Food Education Australia (FEA)
Website Optimization
Year:
2024
Timeframe:
2 Monthes
Tools:
Product analysis, strategic planning, competitive audit, user interviews, prototyping, and iterative design.
Category:
Web design
Optimizing the Website for Donations
Food Education Australia (FEA) is a non-profit dedicated to empowering youth through food education and sustainability. Their programs promote food literacy, community resilience, and environmental awareness. This project focused on improving FEA’s homepage and donation experience to drive donor conversions. Key goals included streamlining the donation flow, enhancing persuasive content and design, and balancing donation calls with volunteer engagement. The solution aimed to create an intuitive, emotionally resonant user journey that inspires action and builds long-term support.
UX Opportunity
Business Problem: The charity struggles with visibility and donor retention, making it hard to attract new supporters and maintain existing ones. Business Outcomes: Success will be measured by tracking increased website traffic and new donor acquisition, assessing if changes effectively convert visitors into supporters. Users: The focus is on parents, especially mothers, interested in food literacy and long-term donations, as well as corporations seeking impactful food-related donations for tax benefits.
Opportunity Insights from User Persona & Journey Map
I’ll simplify navigation, enhance CTAs, and use videos/images for quick scanning. Regular newsletters will keep FEA top-of-mind. A credibility page, donation transparency, and an FAQ section will build trust. Personalised receipts, easy donation options, and sharing via flyers will improve the user experience, while feedback helps refine it.
