FEA
Optimise FEA’s homepage for donor conversions and streamline the donation process.
Year
2024
Timeline
7 Weeks
Category
Not-for-profit
Service
Web Design, UX Design
Goal
Food Education Australia (FEA) is a nonprofit organization focused on promoting healthy eating and sustainable food habits among children and young people. However, their existing website faced several challenges: - Poor Information Accessibility: The complex menu structure and unclear layout made it difficult for users to find the information they needed. - Suboptimal User Experience (UX): The interface was not intuitive, causing users to struggle while navigating the site. - Limited Engagement for Donors and Volunteers: There were few clear paths or motivating elements to encourage donations or volunteer participation.
Result
To address these issues, the following UX design strategies were applied: - Improved Information Architecture: Redesigned the menu structure to be more user-centered, making information easier to access. - Intuitive Design: Created a clean and visually organized interface to enhance overall user experience. - Engagement Elements: Added clear calls-to-action (CTAs) to encourage donations and volunteer participation. - Enhanced Storytelling: Developed content that communicates FEA’s mission and activities effectively, fostering emotional connection with visitors. These improvements aim to provide FEA’s website visitors with a better experience while increasing engagement and participation from donors and volunteers.
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.
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.
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.
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.
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.
Get template