The document discusses user-centered design for online donation journeys. It describes conducting research through documenting insights, building wireframes, and testing key pages. Testing revealed donors preferred a new donation landing page design that showed funding details and engaged them emotionally. A new thank you page made donors feel connected rather than disconnected. The approach focused on empathy over guilt and ensuring the journey reflected e-commerce best practices to maximize donations.

2. About me
CEO. husband. father. design
psychologist. humanist.
curious. open minded.
passionate.

3. 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.

4. What really matters
“not everything that can
be counted counts, and
not everything that counts
can be counted”
Albert Einstein

5. 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

6. User-centred
donations

7. The online donation journey
ge
ga
En
Content
Features

8. The online donation journey
ge
e
dg
ga
Nu
En
Content Messaging
Features Button design
& Placement

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. 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

11. Building emotional
engagement

12. Building emotional engagement

13. Building emotional engagement
£20
will help save
1000 trees!

14. 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!

15. Building emotional engagement
It could have
been me...

16. Building emotional engagement

17. Building emotional engagement
69 Tigers saved! = 3 Tigers

18. Turning engagement
into donations

19. Turning engagement into donations

20. Turning engagement into donations
80%
will go directly
to the charity

21. Turning engagement into donations
80%
will go directly
to the charity

22. 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 help
250 trees!

23. Turning engagement into donations

24. Turning engagement into donations

25. Turning engagement into donations
END

26. Turning engagement into donations
I’ve donated £££

27. Turning engagement into donations

28. Model, design
and test

44. 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

45. 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”

47. 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

48. 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”

50. 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)

51. 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

52. Thank you