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Timeline

March 2022 - July 2022
(Contract)

My Role

UX/UI Designer and Researcher as part of Investigation for Falling revenue from donations year over year in Greepeance Malaysia.
I suggested several payment methods and steps that can earn donor’s trust and transparency, re-branding for the organization

THE BACKGROUND

The Client: Greenpeace

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THE BACKGROUND

Insight Annual Reports

While I was investigating annual training reports and GYSEA Data analytics to find a clue, I found interesting patterns among young professionals.
I was hired to figure out why people don’t want to donate.

THE BACKGROUND

The Problem

Age discrepancy in donations

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Insight Training Greenpeace Malaysia 2022

USER INTERVIEW

In-depth User Interviews

The current Greenpeace Malaysia website is attracting few young donors, which impacts revenue. We needed to discover why the website receives less traffic from this age group.

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THE OVERVIEW

Overview of 5 Research Findings

1. Transparency issues 

Transaparency strengthens relationships between the donor and their organization and helps nurture an environment of collaboration.

2. Payment method issues

Transparent payment methods foster trust and open communication

3.Legibility & readability

The content gets lost in difficult-to-read typography; your customers cannot read it.

4.Tone & Attitude issues

Tone expresses the company's personality and core values and sets the business apart from its competitors.

5.Discoverability issues

Greenpeace has low volume on non-brand rankings and needs to be optimized.

FINDING # 1: TRANSPARENCY ISSUES

#1 Transparency Issues

Why is it essential to have business transparency?

Transparency fosters trust and open communication.
It strengthens relationships between the donor and their organization and helps nurture an environment of collaboration.

FINDING # 1: TRANSPARENCY ISSUES
CONCEPT RECOMMENDATION

Building Trust

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Quick Sitemap

Social Recognition

Trustable local office location & contacts provided

Reliable information matters

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Concept Design: Footer Page

FINDING # 1: TRANSPARENCY ISSUES
CONCEPT RECOMMENDATION

How Do We Use Donations?

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6 bullet points explaining what Greenpeace uses donations for.

Before we dive into blog articles, summarize the point of what we do.

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Concept Design: Hero page

FINDING # 1 : TRANSPARENCY ISSUES
CONCEPT RECOMMENDATION

Donation Step by Step

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“Where was my money going?“

The infographic shows how Greenpeace works.

It provides each step of the donation process and the diversification of the payments.

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Concept Design : Donation Page

COMPETITIVE ANALYSIS

4 NGO Websites Do the Following Better:

WWF

World Wildlife Fund

Union of Concerned Scientists

Union of Concerned Scientists

EWG

Environmental Working Group

Sear Shepherd conservation society

Sea Shepherd Conservation Society

FINDING # 2: PAYMENT METHOD ISSUES  

#2 Payment Method Issues

Why Is It Essential to Have Business Transparency?

Transparency fosters trust and open communication. It strengthens relationships between donor and their organization and helps nurture an environment of collaboration.

FINDING # 2: PAYMENT METHOD ISSUES  
CONCEPT RECOMMENDATION

Diverse Payment Methods

How Do You Attract Young Donors to Your Nonprofit Organization?

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E-wallet is the new trend

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Diverse payment methods, including e-wallet, debit card, bank transfer, and cash delivery

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Concept Design: E-Wallet

Concept Design: Credit/Debit card

E-Wallet is one of the fastest growing payment methods and can ease the privacy concern

Debit card is preferred methods but credit card would be more secure for organization.

Diverse Age Segmentation Needs:

FINDING # 3: LEGIBILITY & READABILITY ISSUES

#3 Legibility & Readability Issues

Why is Legibility & Readability Important?

FINDING # 3: LEGIBILITY & READABILITY ISSUES
CONCEPT RECOMMENDATION

Options for Volunteership

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Valuable volunteers who know how to leverage critical social media channels

Submitting petitions together

Supporting the need for supplies for volunteers and locals

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Concept Design: Volunteership page

FINDING #4 : TONE ISSUES

#4 Tone Issues

What is the tone of a website?

FINDING # 4: TONE ISSUES
CONCEPT RECOMMENDATION

Why Greenpeace?

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Sharing Greenpeace’s Victories

The history of Greenpeace shows how we can move forward on environmental issues

E-newsletter

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Concept Design : Victory Page

FINDING # 5: DISCOVERABILITY ISSUES

#5 Discoverability Issues

How might we recover from a loss of fundrasing revenue?

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WWF is the clear winner when it comes to non-branded keywords in the top positions, and their educational hub contributes to this. WWF have an entire ‘Learn’ section on their website which is structured around different educational themes.

PROTOTYPE

Mobile View

Hero Page

Landing page shows where Greenpeace uses donations

Donation Infographic

Answers the question, "Where do my funds go?"

Volunteer

You can choose the volunteer types

History

Learn more about Greenpeace's victories

CONSIDERATION

My Personal Learnings

Design & Research

Product

Engineering

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For more work inquiries, or grab a coffee, email me at rachel.cho5257@gmail.com