Food Education Australia
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Website optimisation
Project Objectives
01
Enhancing the landing page to boost conversion rates
02
Refining the donation process
Affinity Mapping for Stake Holder Interview
I compiled inquiries regarding aspects we wished to delve deeper into with the founder. Utilizing Miro, we categorized these inquiries into distinct themes.
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Steven & I focused on Strategy & Current Approaches, collaborating to streamline stakeholder questions for clarity and coherence.
Stakeholder Interview Insights
1
Currently, the charity lacks visibility.
How can we enhance its presence and engage a wider audience?
2
FEA's Main Focus is;
Food security,
Food literacy (education),
Food Justice
especially for kids
3
Founders childhood passion for food, charity, health, and well-being shaped her interests. With her education, she started spotting gaps.
Following a two-hour client interview, I gleaned valuable insights from the session.
Competitive Analysis
I conducted a competitive audit of 8 charities of direct and indirect competitors focusing on food security.
I discovered numerous outstanding landing page designs and engaging interactions, including instant pop-up messages upon receiving donations, effective storytelling strategies, visually compelling information, and creative user communication features on their websites.
UX opportunity canvas
Following the client interview, I crafted a UX Opportunity Canvas to thoroughly identify, analyze, and prioritize opportunities for enhancing user experience. This strategic tool aids in aligning stakeholders, defining clear goals, understanding user needs, and formulating targeted solutions, thereby driving more focused and impactful UX initiatives.
User Interview
I brainstormed to determine the questions necessary for upcoming user interviews.
Over one week, I conducted three interviews, with two with women in their 30s and one with a man in his late 20s.
Following the interviews, I recorded the insights on Dovetail, extracting valuable insights from each session. It will be on my presentation deck in the last section.
Persona &User Journey Map
Following the user interview and the compilation of all insights, we dedicated ourselves to crafting personas and user journeys for each thematic category derived from our findings.
Within our "Jobs to be Done" theme of Contact/Engagement, we identified three pivotal insights: Lack of communication channels, Emotional connection, and Social Proof.
I collaborated on crafting the persona and user journey map using Figma, with input from all four team members. I took the lead in refining the content to ensure it was presentation-ready for our upcoming client meeting.
Sketching & Wireframes
After finalizing the persona and user journey map, I brought the concepts to life by sketching them out and translating them into Figma.
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Usability Test Planing
Concurrently developing a Low-Fidelity Prototype, I created a Usability Test Plan Dashboard.
Usability Test & Prototype
I had a two-week window to create a prototype and conduct usability testing, which I tackled simultaneously. My test group consisted of four individuals, half participants from previous user interviews, who provided valuable insight into their understanding of the differences. Insights from the testing phase revealed two critical areas for improvement. Firstly, users wanted to see the urgency of food education deficiency. Secondly, there were concerns about the page being text-heavy and suggestions for enhancing visual elements such as positioning and colour contrast.
Solutions
1. Landing Page design
Original Image for the hero section
Present data to persuade users
Image-driven content for heavy scanning
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3. Easy and effective donation process
Streamlined one-page donation process
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2. Community page for donor engagement - building relationships and trust
Weekly recipes for the users Sharing Food Education Materials
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My Presentation Deck
Reflection
I’m excited to see how my solution evolves into a tangible product. Balancing a full-time job with just two weeks for prototyping and usability testing was intense, but it sharpened my time management skills and reinforced my passion for design. Each project uncovers valuable insights, continually inspiring me with new learning opportunities.