TARGET AID 

TARGET AID

DESIGN METHODS

RESEARCH METHODS

PERSONAS & USER JOURNEYS

It is difficult to create a successful product if you don't know who you are talking to. Together with the client, we created personas designed to give a clearer picture of the users. The client already had a sound understanding of who their users were, which was of great help. We also gathered insight from data in Google Analytics. By using personas it's easier to structure conversations from the users' perspective and to create features and experiences that are useful to them. To empathize one step further we mapped out the user journey on the whiteboard.

These exercises formed a great foundation to move into ideation and validation.

PERSONAS & USER JOURNEYS

It is difficult to create a successful product if you don't know who you are talking to. Together with the client, we created personas, ie fictitious people designed to give a clearer picture of the users. The client already had a sound understanding of who their users were, which was of great help. We could also gather insight from data in Google Analytics. By using personas it's easier to structure conversations from the users' perspective and to create features and experiences that are useful to them. To empathize one step further we mapped out the user journey on the whiteboard. Demonstrating the way users:
1. Currently interact with the product  
2. Could interact with the product.

These exercises formed a great foundation to move into ideation and validation.

PROJECT GOALS

From previous research, we identified that the major concern users had was that they didn't perceive the platform trustworthy enough to donate to. This was obviously a deal-breaker as the main goal of the platform was to drive conversions through donations.

From a UX audit, we identified that the platform was quite dated and broken in some places with old code. There was also an opportunity to update the design pattern and style guide.

Together with research, combined with findings discussed with the client and users, we prioritised the following goals:

PROJECT GOALS

From previous user interviews, we identified that the major concern was that users didn't find the site trustworthy enough to donate. This was obviously a deal-breaker as the main goal with the platform was to drive conversions through donations.

From a UX audit, we also identified that the site was quite dated and broken in some places. There was also an opportunity to update the feature to use the new design patterns and be usable on mobile screens.

Together with research, combined with findings discussed with the client, we prioritised the following goals:

1. Establish trust and credibility through an updated design
2. Improve the user experience on mobile 
3. Clear up pain points discovered in stakeholder and user interviews
4. Implement a dashboard with tools for users to follow their donations and progress
5. Incorporate elements of gamification

1. Establish trust and credibility through an updated design

2. Improve the user experience on mobile 

3. Clear up pain-points discovered in stakeholder and user interviews

4. Implement a dashboard with tools for users to follow their donations and progress

5. Incorporate elements of gamification

IDEATION

By understanding the problem areas and the constraints we conducted an ideation workshop with the client, to contribute and pitch ideas, rank them and eventually - select the best of them for inclusion in the product. This ensured that the client's voice was heard and had a personal stake and say in how the product would be developed - allowing for a balance between user needs and business wants. By now we had gathered enough information to get started with the wireframes and prototype. 

IDEATION

By understanding the problem areas and the constraints we conducted an ideation workshop with the client, to contribute and pitch ideas, rank them and eventually - select the best of them for inclusion into the product. This ensured that the client's voice was heard and had a personal stake and say in how the product would be developed - allowing for a balance between user needs and business wants. By now we had gathered enough information to get started with the wireframes and prototype. 

TESTING

I conducted usability testing with 5 users to validate key flows and identify friction points. Using a think-aloud method, we observed how users interacted with the prototype and where they hesitated or got stuck.

Insights from testing directly informed iterations, improving clarity, navigation, and confidence in completing actions.

TESTING

Before finalising the visual details of the design, I wanted to see how our users responded to our chosen direction and to evaluate the usability of the new features. We recruited 5 users from varying backgrounds and used prototyping software such as InVision. We started with asking the users to complete a set of different tasks and to 'think aloud' when they completed these. It's a good way to gather information on where the users might get stuck, and if there are things that are unclear. With the feedback gathered from the user tests, we iterated on the prototype with the required changes to improve the experience.

SOLUTION

We redesigned the platform to improve trust and usability through:

• Clearer project transparency
• Showing where money goes, what progress looks like, and why the project can be trusted
• Improved information hierarchy
• Making it easier to understand projects and take action
• Simplified donation flow
• Reducing friction and decision complexity
• Consistent visual system
• Creating a more professional and trustworthy experience

SOLUTION

We redesigned the platform to improve trust and usability through:

• Clearer project transparency
• Showing where money goes, what progress looks like, and why the project can be trusted
• Improved information hierarchy
• Making it easier to understand projects and take action
• Simplified donation flow
• Reducing friction and decision complexity
• Consistent visual system
• Creating a more professional and trustworthy experience

USER STORIES

Working in an Agile framework I worked closely with the product owner to break down the epics into user stories with the help of user story mapping. Breaking it down and sorting them into two-week sprints meant we could start to deliver smaller portions that would give value to the client and we could reprioritise what to build if needed.

USER STORIES

Working in an Agile framework I worked closely with the product owner to break down the epics into user stories with the help of user story mapping. By breaking it down and sorting them into two-week sprints meant we could start to deliver smaller portions that would give value to the client and we could reprioritise what to build if needed.

DESIGN SYSTEM

Alongside the finished interface designs, I produced a sketch file documenting all elements to keep the designs as consistent as possible. This was an important tool for the development team to use and build an understanding of. I used Brad Frost Atomic Design Methodology. Adopting a design system early to establish reusable design patterns was beneficial in helping our team stay in sync.

DESIGN SYSTEM

Alongside the finished interface designs, I produced a sketch file documenting all elements to keep the designs as consistent as possible. This was an important tool for the development team to use and build an understanding for. I used Brad Frost Atomic Design Methodology. Adopting a design system early to establish reusable design patterns was beneficial helping our team stay in sync.