About me CEO. husband. father. design   psychologist. humanist.    curious. open minded.         passionate.
Experience is everything! We are living an ‘experience economy’ and this presents a new type of revolution: an experience ...
What really matters “not everything that can be counted counts, and not everything that counts can be counted” Albert Eins...
Our research approach            Documented and prioritised all our insights Research              and knowledge          ...
User-centred donations
The online donation journey       ge   ga  En   Content   Features
The online donation journey       ge                 e                dg   ga              Nu  En   Content      Messaging...
The online donation journey                                    t       ge                                  or             ...
The online donation journey                                    t       ge                                  or             ...
Building emotional   engagement
Building emotional engagement
Building emotional engagement  £20  will help save  1000 trees!
Building emotional engagement  £20  will help save                    About 1440 acres are cut                   down ever...
Building emotional engagement  It could have    been me...
Building emotional engagement
Building emotional engagement69 Tigers saved!       = 3 Tigers
Turning engagement   into donations
Turning engagement into donations
Turning engagement into donations   80%    will go directly    to the charity
Turning engagement into donations   80%    will go directly    to the charity
Turning engagement into donations                  !                nt               ta                r             po   ...
Turning engagement into donations
Turning engagement into donations
Turning engagement into donations                       END
Turning engagement into donations I’ve donated £££
Turning engagement into donations
Model, design  and test
What we discovered: donation landing pages  70% preferred the new design  90% indicated they would continue to donate  on ...
What we discovered: donation landing pages  New Design  “details where my money is going and how much  will be directly he...
What we discovered: thank you pages 100% preferred the new design 70% indicated they would continue to interact with the U...
What we discovered: thank you pages New Design “makes me feel connected and rewarded for making a donation” “feels like I’...
Perfect donation key tips Use empathy and NOT guilt Limit the number of payment choices and make them meaningful Ensure yo...
So what’s next? Complete live A/B testing Release a White Paper and share the learnings Contact Jason@thinkcs.org or Simon...
Thank you
Nomensa iof 110706
Nomensa iof 110706
Nomensa iof 110706
Nomensa iof 110706
Nomensa iof 110706
Nomensa iof 110706
Nomensa iof 110706
Nomensa iof 110706
Nomensa iof 110706
Nomensa iof 110706
Nomensa iof 110706
Nomensa iof 110706
Nomensa iof 110706
Nomensa iof 110706
Nomensa iof 110706
Nomensa iof 110706
Nomensa iof 110706
Nomensa iof 110706
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Nomensa iof 110706

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Nomensa iof 110706

  1. 1. About me CEO. husband. father. design psychologist. humanist. curious. open minded. passionate.
  2. 2. Experience is everything! We are living an ‘experience economy’ and this presents a new type of revolution: an experience revolution. People expect online technologies to treat them better. We want ease-of-use. We want to feel engaged. We want to feel valued. Technology that indirectly tests us and makes us feel foolish or confused is not very humane. Your website and donation process will shape people’s reactions and perceptions. Everybody judges everything so ensuring they judge you well requires that you must treat them well.
  3. 3. What really matters “not everything that can be counted counts, and not everything that counts can be counted” Albert Einstein
  4. 4. Our research approach Documented and prioritised all our insights Research and knowledge Built the journey (wireframed the whole Model process) Design Applyed visual styling to the wireframes Measured the motivation of key pages Test (donation landing and thank you pages) A/B Test Fine tune the journey and page elements
  5. 5. User-centred donations
  6. 6. The online donation journey ge ga En Content Features
  7. 7. The online donation journey ge e dg ga Nu En Content Messaging Features Button design & Placement
  8. 8. The online donation journey t ge or e dg pp ga Nu En Su Content Messaging Straightforward Features Button design form design & Placement Features to build trust and confidence
  9. 9. The online donation journey t ge or e dg pp ga Nu En Su Content Messaging Straightforward Features Button design form design & Placement Features to build trust and confidence
  10. 10. Building emotional engagement
  11. 11. Building emotional engagement
  12. 12. Building emotional engagement £20 will help save 1000 trees!
  13. 13. Building emotional engagement £20 will help save About 1440 acres are cut down every day. That’s about 700 football pitches. 1000 trees! PAN IC!
  14. 14. Building emotional engagement It could have been me...
  15. 15. Building emotional engagement
  16. 16. Building emotional engagement69 Tigers saved! = 3 Tigers
  17. 17. Turning engagement into donations
  18. 18. Turning engagement into donations
  19. 19. Turning engagement into donations 80% will go directly to the charity
  20. 20. Turning engagement into donations 80% will go directly to the charity
  21. 21. Turning engagement into donations ! nt ta r po im £20 ill St will help save £10 will help save 1000 trees! £5save 500 trees!will help250 trees!
  22. 22. Turning engagement into donations
  23. 23. Turning engagement into donations
  24. 24. Turning engagement into donations END
  25. 25. Turning engagement into donations I’ve donated £££
  26. 26. Turning engagement into donations
  27. 27. Model, design and test
  28. 28. What we discovered: donation landing pages 70% preferred the new design 90% indicated they would continue to donate on the new design 70% agreed donations seemed vital on the new design
  29. 29. What we discovered: donation landing pages New Design “details where my money is going and how much will be directly helping refugees” “I like the pie chart, as it shows me all the different places my money goes” Current Design “I’m put off by the large amounts of money they suggest I donate”
  30. 30. What we discovered: thank you pages 100% preferred the new design 70% indicated they would continue to interact with the UNHCR because of the new design 80% agreed they would leave the website immediately because of the current design
  31. 31. What we discovered: thank you pages New Design “makes me feel connected and rewarded for making a donation” “feels like I’ve helped someone rather than just bought something” Current Design “disconnected in terms of what I have just done”
  32. 32. Perfect donation key tips Use empathy and NOT guilt Limit the number of payment choices and make them meaningful Ensure your donation pages have lots of emotional cues (triggers) Ensure the donation journey reflects e-commerce best practise Make people feel rewarded (positive)
  33. 33. So what’s next? Complete live A/B testing Release a White Paper and share the learnings Contact Jason@thinkcs.org or Simon@nomensa.com for more information
  34. 34. Thank you

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