VANCOUVER FILM SCHOOL

What’s the Big Idea Design Document

Ride2Survive Group 2: Angie VanCuren, Ashley Hawkins, Bill Kim, David Suarez, Fernanda Herrera

2/19/2012

Ride2Survive Brief Project Mission Create a campaign around the idea “The Path Your Donation Takes” that communicates the fundamental difference between Ride2Survive and similar events. Revamp Ride2Survive’s existing website to clearly communicate the fundamentals of the organization to interested parties. Overview Ride2Survive is a non-profit society started in 2004 and has raised over $1.2 million since its inception. The ride is limited to 150 riders and its core philosophy is that 100% of donations go to cancer research and is 100% volunteer driven. Currently working on planning the 2012 ride, which will take place June 23, 2011. Ride2Survive needs a complete redesign of their existing website and an online awareness campaign around idea “The Path Your Donation Takes”. Problem / Opportunity We would also like to create an online awareness campaign around the idea of “The Path Your Donation Takes”. There are 5 major areas in this journey that we feel are important: 1. How the money is raised 2. The Canadian Cancer Society 3. The Researcher 4. The Doctor 5. The Patient Our organization sees this as being a single video or 5 separate videos that fit together but we are open to alternative approaches/suggestions. We can provide contacts for each of the 5 areas. The current website is not effectively communicating the core message of our organization nor is it as informative as it could be. The visuals of the site are not contemporary and do not conform to the visual branding of our organization. Research & Questions for Ride2Survive from R2S Group #2 Is there a section where you can sign up as a volunteer? I noticed there is a “Crew Info” section where they say you need help in certain aspects. Who can be a member and sign up? Only the riders? Do you want to educate donors on cancer or on R2S, or both? Which category is R2S most focused on? Research, Prevention, Advocacy, Information, Support Do you have an events coordinator with the CCS that you work with? Does the CCS have any control over your fundraising initiatives? Do you get support back from the CCS? How do you get your own sponsorship? Do you want a link so that more sponsors can sign up if they want? Do you have a sponsorship package for levels of sponsorship? What happens at the beginning of the ride and at the end? Is there a ceremony? When is the total amount raised announced? Do you have pledge sheets that get handed to the CCS or do you count the money first and give a lump sum to the CCS? How is the path of your donation different from other events? Since you’ve been doing this for 7 years, what has changed from the beginning til now? Can you tell me the story of the first ride?

Initial Potential Concepts “What you can do until we ride.” “Give something new to R2S.” “Caregiver Opportunities” “Stories of R2S” “Interactive Stories” Ride2Survive Competition The Ride to Conquer Cancer Relay For Life Prairie Women on Snowmobiles Daffodils Cops for Cancer Golf Fore the Cure Door to Door Canvassing Inspiration Cancer.ca fight back video The Sea Wheeze Website Spectrum Video on Vimeo Brainstreams Video Opportunity Multiplied Video on Vimeo Website Potential Better donation call to action. It is big and you can see it easily, but it’s not great looking. Main title is not the logo. Main navigation is easy to understand. Color Palette is not used throughout. Better twitter feed. Link to the cancer.ca fundraising page. More information about the CCS Ride Info page is messy… too much text. Each page should be consistent, make new wireframes.

Ride2Survive Group #2 Pitch

WBS

User Stories

As a registered user I will have access to the websites blog so I can share my own personal stories. As a visiting user I have the choice to donate, ride, or volunteer, each has their own call to action throughout the website. The user will see a carousel on the front page that shows them the videos they can watch about giving 100%

1. Interested in Donating to Cause

Size: Large

As a user, I want to be able to donate money to the charity.

Agreement:

• Call to action on homepage of website • Information on where the donation is going • Redirect to CCS donation page • Knowledge on the rider and why they are riding

2. Looking For Information on Ride

Size: Small

As a user, I want to be able to find information about the ride.

Agreement:

• Informational video on the homepage • Easy navigation titles for better way finding on site • Page on main navigation with informational charts about the ride.

3. Volunteer For the Ride

Size: Medium

As a family member of a rider, I want to be able to volunteer for the day of the charity.

Agreement:

• Static link on main navigation to volunteer information

4. Rider Register Process

Size: Large

As a previous rider I would like to re-register for this years ride.

Agreement:

• A main navigation link to the signup page

Product Backlog

Redesign their website with integrated motion pieces.

• New layout and look and feel • New and improved blog • Intro page for website with 30 second animation video as the welcome message • Showcase information about the charity in a different way that’s easy to read and understand • Improved call to action for donations • Better way finding for website especially in regards to the donation process and link • Easier access to social media • Improved member access section • New ‘Meet the Rider’ section to make the site more personable • Four cinematic short (1 minute) films showcasing various riders and people involved with the charity that will engage others to participate and want to learn more about

the charity

Rasci Matrix

Motion Graphics Script

Ride2Survive is a one day 400km bike ride from Kelowna to Delta.

Their participation gives strength to the Canadian Cancer Society’s mission to eradicate cancer.

But, it’s more than just a bike ride fundraiser.

It’s 100% volunteer driven.

It’s 100% research driven.

It’s 100% health driven.

AND 100% of your donation goes to research.

Your donation will begin in the community and end in the community.

Riders collect a minimum of $2,500 in donations from friends, family and supporters.

That combined with other outside donations are collected and given to the CCS.

Riders can allocate their donations to researching the cancer type of their choice. The CCS focuses that R2S money to researching the chosen cancers.

Research answers clinically relevant questions.

Physicians use the outcome of the research to provide benefits for their patients.

Support the fight against cancer.

Your donation goes a long way.

Motion Graphics Storyboard

Website Heuristic Analysis

Site Goals 1) To inform visitors about Ride to Survive, the dynamics of the ride, why they do it and how it collaborates with the cancer research cause. 2) To engage new donors to support their cause. 3) Create an space where riders and volunteers can interact each other by sharing their stories and commenting in the blog, the forum, and twitter also by posting the events so everybody is informed. Homepage Usability The Homepage as it is right now is not very usable because things are spread all over the page with no apparent order. Things are not easily findable, therefore a first time user would have a lot of trouble there; also the interface is not very appealing, so this first time user would not feel compelled to explore and find new things. Navigation & IA The navigation through the site is somehow hard and unpleasant because of te way the information is structured and mainly because of the layout of the pages and the particular style. The call to action for the donations is visible and easily findable, but the way the button is presented, looks to us like a button of one of those sites that scam people with fake prizes, so the button serves very good it’s purpose when it comes to users that already know Ride 2 Survive and want to find quickly a way to donate but it´s totally ineffective when it comes to new users. It is not clear also how a user flow would be in this site because there are two main navigation menus, one in the upper part which looks like it is the most important and one on the side that says ¨Main Menu¨ so it is hard for any user to know where to go within the site once he/she has landed on the homepage. Forms & Data Entry There is also a problem in this aspect; the site has 3 types of people who are supposed to register: the riders, the helping personnel and the people who want to be in their mailing lists. All of them have to fill in a huge form and it is not clear before starting to fill it that the possibility to state which kind of user is there, with this post facto approach, there are users that will never engage on that. Also there is a shopping cart for riding with no products on it, which is very confusing. The donors have a different path, since the site uses a service called kintera/blackbaud for that purpose. Although that part looks more clear, it is also confusing because the style changes in some degree from the main site to the donation page, however that is not really a mayor concern. After registering there is the possibility of login in, but again there is no way to know what the benefits are for taking that action, as we know so far there is a forum but we currently have not had access to the page. Latency The site is quite fast, that is one of the strong points currently. One of the good things right now is that it is not graphically heavy so it does not have big loading times. Page Layout & Visual Design The strong point about the visuals right now is their logotype which they don´t want to change, however one of the biggest weaknesses of the site right now is the lack of a good design able to engage people in the cause. needs to be more aimed to new users, that can be achieved by making it friendlier, adding some visuals like images, videos and animations. The page needs to reinforce their identity by putting the logo on it so it becomes more trustable. The help & feedback for the users needs to be improved by things like putting a sitemap, adding more FAQ´s and rewarding the more the user after he/she lands in the different pages of the site. The registering forms need to be simplified and stated their purpose in an easy way for the user. The donation page could be improved by updating the graphical assets there within the external site used for that purpose. The sites URL´s could be much more SEO friendly than they currently are. The site is structured in joomla CMS which allow the site administrator to throw pieces of information in there without having to care that much about the layout because it automatically puts the information. However if there is no further work the page ends up looking very unpolished.

Also instead of the well-crafted logotype that they currently have, in the main banner is only shown a very odd text with their name on top of an image that would be the background of the banner but that lacks a real logo and an identity. All of the latter really affects the Trust and Credibility of the site, also the already mentioned problem with the donations button. Help Feedback & Tolerance The only help offered in the site are the FAQ which are accessible from every page, which is a positive fact, however the FAQ´s are not about the use of the site, only about the actual Ride to Survive cause. Also there is no sitemap currently and no other apparent way to get real feedback about the actions within the site. However we discovered that there is a forum called Help and Q & A, but is accessible only through by logging in, and a new user is never aware of that. We discovered it by doing various queries in the search bar of the site but that is something that a new user will never find out, and even after knowing it, it´s very doubtful that they will register just in order to get to that forum. Suggestions The site needs to be visually redesigned, including the layout, visuals and specially the banner and the donations button. The information needs to be prioritized and organized. The page needs to be more aimed to new users, that can be achieved by making it friendlier, adding some visuals like images, videos and animations. The page needs to reinforce their identity by putting the logo on it so it becomes more trustable. The help & feedback for the users needs to be improved by things like putting a sitemap, adding more FAQ´s and rewarding the more the user after he/she lands in the different pages of the site. The registering forms need to be simplified and stated their purpose in an easy way for the user. The donation page could be improved by updating the graphical assets there within the external site used for that purpose. The sites URL´s could be much more SEO friendly than they currently are.

Website Assets

Site Map