Wireframing to align user action with business goals

Memo Portfolio

Summary

I aligned the wireframe’s call to action with the business goal of donating by focusing on the website’s functionality resulting in usability test participants quickly and efficiently completing monetary donations, donating goods, and registering for event tasks.

Insight

• Content and engagement are secondary to a functional website that allows users to complete tasks with simple guidance

Outcome

The usability tests validated the mockup’s functionality, but the real value came during the brief participant interviews revealing that purpose drives donation. The participants wanted to know what the organization provided and how it benefited the community before giving up their time and money.

Lessons Learned

• Give viewers a reason to believe before asking them to take action

• Images and analytical graphics entice curiosity to continue reading

• Task analysis simplifies the steps needed for the user to complete a task

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Design Artifact: Interactive Prototype

Early-stage interactive wireframes used to explore user routes for monetary and goods donations

Further iterations explored emphasizing volunteer opportunities, content engagement, and event registration.

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UX Memorandum Portfolio | minimalist case study of insights into user experience research and design