HABITAT
FOR HUMANITY
Information Architecture + Site Strategy
Project Objectives
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Help users quickly and easily understand who is Habitat and what they do.
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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:
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Have all the information, stories, testimonials, videos etc., that the users need
Cons:
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Content was not categorised and titled clearly, some were quite ambiguous
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Some broken and irrelevant links that brings users in a loop
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Few links that leads to an external website
User Interviews & Contextual Inquiry
We found out that:
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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.
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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.
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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.
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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:
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Know that her time is well planned and money well spent
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Find volunteer activities that fits her skillsets and interest
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Plan volunteer activities together with holidays
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View past projects to understand the level of difficulty, and required time commitment
Frustrations:
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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:
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Information on who the donation is for
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Find out more about the organisation, their track records etc., to prove credibility
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Transparency on how the money is used
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Receipt, acknowledgement for donation
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Updated on the projects or organisation I support
Frustrations:
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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
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Develop the rest of the other pages
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AB Testing on imagery and copywriting
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Include images on the forms (feedback from course tuitor)