The challenge of increasing awareness and loyalty
Client
- eAcnur
Industry
- ONG
Team
- 2x Product Designer
- 1x QA
- 2x Developer
- 1x Project Manager
Date
- 2007 - 2008
Working on the digital strategy of eAcnur
Who, how and why make donations?
The initial premise was to have an omnichannel vision, understanding the partner conversion process from their first contact with the recruiters on the street and visualising all the points of contact they had with the organisation.
We conducted severalsessions of interviews and observation of the work both on the street and in the office to understand the totality of the work, from the coordination areas to the process of welcoming the new member.
We built a specific Use Case for a new member and listed the different contacts she had with the organisation before, during and after the process, while monitoring the same process in other organisations. This tool helped us to visualise what information was given to the prospective member at each part of the process, their possible emotions of rejection, mistrust or empathy and, most importantly, if any relevant information was not communicated at the right time.
Representing the intangible
UNHCR has a high impact response speed, as it can directly assist more than half a million people in less than 72 hours. It was necessary to communicate that capacity, build trust, move away from pity and show its efficiency, as UNHCR is the agency that paves the way for others to do specific work.
The same values can be communicated in multiple ways and each requires different attention from the user.
By knowing the current and potential partner's points of contact, the different channels - web, email, phone or face-to-face - and taking into account the different types of input, we were able to classify the content to work on the right line and refocus it in its message, tone, format, architecture and taxonomy.
We worked on what and how much information is needed at any given moment and what the focus should be; we restructured the hierarchy of the call to action; the elements that should be highlighted; how to formulate the different types of contribution and, mainly, how to get donors to want to collaborate as partners and how partners could be prescribers.
A picture says more than a thousand words
The channel with the greatest impact on membership recruitment is the face-to-face channel, in which eAcnur volunteers and workers engage in a conversation lasting approximately 15 minutes with those who are interested.
In this time slot, both the website and other graphic materials that show what and how UNHCR works are displayed. It is also one of the opportunities to carry out the most critical process: the collection of data from the potential partner.
As it is the most complex scenario, we took it as the starting point for the visual design of the website. Usually, passers-by have little time and a certain reluctance to stop. It was very important that if the recruiter needed to use the website to support their discourse, the design should accompany and help to capture the attention of the potential partner, as well as making the user registration process extremely simple.
Readability, image-text hierarchy, contrasts, use of white space, and the use of video were the main points we developed to raise awareness and increase solidarity and involvement, without losing sight of the feasibility of its construction at a technological level and, above all, the ease of maintenance by the client.
To be sure that the solution was the right one, we carried out a user test of the main tasks, on mobile and desktop, with almost a dozen users. With their feedback and the observation of their emotions, we made some adjustments to ensure that the content and processes were perfectly understood.
