. Is there difficulties during the progression flow
3. How likely a user will make a donation
Role:UX Researcher
UI Designer
Design Strategist
Tools:Miro
Figma
Photoshop
Duration:2-weeks
UX Techniques:User Interview & Data Visualizing
Design System Creation
Persona, User Flow & Usability Test
Wireframe & Protoype

RESEARCH

User InterviewsWe want to explore the users' concerns from survey further down the road, as we already know what the concerns are, individual interview session will help explore what makes the concerns a factor when making a NPO trust worthy.

PERSONA

IDEATION

Analyzing & IdeateLegitimacy and fund distributions are the biggest concerns from donors how can we ensure the safety measures are in place to verify an NPO of its legal status?

I researched a number of legal NPOs and IRS-registered non-profits to help better understand for an organization to claim its legal status what needs to be verified and what other sources are there available for users to determine whether a non-profit is trustworthy to be supported.

Turns out IRS will show the legitimacy of an organization, but still need further investigation to explore how the organization is to be run, and how transparent is the infrastructure to paint a complete picture for donors.

BRAINSTROMING

User FlowTo test out the fundamental functions of the site, we decided to mock up flows that reflect the purpose of the case study. First and foremost is the campaign itself, to offer organization transparency has helped users to gain insight into the NPO and the campaign hence to make the conversion more successful.
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1. Browse & Research a campaign to support
2. Make a donation
3. Make a purchase
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Competitor AnalysisTo better understand our position in the established market, we went out to research other apps with similar functionalities in both direct and indirect markets.
View full size analysis
wireframeWe drafted out a basic wireframe to test out the functionalities and overall layout of the mobile platform before the web platform, as mobile devices has a more dominated market nowadays.
Style Tile The original Rational-Animal has a bright orange color scheme, it's cute nonetheless, however, it feels more like the color is competing with elements in the webpage.  
In the redesign, we want to keep the originality of the color scheme, added accent colors for a more playful vibe.  
Adjusted the predominant orange to a warmer tone and simplified the distribution of the accent colors to support the mellow orange we finalized.
Prototype After testing our low-fidelity mockups, we were able to create high-fidelity mockups.
A major change that occurred during this mockup was that the color scheme set the tone for the entire website, making it more welcoming for users. We also removed repetitive links to make the website user-friendly.