Food Education Australia
Food Education Australia is a non-profit focused on Food education for kids and sustainability. It empowers individuals, especially youth, to make informed food choices through cooking classes, workshops, and community outreach. Their programs address food literacy, social enterprise, disaster resilience, food justice, and sustainability, aiming to reduce health disparities and promote environmental stewardship.
Jul 30, 2024
CLIENT
Food Education Australia
CLIENT
Food Education Australia
CLIENT
Food Education Australia
Role
UX Designer
Role
UX Designer
Role
UX Designer
Service
Web Design
Service
Web Design
Service
Web Design
Stakeholder Interview
Stakeholder Interview
Stakeholder Interview
Insights from stakeholder interviews
Shifting to grassroots engagement, focusing on middle- and low-income donors with transparent, impactful initiatives.
Plan to launch an online platform to enhance donor and volunteer engagement with balanced recognition.
Focusing on food safety, volunteer training, and tackling food insecurity, with a rebrand to engage new audiences through compelling storytelling.
Promoted science-based information and culturally appropriate food distribution through planned collaborations with universities and community groups.
Targeting small contributions from large groups while refining user journeys and enhancing digital platforms with impactful storytelling and improved user experience.
Insights from stakeholder interviews
Shifting to grassroots engagement, focusing on middle- and low-income donors with transparent, impactful initiatives.
Plan to launch an online platform to enhance donor and volunteer engagement with balanced recognition.
Focusing on food safety, volunteer training, and tackling food insecurity, with a rebrand to engage new audiences through compelling storytelling.
Promoted science-based information and culturally appropriate food distribution through planned collaborations with universities and community groups.
Targeting small contributions from large groups while refining user journeys and enhancing digital platforms with impactful storytelling and improved user experience.
Insights from stakeholder interviews
Shifting to grassroots engagement, focusing on middle- and low-income donors with transparent, impactful initiatives.
Plan to launch an online platform to enhance donor and volunteer engagement with balanced recognition.
Focusing on food safety, volunteer training, and tackling food insecurity, with a rebrand to engage new audiences through compelling storytelling.
Promoted science-based information and culturally appropriate food distribution through planned collaborations with universities and community groups.
Targeting small contributions from large groups while refining user journeys and enhancing digital platforms with impactful storytelling and improved user experience.
Identify
Identify
Identify
UX Opportunity Canvas
Based on stakeholder insights, I created a UX Opportunity Canvas to identify key areas for improvement and align design solutions with business goals and user needs.
Competitive Analysis
I conducted a competitive analysis to understand market trends, benchmark performance, and identify strengths, weaknesses, and opportunities. I selected eight websites for comparison, categorising them into direct and indirect competitors based on their location and the specific focus areas of their organisations.
User Interview
I recruited three participants to conduct interviews focused on their donation experiences and the usability of the FEA website. The goal was to gain deeper insights into user needs, donation experience, pain points, and overall interaction with the website, helping to identify areas for improvement and enhance the user journey.
User Persona & Journey Map (Group Work)
I collaborated with three other designers to develop the user persona, incorporating insights from user interviews. Through this process, we identified three key findings: Lack of communication channels, emotional connection, and social proof. Below are two additional quotes from my colleagues.
The following Opportunity Insights were derived from our user persona and user journey map, highlighting key areas where the user experience can be improved. By addressing these opportunities, we can create a more seamless, user-centric experience that encourages ongoing support and drives long-term loyalty.
Opportunity Insights
Simplify website navigation and enhance call-to-actionUse videos and images for quick scanning, catering to time-constrained users.
Send regular newsletters to keep FEA top-of-mind.
Add a credibility page and newsletter subscription button on the homepage.
Provide clear info on how donations are used to build trust.
Include an FAQ section to address common concerns.
Offer personalised receipts and easy donation options like subscriptions and automatic payments.
Enable sharing through flyers or info packs to boost awareness.
Gather user feedback to improve the experience.
UX Opportunity Canvas
Based on stakeholder insights, I created a UX Opportunity Canvas to identify key areas for improvement and align design solutions with business goals and user needs.
Competitive Analysis
I conducted a competitive analysis to understand market trends, benchmark performance, and identify strengths, weaknesses, and opportunities. I selected eight websites for comparison, categorising them into direct and indirect competitors based on their location and the specific focus areas of their organisations.
User Interview
I recruited three participants to conduct interviews focused on their donation experiences and the usability of the FEA website. The goal was to gain deeper insights into user needs, donation experience, pain points, and overall interaction with the website, helping to identify areas for improvement and enhance the user journey.
User Persona & Journey Map (Group Work)
I collaborated with three other designers to develop the user persona, incorporating insights from user interviews. Through this process, we identified three key findings: Lack of communication channels, emotional connection, and social proof. Below are two additional quotes from my colleagues.
The following Opportunity Insights were derived from our user persona and user journey map, highlighting key areas where the user experience can be improved. By addressing these opportunities, we can create a more seamless, user-centric experience that encourages ongoing support and drives long-term loyalty.
Opportunity Insights
Simplify website navigation and enhance call-to-actionUse videos and images for quick scanning, catering to time-constrained users.
Send regular newsletters to keep FEA top-of-mind.
Add a credibility page and newsletter subscription button on the homepage.
Provide clear info on how donations are used to build trust.
Include an FAQ section to address common concerns.
Offer personalised receipts and easy donation options like subscriptions and automatic payments.
Enable sharing through flyers or info packs to boost awareness.
Gather user feedback to improve the experience.
UX Opportunity Canvas
Based on stakeholder insights, I created a UX Opportunity Canvas to identify key areas for improvement and align design solutions with business goals and user needs.
Competitive Analysis
I conducted a competitive analysis to understand market trends, benchmark performance, and identify strengths, weaknesses, and opportunities. I selected eight websites for comparison, categorising them into direct and indirect competitors based on their location and the specific focus areas of their organisations.
User Interview
I recruited three participants to conduct interviews focused on their donation experiences and the usability of the FEA website. The goal was to gain deeper insights into user needs, donation experience, pain points, and overall interaction with the website, helping to identify areas for improvement and enhance the user journey.
User Persona & Journey Map (Group Work)
I collaborated with three other designers to develop the user persona, incorporating insights from user interviews. Through this process, we identified three key findings: Lack of communication channels, emotional connection, and social proof. Below are two additional quotes from my colleagues.
The following Opportunity Insights were derived from our user persona and user journey map, highlighting key areas where the user experience can be improved. By addressing these opportunities, we can create a more seamless, user-centric experience that encourages ongoing support and drives long-term loyalty.
Opportunity Insights
Simplify website navigation and enhance call-to-actionUse videos and images for quick scanning, catering to time-constrained users.
Send regular newsletters to keep FEA top-of-mind.
Add a credibility page and newsletter subscription button on the homepage.
Provide clear info on how donations are used to build trust.
Include an FAQ section to address common concerns.
Offer personalised receipts and easy donation options like subscriptions and automatic payments.
Enable sharing through flyers or info packs to boost awareness.
Gather user feedback to improve the experience.
Sketch & 1st Prototype
Sketch & 1st Prototype
Sketch & 1st Prototype
Based on insights from the competitive audit and user interviews, I designed a user-friendly landing page in Figma for usability testing.
I fixed the donate button at the top for easy access and added a section highlighting food education for children, showcasing the organisation’s activities to build trust.
I also included a feature to share weekly educational recipes, boosting engagement and reinforcing the value of the cause.
Key Insights from Testing
The usability testing revealed two critical areas for improvement.First, users expressed a desire for a stronger emphasis on the urgency of the food education deficit.Second, they found the page to be text-heavy, suggesting that enhancing visual elements—such as positioning and colour contrast—would improve readability and engagement.
Based on insights from the competitive audit and user interviews, I designed a user-friendly landing page in Figma for usability testing.
I fixed the donate button at the top for easy access and added a section highlighting food education for children, showcasing the organisation’s activities to build trust.
I also included a feature to share weekly educational recipes, boosting engagement and reinforcing the value of the cause.
Key Insights from Testing
The usability testing revealed two critical areas for improvement.First, users expressed a desire for a stronger emphasis on the urgency of the food education deficit.Second, they found the page to be text-heavy, suggesting that enhancing visual elements—such as positioning and colour contrast—would improve readability and engagement.
Based on insights from the competitive audit and user interviews, I designed a user-friendly landing page in Figma for usability testing.
I fixed the donate button at the top for easy access and added a section highlighting food education for children, showcasing the organisation’s activities to build trust.
I also included a feature to share weekly educational recipes, boosting engagement and reinforcing the value of the cause.
Key Insights from Testing
The usability testing revealed two critical areas for improvement.First, users expressed a desire for a stronger emphasis on the urgency of the food education deficit.Second, they found the page to be text-heavy, suggesting that enhancing visual elements—such as positioning and colour contrast—would improve readability and engagement.
Accessibility Considerations
Accessibility Considerations
Accessibility Considerations
While designing for FEA, I explored how accessibility could empower a wider audience to engage with food education. By applying WCAG guidelines, improving contrast ratios, adding descriptive alt text, and designing keyboard-accessible navigation, the donation platform became more inclusive and user-friendly.
Image with description for inclusive access
CTA buttons with contrast and button accessibility with WCAG compliance
While designing for FEA, I explored how accessibility could empower a wider audience to engage with food education. By applying WCAG guidelines, improving contrast ratios, adding descriptive alt text, and designing keyboard-accessible navigation, the donation platform became more inclusive and user-friendly.
Image with description for inclusive access
CTA buttons with contrast and button accessibility with WCAG compliance
While designing for FEA, I explored how accessibility could empower a wider audience to engage with food education. By applying WCAG guidelines, improving contrast ratios, adding descriptive alt text, and designing keyboard-accessible navigation, the donation platform became more inclusive and user-friendly.
Image with description for inclusive access
CTA buttons with contrast and button accessibility with WCAG compliance
Empowering & Engaging
Empowering & Engaging
Empowering & Engaging
For this project, I designed an intuitive and inspiring user experience for Food Education Australia’s website, prioritising seamless navigation, trust-building features, and actionable pathways. Using insights from user research, competitive analysis, and usability testing, I simplified the donation process and highlighted ways users can support FEA’s mission.I extended FEA’s vibrant logo palette (yellow, purple, and green) to create a playful, kid-friendly design that conveys positivity and sustainability. Each page—landing, community, and support—was carefully structured to balance visual appeal with functionality, making it easy for users to explore and contribute.This redesign aims to transform FEA’s website into a trustworthy, engaging platform that inspires action, connecting users with FEA’s mission while fostering community involvement.
Landing Page Solution
The landing page showcases FEA’s mission, emphasising food education through compelling visuals, stories, and statistics. It highlights FEA’s unique role and achievements, with intuitive navigation ensuring easy access to key sections.
Our Story Page
The “Our Story” page shares FEA’s journey with authentic photos and a clear “Theory of Change” using cooking-themed visuals. Goals are outlined in milestones, fostering trust and connection through clarity and relatability.
Support Page
The “Support” page serves as a key touchpoint for fostering community involvement and driving contributions. The layout was structured to align with user behaviours, prioritising clarity and minimising friction.
Community Pages
The page is designed to encourage users to interact frequently by offering practical resources, recipes, and educational content in an engaging format.
Contact Pages
The Contact Page was designed with a focus on creating an open channel for communication between FEA and its users.
Streamlined Donation Process
I focused on enhancing emotional engagement and transparency to simplify the donation process.
For this project, I designed an intuitive and inspiring user experience for Food Education Australia’s website, prioritising seamless navigation, trust-building features, and actionable pathways. Using insights from user research, competitive analysis, and usability testing, I simplified the donation process and highlighted ways users can support FEA’s mission.I extended FEA’s vibrant logo palette (yellow, purple, and green) to create a playful, kid-friendly design that conveys positivity and sustainability. Each page—landing, community, and support—was carefully structured to balance visual appeal with functionality, making it easy for users to explore and contribute.This redesign aims to transform FEA’s website into a trustworthy, engaging platform that inspires action, connecting users with FEA’s mission while fostering community involvement.
Landing Page Solution
The landing page showcases FEA’s mission, emphasising food education through compelling visuals, stories, and statistics. It highlights FEA’s unique role and achievements, with intuitive navigation ensuring easy access to key sections.
Our Story Page
The “Our Story” page shares FEA’s journey with authentic photos and a clear “Theory of Change” using cooking-themed visuals. Goals are outlined in milestones, fostering trust and connection through clarity and relatability.
Support Page
The “Support” page serves as a key touchpoint for fostering community involvement and driving contributions. The layout was structured to align with user behaviours, prioritising clarity and minimising friction.
Community Pages
The page is designed to encourage users to interact frequently by offering practical resources, recipes, and educational content in an engaging format.
Contact Pages
The Contact Page was designed with a focus on creating an open channel for communication between FEA and its users.
Streamlined Donation Process
I focused on enhancing emotional engagement and transparency to simplify the donation process.
For this project, I designed an intuitive and inspiring user experience for Food Education Australia’s website, prioritising seamless navigation, trust-building features, and actionable pathways. Using insights from user research, competitive analysis, and usability testing, I simplified the donation process and highlighted ways users can support FEA’s mission.I extended FEA’s vibrant logo palette (yellow, purple, and green) to create a playful, kid-friendly design that conveys positivity and sustainability. Each page—landing, community, and support—was carefully structured to balance visual appeal with functionality, making it easy for users to explore and contribute.This redesign aims to transform FEA’s website into a trustworthy, engaging platform that inspires action, connecting users with FEA’s mission while fostering community involvement.
Landing Page Solution
The landing page showcases FEA’s mission, emphasising food education through compelling visuals, stories, and statistics. It highlights FEA’s unique role and achievements, with intuitive navigation ensuring easy access to key sections.
Our Story Page
The “Our Story” page shares FEA’s journey with authentic photos and a clear “Theory of Change” using cooking-themed visuals. Goals are outlined in milestones, fostering trust and connection through clarity and relatability.
Support Page
The “Support” page serves as a key touchpoint for fostering community involvement and driving contributions. The layout was structured to align with user behaviours, prioritising clarity and minimising friction.
Community Pages
The page is designed to encourage users to interact frequently by offering practical resources, recipes, and educational content in an engaging format.
Contact Pages
The Contact Page was designed with a focus on creating an open channel for communication between FEA and its users.
Streamlined Donation Process
I focused on enhancing emotional engagement and transparency to simplify the donation process.
