UX DESIGNER
THE CLIENT
The Client: Greenpeace
Work Done
UX/UI Designer and Researcher hired to investigate falling revenue from donations year over year in Greenpeace Malaysia.
Timeframe
4 months
March 2022 - July 2022 (Contract)
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
The Problem
Problem
Revenue from donations is falling year over year.
How might we motivate younger people to donate?
Challenge
I investigated Greenpeace annual reports over 10 years of trends and found the younger generation have tended to donate less and less as time goes by
Hypothesis
There was a considerable discrepancy in the different age brackets of donors, which led me to realize we need to bring younger people on board for future fundraising.
THE KEY INSIGHT
Annual Report Insight
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 have a hard time donating.
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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.
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Revenue is falling down year by year
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The 25-34-year-old bracket has the highest population but the smallest donation segment
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Women in the 25-34 age group represent 24% of the 'Inactive' or 'cancelled' donors
THE OVERVIEW
Overview of 5 Research Findings
01
Transparency issues
People need an answers for "where does my money go?" Updating recent activities with monetary transparency strengthens relationships between the donor and their organization and helps nurture an environment of collaboration.
02
Payment Method Issues
Transparent payment methods foster trust and open communication.
03
Legibility & Readability
The content gets lost in difficult-to-read typography; your customers cannot read it and click away.
04
Tone & Attitude Issues
Tone expresses the company's personality and core values and sets the business apart from its competitors.
05
Discoverability Issues
Greenpeace has low volume on non-brand rankings and needs to be optimized.
COMPETITIVE ANALYSIS
4 NGO Websites Do the Following Better
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.
Information Architecture : Donation options
Concept Design : Payment options
FINDING 1: TRANSPARENCY ISSUES CONCEPT RECOMMENDATION
Building Trust
Concept Design: Footer Page
Quick Sitemap
Social Recognition
Trustable local office location & contacts provided
FINDING 1 : TRANSPARENCY ISSUES CONCEPT RECOMMENDATION
Donation Step by Step
“Where was my money going?“ will be answered
The infographic shows how Greenpeace works.
It provides each step of the donation process and the diversification of the payments.
Concept Design: Donation Page
FINDING 2 : PAYMENT METHOD ISSUES CONCEPT RECOMMENDATION
Diverse Payment Methods
How Do You Attract Young Donors to Your Nonprofit Organization?
Choose your comfortable amount of donation
Diverse payment methods, including debit card, bank transfer, and cash delivery
It provides each step of the donation process and the diversification of the payments.
Concept Design : Card payment options
Instead of preset of donation amount, Choose the amount that you would like to donate. Debit card is preferred for the donor, but credit card would be more secure for the organization.
Cash is the most preferred way to donate.
FINDING 3 : LEGIBILITY & READABILITY ISSUES
#3 Legibility & Readability Issues
Why is Legibility & Readability Important?
USER STATEMENT
The Statement
"I started with Greenpeace international website not the Malaysia website. I can't trust that I am in the right website."
"I am not sure I can able to donate my money to this website because it is hard to read the articles and not linear orderline. so that makes me feel outdated."
"single photo of polar bear doesn't mean anything to me. what was the purpose of showing the polar bear? Is this a saving earth project?"
(JitYoung Koh ,Copywriter)
FINDING 3 : LEGIBILITY & READABILITY ISSUES CONCEPT RECOMMENDATION
Options for Volunteering
Valuable volunteers who know how to leverage critical social media channels are needed
Supporting the need for supplies for volunteers and locals
Learn more about the history of Greenpeace
The history of Greenpeace shows how we can move forward on environmental issues
Concept Design: Volunteer Page
FINDING 4 : TONE ISSUES
#4 Tone Issues
What is the tone of a website?
Concept Design: Newsletter
FINDING 5 : DISCOVERABILITY ISSUES
#5 Discoverability Issues
How might we recover from a loss of fundraising revenue?
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 and see what kinds of work you could provide
Lastest Wins
Learn more about Greenpeace's victories
PROTOTYPE
Click any devices on the top. It will connect you full Figma file to review
RESULT
Using Google Analytics and Semrush Marketing reports,
I found out huge social impact on keywords variations compare to 6 month ago.
Greenpeace is now to be considered user-friendly keywords and search engine-friendly SEO & SEM in order to make users discover their website.
Still, cancellation is the number one concern in the keywords, relevant keywords fill up the Greenpeace search engine, making it easy to navigate and easily found on the search engine.
Greenpeace Malaysia have drastically changed on their donation process. We minimized outdated address form and lower down the donation amount.
Over the past 50 years, Greenpeace has indeed changed the world. Our committed activists and supporters have come together to ban commercial whaling, convince the world's leaders to stop nuclear testing, protect Antarctica, and so much more.
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