HABITAT

FOR HUMANITY

Information Architecture + Site Strategy

 Project Objectives 

  • Help users quickly and easily understand who is Habitat and what they do.

  •  Find information they need easily.

ANALYSIS
& SYNTHESIS

 Competitive Analysis 

While we conduct the content audit, we also concurrently did a competitor’s analysis (2 local and 1 global NGO) to study the navigation structure, tab namings, homepage content flow and how they categorised and named the pages.

 

Most sites have kept their main navigation tabs to no more than 4, while making use of the top right navigation for secondary information as well as a CTA (Donate or subscribe) button.

 Content Audit 

We conducted a content audit, to understand the current site structure and we found a few pros and cons and constructed a sitemap of it:

Pros:

  • Have all the information, stories, testimonials, videos etc., that the users need

Cons:

  • Content was not categorised and titled clearly, some were quite ambiguous

  • Some broken and irrelevant links that brings users in a loop

  • Few links that leads to an external website 

 User Interviews & Contextual Inquiry 

We found out that:

  • Users mainly get information of organization online – through their friends who have volunteered or donated before. Or via shared post from their friends on social media and/or LinkedIn.

  • Volunteers find projects based on their area of interest and skillsets, but expecting nothing (or no follow up) in return after the volunteering activity. They are concern on the duration, time commitment, as well as the cost details for overseas projects.

  • Donors look for information that shows the organisation’s credibility and financial accountability. They also expect receipt and acknowledgement as well as updates on their funded projects.

  • Most will not bother looking through Financial Reports as they find it too complicated to read. They prefer reading about stories, testimonials and videos to tell the story of what the organization had done and their beneficiaries.

Not the most engaging content but theinformation is there if I really want to read on.

User feedback on the current website

Personas + Customer Journey Mapping

Michelle, Project Manager

Goals / Needs:

  • Know that her time is well planned and money well spent

  • Find volunteer activities that fits her skillsets and interest

  • Plan volunteer activities together with holidays

  • View past projects to understand the level of difficulty, and required time commitment

Frustrations:

  • Lack of details (breakdown of cost, man hours, itinerary) on the activities for her to decide and plan efficiently

A penny saved is worth more than a penny earned – make every cent count

TASK: I want to plan for a volunteer activity while on a holiday

UNDERSTAND

BROWSE

FILTER

DECISION

ACTION /

INTEREST

AFTER

Daniel, Restaurant Manager

Goals / Needs:

  • Information on who the donation is for

  • Find out more about the organisation, their track records etc., to prove credibility

  • Transparency on how the money is used

  • Receipt, acknowledgement for donation

  • Updated on the projects or organisation I support

Frustrations:

  • Can't find breakdown of how the donations are used without digging the annual reports and documents

I am a skeptic... I'll believe anything as long as you have evidence for it.

TASK: I want to make a donation online

UNDERSTAND

BROWSE

FILTER

DECISION

ACTION /

INTEREST

AFTER

STRATEGIC
APPROACH

We need to be able to speak to the users right at the point of entry – connect with them and help them understand what Habitat does.

 

We will use the homepage to tell the story of Habitat, with the aim to bring users through their journey when they browse for information that is useful to help them make a decision to support the organisation.

Understand

About Us,

What we do

Understand

Assess

What have

we done

Assess

Filter

Success stories,

Testimonials

CTA

How you can make a difference

CTA

Be a volunteer

CTA

Support a campaign

CTA

Subscribe, mailing list

 Prototyping, testing & refining 

After the IA restructure, we proceed with sketching but decided to go into a Mid/Hi-fi Prototype because we feel that it is important for users to experience the actual flow of the story on the homepage. We wanted to find out if the homepage has the information needed to understand what the organisation is about and what it does, and review for both the volunteer and donation form pages.

 

We conducted a round of usability test and collected some valuable feedbacks which we were able to address very quickly.

 Desktop:

12-Column Grid 

Responsive Mobile:

3-Column Grid

 Next Steps 

  1. Develop the rest of the other pages

  2. AB Testing on imagery and copywriting

  3. Include images on the forms (feedback from course tuitor)

Let's get into details...

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