Prototype and product redesign of a digital charitable giving tool
The world’s second largest public charity is a donor-advised fund program started by a prominent investment firm. Customers donate to the charity online and then recommend how the money is used to support charitable causes.
The existing online customer experience was complex and dated, so our job was to redesign it so that it would “inspire to give simply.”
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We explored content organization, homepage layout, dashboard landing page and two transactional flows:
After exploring two different navigational flows for transactions in the prototype, we proposed a fixed left-hand navigation panel that could apply to both flows: granting to a charity and contributing to the fund.
In detailed design, we tackled one of the transactional flows: recommending grants. The organization has roughly 119,000 donors (72,170 accounts). In 2014, the accumulative investment growth was $3.6 billion and donors recommended a total of $172.7 million to support international charitable organizations.
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To compliment the print font, Avenir, we used the Google font Lato to refine the brands previous digital font selections: Arial and Verdana.
Building on what we explored in the prototype phase, we built a fully responsive site that streamlines the granting process (from 17 steps down to 3 steps) for existing customers and provides easy access to their giving history and analytics.
Users are greeted with their account name, a high-level account total, summary of recent and upcoming activity as well as a summary analysis of their previous grants.
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A simplified three step approach for recommending grants to nonprofit organizations:
The experience utilizes a fixed left column for wayfinding and process tracking and leverages a right-hand panel for contextual "help" and adding new charities to your list.
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We created a rich informative marketing site for prospective customers.
With the help of some amazing donors, we made two videos to inspire charitable giving.
And to help the business maintain their new identity, we creating marketing materials and styleguides.
Senior Art Director: Kit Casey, Creative Director: Jared Kelleher, Designer: Florencia Balseiro, Copywriter: Emily Morgan, UX: Linda Mateos and Gail Fogel