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About me
CEO. husband. father. design psychologist. humanist. curious. open minded.
passionate.
Experience is everything!
We are living an ‘experience economy’ and this presents a new type of revolution: an experience revolution.
People expect online technologies to treat them better. We want ease-of-use. We want to feel engaged. We want to feel valued.
Technology that indirectly tests us and makes us feel foolish or confused is not very humane. Your website and donation process will shape people’s reactions and perceptions.
Everybody judges everything so ensuring they judge you well requires that you must treat them well.
What really matters
“not everything that can be counted counts, and not everything that counts can be counted”Albert Einstein
Our research approach
Research
Model
Design
Test
Documented and prioritised all our insights and knowledge
Built the journey (wireframed the whole process)
Applyed visual styling to the wireframes
Measured the motivation of key pages (donation landing and thank you pages)
Fine tune the journey and page elementsA/B Test
User-centred donations
The online donation journey
Engage
ContentFeatures
The online donation journey
Engage
Nudge
ContentFeatures
MessagingButton design & Placement
The online donation journey
Engage
Nudge
Support
ContentFeatures
MessagingButton design & Placement
Straightforward form designFeatures to build trust and confidence
The online donation journey
Engage
Nudge
Support
ContentFeatures
MessagingButton design & Placement
Straightforward form designFeatures to build trust and confidence
Building emotional engagement
Building emotional engagement
£20will help save1000 trees!
Building emotional engagement
£20will help save1000 trees!
Building emotional engagement
About 1440 acres are cut down every day. That’s about
700 football pitches.
PANIC!
Building emotional engagement
It could have been me...
Building emotional engagement
Building emotional engagement
69 Tigers saved! = 3 Tigers
Turning engagement into donations
Turning engagement into donations
Turning engagement into donations
80%will go directlyto the charity
Turning engagement into donations
80%will go directlyto the charity
Turning engagement into donations
£20will help save1000 trees!
£5will help save250 trees!
£10will help save500 trees!
Still im
portant!
Turning engagement into donations
Turning engagement into donations
Turning engagement into donations
END
Turning engagement into donations
I’ve donated £££
Turning engagement into donations
Model, design and test
What we discovered: donation landing pages
70% preferred the new design
90% indicated they would continue to donate on the new design
70% agreed donations seemed vital on the new design
What we discovered: donation landing pages
New Design
“details where my money is going and how much will be directly helping refugees”
“I like the pie chart, as it shows me all the different places my money goes”
Current Design
“I’m put off by the large amounts of money they suggest I donate”
What we discovered: thank you pages
100% preferred the new design
70% indicated they would continue to interact with the UNHCR because of the new design
80% agreed they would leave the website immediately because of the current design
What we discovered: thank you pages
New Design
“makes me feel connected and rewarded for making a donation”
“feels like I’ve helped someone rather than just bought something”
Current Design
“disconnected in terms of what I have just done”
Perfect donation key tips
Use empathy and NOT guilt
Limit the number of payment choices and make them meaningful
Ensure your donation pages have lots of emotional cues (triggers)
Ensure the donation journey reflects e-commerce best practise
Make people feel rewarded (positive)
So what’s next?
Complete live A/B testing
Release a White Paper and share the learnings
Contact [email protected] or [email protected] for more information
Thank you