PROJECT OVERVIEW
Digital giving often feels disconnected and clinical, leading to high drop-off rates during the final stages of the contribution. Seeking to maximize social impact, UNICEF aimed to design their donation platform to strengthen the bond between donors and causes.
Partnered with a Senior UX Designer to identify strategic design paths and execute mid-fidelity wireframes for donation tracking page and contact us page.
TEAM
UX designers,visual designer, PM
TIMELINE
2024
MY ROLE
UX Design intern
COMPANY
DEPT
After contributing, donors often felt disconnected due to a lack of ongoing engagement and transparency.
PROBLEM STATEMENT
Potential donors felt uncertain about the direct impact of their contributions, which acted as a significant psychological barrier to completing high-value or recurring donations.
Moreover, we identified a high cognitive load caused by cluttered, randomly grouped information on the contact us page.
Users
Daan​
Regular doner
PAINPOINT
Lacks information about campaigns
Feels disconnected
NEED
Connection with the cause
Lily
Interested in donating
PAINPOINT
Lack of trust in NGO
Lack of Transparency
NEED
Emotional Engagement
Impact Verification
STAKEHOLDER NEEDS
It is more beneficial for UNICEF if users can find answers and solutions directly on the website, as customer support calls are costly.
Market research
STRENGTHS
Emphasis on answers to queries Detailed annual impact reports
WEAKNESS
Lack of follow up after donation
Limited guidance
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DESIGN SOLUTION
Streamlined Support: Restructured the Contact and FAQ pages into logical categories, eliminating the cognitive overload found in the previous design.​
Emotional Impact: Visualized the direct social outcome of every donation, shifting from cold data to clear, human-centric storytelling.
Real-Time Tracking: Designed a visual donation tracker that shows the specific location of relief packages, providing tangible proof of the user’s contribution.
Design
CONTACT US
By decluttering the support pages, we enabled users to find answers more quickly, significantly reducing the load on customer support. Additionally, we restructured the content hierarchy to improve clarity and make information easier to scan.
Help users find information and answers​
and find contact details
DONATION TRACKING
The Track Package page enables donors to monitor the status of their donations. This feature fosters a deeper emotional connection, keeping donors informed and invested in the long-term success of UNICEF’s initiatives.
Keep them invested in the purpose by allowing them to track the donations
This visibility validates the donor's contribution, making them feel like an active partner in UNICEF’s mission.
MY LEARNING
This project gave me valuable experience working for UNICEF. It helped me understand business goals and user goals better. It deepened my understanding of how to balance organizational objectives with real user needs.
