Restructuring Strategy
OMF Canada had limited resources to improve their site’s user experience and marketing strategies over the years. With the organization’s rebranding, they saw an opportunity to better understand their users and reflect this understanding online
Here are some of my key initial steps:
- Aligning with leadership on tactics and approaches
- Gathering security requirements for the donation process
- Reviewing analytics for SEO and UX improvements
- Aligning information architecture with users' expectations
I developed a user research plan to gather necessary data and establish clear problem statements before diving into solutions. This plan included defining the purpose, method, participants, location, and interview script.
Stakeholder-Driven Design
There was heavy involvement from stakeholders in content creation, with little advocacy for the end-users. To create a seamless experience from marketing engagement to the site itself, OMF Canada needed a deeper understanding of their users. They had questions about their users, including:
- Occupation and lifestyle
- Online activities
- Knowledge and experience with mission agencies
- Awareness of OMF Canada
Meeting Users Expectations
Creating user personas became crucial for aligning strategies across content and marketing. I led the creation of a script for user interviews, which were conducted over 2-3 weeks. Post-interview, I analyzed the responses, translating qualitative data into quantitative insights. This helped us better measure user preferences, including:
- Website information preferences
- Preferred content types
- Social media and communication preferences
Categorizing Donations
The donation section also needed significant improvements. The options were previously presented in a long, cumbersome drop-down list, making it difficult to use and share. To streamline this, I grouped donation options into three categories to enhance usability and ensure security:
- Support a Worker
- Support a Project
- Support Other Work
