#1
Non Profit: Shark Trust
Problem Statement
Shark Trust, despite its significant conservation efforts, faces challenges in engaging a broader audience and securing consistent support. Issues may stem from a lack of public awareness about shark conservation and limited interaction with educational and conservation content.
Possible Solution
To enhance shark conservation efforts, the Shark Trust will revamp its website, with a specific focus on creating a visually appealing and engaging donation section that educates visitors about the importance of shark protection, addresses common misconceptions, and encourages contributions to support effective conservation strategies.
Project Duration
5 weeks
Design Process
As the designer for this project, I was responsible for the research, strategies, and visual design.
DISCOVER
User Interviews
User Research
POV & HMW’s
Competitive Analysis
Competitive Analysis
POV & HMW’s
In this case study, I focused on redesigning the Shark Trust website to create an engaging and visually appealing donation page that encourages visitor contributions, while also promoting public awareness of shark conservation through accessible resources and interactive elements that support the organization's mission to protect sharks and their habitats.
IDEATE
User Flow
Sitemap
Information Architecture
Tools Used
Qualitative Research
I interviewed 5 potential users ranging from ages 18 years and up, over Zoom, of donors and supporters interested in marine conservation, including individuals familiar with nonprofit websites and new users exploring shark conservation efforts. A few sample questions and competitive analysis are listed below:
How do users currently find information about shark conservation on the website, and what changes could enhance this process?
What causes some users to engage with the Shark Trust website temporarily rather than maintaining ongoing support?
What factors contribute to potential supporters disengaging from or not participating in activities promoted on the Shark Trust website?
How do various fundraising models presented on the website (ex: donations, crowdfunding) affect users' willingness to contribute?
How does the perceived impact of the Shark Trust, as presented on the website, influence users' decisions to support it compared to other conservation organizations?
As someone who enjoys learning about marine life, I appreciate the educational content on the Shark Trust website but feel overwhelmed by its outdated and bland presentation.
As an individual willing to support conservation efforts, I find the donation process uninspiring and hard to locate, reducing my willingness to contribute.
Although I am interested in participating in community events, I need more information and visibility about Shark Trust's initiatives to feel motivated to get involved.
As someone who actively shares causes on social media, I struggle to find Shark Trust's social media presence and content that I can easily share with my network.
Key Insights derived from User Interviews, Competitive Analysis and POV & HMW’s:
The ‘About Us’ page was well received for its clear communication and concise flow, with users appreciating the extensive information on sharks.
Participants noted the effective use of pictures, which made the site more inviting and enhanced visual appeal.
#1
How might we redesign the website to provide a more engaging and visually appealing educational experience that encourages users to explore and learn more about sharks?
How might we redesign the donation section to make it more visible, engaging, and trustworthy, thereby encouraging more donations?
How might we enhance the visibility and information about community events, making them a catalyst for increased community engagement and connections?
How might we amplify the social media presence of Shark Trust on the website, facilitating users to share content and spread awareness more effectively?
Business and User Goals
QUANTITATIVE Research
I created a Business and User Goals venn diagram using FigJam, to gain insights on the effectiveness of the Shark Trust website in engaging users and promoting shark conservation. This assisted me in conducting my user interviews and gain a better understanding of the users needs.
Personas
With the data collected from the user interviews and quantitative research, I created user personas representing an ideal user of the website. The persona helped me arrive at better solutions as it gave an in-depth understanding of the user goals, pain points and overall personality.
Empathy Map
This process was done to define the target audience with more clarity, as well as illustrate their needs and actions. Empathy mapping helped me gain perspective on their thoughts and feelings. The data in the empathy map are based on insights from the user interviews.
Affinity Map
I created an affinity map that highlights identifying patterns, themes and user needs from raw data, enabling me to translate complex insights into actionable opportunities.
Nonprofit: Shark Trust (Mobile)
#2
Shark Trust (Desktop)
DEFINE
Personas
Empathy Map
Affinity Map
Feature Matrix
Feature Matrix
I created a feature matrix to showcase my ability to analyze and compare features in my application in a structured and strategic way. This tool highlights my skills in identifying gaps and prioritizing feature based on user needs.
Information Architecture / User Flow
I made a visual representation of my user flow chart across all touchpoints of my application to understand where I can improve the user experience.
Sitemap
I created a sitemap to visually organize and define the structure of my website and application. This allowed me to have a better understanding of the user’s journey.
High-Fidelity Wireframes
First, I digitally drafted the low-fidelity wireframes on Figma. After making corrections, I moved on to designing these high-fidelity wireframes also using Figma.
Nonprofit: Shark Trust (Desktop)
#3
#2
#3
usability Testing
After the visual design was complete, I tested a prototype with 5 representative users to see how user friendly the application was. The test was conducted over Zoom video calls where the participants were given the following tasks while I observed how they navigated through the application.
Prototyping
Key Insights and Suggestions to make experience better:
Missing text in the ‘Get Involved’ and ‘Join Us’ sections was highlighted by multiple users, impacting the completeness of these pages.
Users recommended ensuring all sections have complete text content to maintain consistency and informativeness.
#5
DESIGN
Wireframes
Visual Design
Reflection
The usability test confirmed that the new design significantly enhanced the Shark Trust website by providing clear, engaging information about the organization's mission and conservation efforts. While the overall impact is positive, addressing the few areas of missing content and adjusting the visual display can further improve user experience and engagement.
Shark Trust (Mobile)
#4
Navigate the ‘About Us’ page and assess it’s effectiveness in conveying the organization’s mission.
Explore the ‘Join Us,’ ‘Donation’ and ‘Get Involved’ pages to evaluate the ease of donating or participating.
Locate specific information about shark conservation efforts and events.
Assess the visual appeal and navigational clarity of the website.
TEST
Usability Testing
Prototyping
Implementing Feedback
The participants were able to navigate through the website and app fairly easily. They appreciated the interface and visual design and gave the following inputs:
Key Insights derived from Business and User Goals:
Users want an easy and user-friendly website that provides quick access to resources on sharks and conservation.
The website should highlight various donation options to encourage users to contribute to conservation efforts.
Accessible educational materials and interactive content will engage users and foster a supportive community around shark conservation initiatives.
Implementing Feedback
The suggestions from usability testing were considered and the following changes were made:
