Nomensa iof 110706
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Nomensa iof 110706

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Nomensa iof 110706 Nomensa iof 110706 Presentation Transcript

  • 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 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.
  • What really matters “not everything that can be counted counts, and not everything that counts can be counted” Albert Einstein
  • 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
  • User-centred donations
  • The online donation journey ge ga En Content Features
  • The online donation journey ge e dg ga Nu En Content Messaging Features Button design & Placement
  • 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
  • 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
  • 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 every day. That’s about 700 football pitches. 1000 trees! PAN IC!
  • 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 im £20 ill St will help save £10 will help save 1000 trees! £5save 500 trees!will help250 trees!
  • 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 the new design 70% agreed donations seemed vital on the new design
  • 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”
  • 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
  • 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”
  • 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)
  • 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
  • Thank you