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Timeline

March 2022 - July 2022
(Contract)

My Role

UX/UI Designer & Researcher as part of Greepeance Malaysia Website redesign for fundraising

THE BACKGROUND

The Client: Greenpeace

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THE BACKGROUND

The Problem

Age discrepancy in donation

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USER INTERVIEW

In-depth User Interviews

Current Greenpeace Malaysia website is getting loose younger donor traffic and it affects loosen revenue. So we need to know why people are getting less traffic on Greenpeace website.

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THE OVERVIEW

Overview of 5 Research Findings

1.Transparency issues 

Transparency 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 none-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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What Greenpeace uses donations for six checkpoints.

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 diversification of the payments.

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Concept design : Donation Page

COMPETITIVE ANALYSIS

4 NGO Websites had 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?

Transparent payment methods foster 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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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 petitons 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 getting 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

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Hero Page

Landing page shows where Greenpeace uses donations

Donation Infographic

“Where do my funds go?” can be answered

Donation Process

Select donation amount and then choose from a variety of payment options.

Volunteer

You can choose the volunteer types

CONSIDERATION

My Personal Learnings?

Design & Research

Product

Engineering

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