This is what website looks like at this moment. It is quite busy and yet still missing all the important information. So we begun our transformation journey. 

Results of our surveys (and 5 in person interviews) showed that people are more likely to donate clothes than anything else since it's low risk and non-perishable. At this moment Angel Brielle's foundation does not offer that option, so we definitely kept it in mind while making design changes to their website. Money was almost everyone's second choice and it is clearly the most preferable, because it is fast and easy, but the majority of people we talked to had trust issues when it comes to spending money on any cause without a legitimate proof of its usage. 

We created two user personas, but at this point are focusing on Joey, single bartender from NY, who would love to donate to a charity but since he got scammed before, now is fighting the fear of being taken advantage again.

After some brainstorming we came up with this value proposition. Main pain points  were clearly all about lack of trust for that organization because there's no visible proof of how they use donated money and if they're even helping anyone at all. And also no alternative way to donate (time, service, clothes, food etc.)

So the biggest pain relievers would be:

• Itemized donation option

• Photo and video gallery of previous events

• Stories of real people receiving help from the organization

• Donation milestone progress bar (This amount of money will get them this and that)

What we discovered and came up with during brainstorming and later transformed into feature prioritization matrix.

We decided to focus on these to main features, quick and easy way to donate and automatic donation selection, as well as included visual proof of how donated money are spent.

We tried to keep website as simple as possible but at the same time have all the necessary information in a well thought out (and tested via card sorting) way.

We chose Recurring money donation as the main flow because that is the main purpose of this non-profit organization and can do the most good. Other two flows (Goods and Food donations) would be more focused on scheduling said donations.

This was the first round of sketches for the home page (Mobile and Desktop).

We went for a modern and simple look, trying to keep the feel of the original website, since the colors were quite sentimental to the founders.

As much as I personally loved this animation, it ended up being taken off of the website and the app, because it was redundant and confusing during user tests. We will put Gallery, Real stories and Our team into About me subsection.

• Users were skipping over the tabs to choose donation frequency, so we added a “default”

setting for users to see it was selected

• Added a progress bar

• Gave more spacing for header font so it’s easier to read

Prototypes, desktop and mobile

• Get in touch with the organization for more detailed information

• Add high quality themed pictures provided by the organization

• Add the ability to go to the top of the page from the bottom of it without scrolling

• A/B testing “My profile” icon

• Add more user flows

• Make iterations to our text alignment

• Take away unnecessary screens

• Set up default payments suggestion

• Try color blocks as sections background

• Add commentary to all the pictures in the gallery to bring more meaning and value to them

Overall it was an amazing project to work on and we are looking forward to see it being launched!