Who we are!
Nzeni Digital is a modern, unique and mobile marketing agency. We draw inspiration from our new-age African aesthetic, roots and creativity we were born into. An agency dedicated to your success, wherever and whenever you need us. Founded by Niel Themba van den Burg, the agency strives to develop creatively unique branding, design and social campaigns to improve your relationship with your closest customers.
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At Nzeni we pride ourselves on our connection to the latest techniques and trends in Creative production and Social management. We are the perfect small-scale agency to drive traffic to your brand’s assets, develop influencers and promote the craziest events! We keep the ear to the ground, so you don’t have to.
NZENI DIGITAL
Siphephiso Fundraise site consultation
Project overview
THE PRODUCT: Siphephiso Fundraising website
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Website for adding in a register for fundraising events and donation collection for community building in Eswatini. The charity website already exists but the project intended to build in site capability.
Project Duration
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August - September 2021
THE PROBLEM
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Working professionals who want to contribute to alleviating service delivery challenges in Eswatini through action events they are interested in.
THE GOAL
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The Goal of the project was to provide an easy-to-navigate platform that helps independent fundraisers create events and submit donations to the Charity. The site would also provide information for projects that currently need funding.
MY ROLE
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UX Researcher, UX Designer
RESPONSIBILITIES
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UX Research
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Conducting User Interviews
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Digital and Paper Wireframing
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Designing & Testing UI
Understanding the User
User research summary
Primary research that was conducted entailed conducting usability studies with potential donors and event organisers. These were professionals working in Eswatini and in Diaspora to assess what their usability needs were and help they may need on organising events.
In the user interviews we evaluated the user flow of the website from landing to donation submission and if submitting an event entry was achievable without strain or outside help. We asked participants to give suggestions on features that could make the process easier to use.
User research: pain points
Shareability
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Actions on site or event submissions need to be more ‘shareable’ through links to other sites and social media.
Complex Donation
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Users wanted a donation experience that was as seamless as possible with few steps and information at every step to guide to payment.
Support Info
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Users felt like the site needed more detailed information on how the donation from events would be used in projects.
Persona generation
Problem Statement
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Mary Mamba is a agricultural economist
who needs a website to register her fundraising event because she wants to donate to a charitable organisation in her home country.
User Journey Map
Mapping the user journey of how useful it would be to have example event submission prior to user submitting their own to show the potential of the service.
Design procedure
Sitemap
For this project the goal was to develop simple sitemap to funnel users to the donate page and create fundraising event pages within the same journey.
Paper wireframes
The goal of the paper wireframes was to create an informative and simple format with a focus on functionality. The design needed to focus on being as least straining as possible.
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The site needed to show responsive capabilities and paper wireframes were constructed for Tablet, Mobile and Desktop typical viewing formats.
Digital wireframes
After feedback additional link to create event and donation were created to funnel to user flow
By including additional buttons and links on support page after fundraising information increased streamlining of the site to fundraising and donation pages.
The different responsive page variations displayed information on how to engage and support first with buttons to proceed in the User Flow. And as well included examples of previously submitted events for inspiration
Support Us page initially just linked to social media with a short description
Low fidelity prototype
The user flow begins and returns to the Home page using the flow or the navigation bar which is a hamburger menu on smaller displays.
Most pages have easy access to the conversion process and lead to fundraising or donation.
Usability Study
An unmediated Usability Study was conducted with prompts asking users to navigate and conduct specific actions such as submitting events. KPIs that were measured were Time on Task, Drop off rates, Conversion rates and User Error rates.
Mockups
Design principles were used with curated text to guide users to create their own event while allowing them to discover inspirational events
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The fundraising event user flow needs to take into consideration that users may not have participated in independent fundraising events before and provides ample information and support for guidance
High fidelity prototype
The User flow started on the Home page leading to the donation page or fundraising page through the navigation bar/menu.
Adding in necessary confirmation pages builds confidence in the usability of the entire site.
Accessibility considerations
Website colours were kept on brand, subtle and simple to focus on websites functionality and drawing users to donation action.
Different sizes of display resolutions each had multiple iterations for donors who access the web on different platforms and form factors.
Text was curated in hierarchy which gave the Information Architecture straightforward route for screen readers.
Takeaways
IMPACT
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The impact of this project was to increase the relief effort for Eswatini during the COVID pandemic and create future frameworks for diaspora with funds to support aid projects that they believe in and have real-life impact. The independent fundraising event framework will also assist in international community building.
WHAT I LEARNED
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Trust, Respect and transparency are very important in the Charity industry when creating appeals for users.
Next steps
Continue to work with the Charity organization to improve website accessibility and conversion rates on site by trialing different content IAs.
Support and develop example fundraise events blog page to continue to push inspiring content.
Build network of charity organisations to potentially other websites with a greater social impact.