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THE CLIENT

The Client: Greenpeace

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Role

UX/UI Designer & Researcher

collaborated with Greenpeace’s digital advocacy team, copy writer

to revamp their campaign engagement flow.

The redesign aimed to increase petition sign-ups and donations by creating a seamless, emotionally resonant user journey.

Timeframe

2022

Company

Greenpeace is an independent global campaigning network and known for their direct actions.

Greenpeace Malaysia works to protect the environment for a safer future and a liveable world.

Web Application

THE BACKGROUND

Donation revenue is dropping year after year

Greenpeace faced a decline in user engagement for their mobile donation campaigns. The goal was to redesign the campaign landing and donation pages to improve clarity, emotional appeal, and conversion by 10%.

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  • 60% of the target donors are at least 35 years old or olderI was hired to figure out why people don’t want to donate.

  • Revenue is falling down year by year

  • The 25-34-year-old bracket has the highest population but the smallest donation segment

  • Women in the 25-34 age group represent 24% of the 'Inactive' or 'cancelled' donors

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THE PROBLEM

How might we modernize the experience while keeping Greenpeace's mission and voice intact?

Why are younger users not donating?

The organization needed to understand why, and how to increase recurring contributions from this group without alienating existing donors.

Greenpeace in-depth user testing and diverging wide and exploring solutions while iterating and discussing, gaining feedback, and working through the problem.

COMPETITIVE ANALYSIS

4 NGO Websites Do the Following Better

I investigated payment method issues and analyze non-governmental organization finance reports from authority websites and realized this was a bigger issue than a variety of payment methods. Greenpeace needs to ensure transparency and public accountability in its campaigning, fundraising and financial management practices

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WEBISTE ISSUES (BEFORE REDESIGN)

Overview of 2 Research Findings

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01

Payment Method Issues

Transparent payment methods foster trust and open communication.

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02

Information Architecture Issues

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

01 WIREFRAME (AFTER DESIGN)

Flexible Payment Options for Every Donor

How Do You Attract Young Donors to Your Nonprofit Organization?

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Choose your comfortable amount of donation

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

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

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Flawless Donation Process

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

02 WIREFRAME AFTER DESIGN

Revised Content for Better Information Architecture

Raising Awareness, Empowering Action

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Valuable volunteers who know how to leverage critical social media channels are needed

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Supporting the need for supplies for volunteers and locals.

Getting people involved is a surefire way to get people to remember your organization

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Restructuring Information Architecture is like putting puzzle pieces together. Every piece fits together to create robust brand awareness

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The history of Greenpeace engages audience with how we can move forward on environmental issues

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Concept Design: Volunteer Page

PROTOTYPE

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Click any devices on the top. It will connect you full Figma file to review

RESULT & BUSINESS iMPACT

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The redesigned campaign page increased petition sign-ups by 42% and boosted donations by 17% within the first 6 weeks post-launch

Increased Awareness & Search Visibility

CONSIDERATION

My Personal Learnings

Design & Research

Product

Engineering

INQUIRIES

Get In Touch

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

"Never confuse movement with action."

- Ernest Hemingway

"Out of clutter, find simplicity. From discord, find harmony.

In the middle of difficulty lies opportunity."

  - Albert Einstein

Website design and content © 2024 by Rachel Y Cho.  

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