Restorative Justice Fund Website + Campaign Growth

Non-profit
Restorative Justice Fund
Role
UX Designer + Strategist
Year
2017
Time to read
3 mins

Restorative Justice Fund is a nonprofit serving as an incubator to implement restorative justice methods.

I worked with them to optimize website through research, strategy, and testing.

Restorative Justice Fund logo

Goals

• Grow the user base Communicate RJF goals, increase email newsletter sign-ups
• Grow the foundation Increase donations through the website

Strategy

Customer lifecycle/conversion behavior diagram.

Employing “Pirate Metrics” and LIFT model, I sought to grow RJF by user acquisition to drive conversion.

In a study of Non-Profit websites conducted by the Nielsen Norman Group, the two main factors that contribute to users being turned off to donating are

1. Unclear statements of how donations are being used, and;
2. Usability issues with the website.

Urgent Call to Action

For many non-profit websites, a Donate button is usually placed at the end of a F pattern reading line — to attract attention and increase conversion.

Case study of different non-profit websites, all have a prominent donate button in top right corner.

Put into Action

Left Before change

Before image

Right After change

After image, CTA is much clearer.

After this change, donate visits increased 56%

Restructuring Information Architecture

In research conducted at the Nielsen Norman Group, 47% of the study were turned off to donating because of “usability issues relating to page and site design, including unintuitive information architecture, cluttered pages, and confusing workflow.”

Objective: Strip down the information of the website into two functions:

1. Learning, and
2. Get Involved

We restructured the project pages to fit under the Information Hierarchy of Learning.

We also restructured the Get Involved actions to clearer CTAs on the page as buttons — DONATE and SUBSCRIBE.

First image: all menu items displayed. Second image: menu items in a dropdown.

Metrics

I used Squarespace Analytics and Hotjar to measure metrics.

The growth measured here reflects visibility of the campaign.

Specific values redacted for client's interest.

Squarespace analytics page of page visits.
Squarespace analytics page of popular pages.

Web session recordings

I used Hotjar to track the number of actions taken, measured at intervals between design changes.

I tracked the growth of Donate clicks, Subscribe, and visits to RJF projects. With the use of User Interviews and Contextual Inquiry, I was able to gain insight into how the user learns about the organization.

Video screenshot of mouse movement in a session.

Happy Ending

RJF Spring Campaign led to over $10,000 in their fundraising campaign!

Connect with me

Email me: courttan@gmail.com

All rights reserved Courtney Taniguchi 2021