Improving NGO Business Support Website Engagement (Redesign)
Nadeem Mohammed
STORY
My clients Sekhar & Himanshu Launched a startup called Riso intelligence to help NGO clients that operate independently of government influence and are typically driven by a social, humanitarian, environmental, or charitable mission by providing service such as data analytics and decision making to improve and transform their business. So as a UX designer I was assigned to redesign their NGO support Website.
Problem Statement: Improving NGO Business Support Website Engagement and Client Acquisition
The current problem is Riso Intelligence, an NGO business support platform, experiencing low website engagement and limited client acquisition. The existing website lacks a user centric design approach, resulting in unclear information hierarchy, ineffective calls-to-action, and a challenging navigation system. This hinders potential NGO clients from finding relevant services and impacts the website's ability to convert visitors into valuable leads.
The goal is to enhance the website's user experience, improve engagement, and attract more NGO clients by adopting a data-driven and user-centric design approach.
Old website design (Riso Intelligence)
RESEARCH ANALYSIS
Target audience:
In the context of an NGO clients attracting website, the target audience would primarily consist of Non-Governmental Organizations (NGOs) and other social impact-driven organizations seeking business support, fundraising assistance, and capacity-building services.
It is essential to delve deeper into the characteristics and preferences of the target audience to tailor the website's content, design, and functionality accordingly.
Competitive analysis
Overall, the competitor websites all have different target audiences, but they all share the goal of providing information and resources to help people who are interested in supporting NGOs. By understanding the target audiences, the websites can tailor their content and services to meet the needs of their users.
USER INTERVIEW QUESTIONS
Can you share a specific challenge or pain point your NGO has faced in the past, where business support would have been beneficial?
What are the primary factors you consider when evaluating potential business support providers for your NGO?
In your experience, what key qualities or services do you believe differentiate a valuable and reliable NGO business support partner from others in the market?
How do you envision our services making a positive impact on your NGO's operations and overall mission?
What specific areas of support or expertise do you prioritize when seeking assistance for your NGO's growth and sustainability?
These interview questions aim to gather valuable insights from NGO business clients about their needs, preferences, and expectations when seeking business support services.
INFORMATION ARCHITECUTRE
USABILITY TESTING
The usability test was conducted to evaluate the user experience of the old Riso Intelligence website. The primary objective was to identify pain points, usability issues, and areas of improvement to enhance the website's effectiveness in attracting and engaging potential NGO clients. The test involved 7 potential NGO clients with diverse backgrounds and experiences in the NGO sector.
Methodology :
Participants were given a set of tasks to perform on the old website, representing common scenarios that potential clients might encounter. They were encouraged to share their thoughts and feedback aloud as they navigated through the website. The test sessions were conducted in a controlled environment to ensure unbiased results and gather authentic user perspectives.
Key findings:
Visual Design and Branding:
Participants expressed concerns about the outdated visual design and lack of a cohesive brand identity. The color scheme and typography were inconsistent, which led to confusion and a less professional impression.
Poor Information Hierarchy:
Users struggled to find relevant information due to the lack of a clear information hierarchy. Important features and value propositions were buried within pages, making it challenging for users to identify the key offerings.
Unclear Calls-to-Action (CTAs):
Participants noted that the CTAs were not visually distinct and were often overlooked. This led to confusion about how to take specific actions, such as signing up or requesting more information.
From the key inputs that I got from the usability test , I decided to take the points into my consideration in the designing process.
DESIGN HIGHLIGHTS
Within the limited time given by my clients , I was able to create
LANDING PAGE
NGO's can contact by form submission and through a scheduled meet.
BOOK A MEETING OVERLAY
RESULTS
1. Lead Generation Rate:
The redesigned website saw a remarkable increase in the lead generation rate. The number of leads generated in the first month after launch showed a significant 35% improvement compared to the previous month.
2. Contact Form Submissions:
The implementation of user incentives and improved contact forms resulted in a staggering 50% increase in contact form submissions. Users found it easier to reach out to the NGO, leading to a higher rate of inquiries and interactions.
3. Client Acquisition Rate:
The client acquisition rate also witnessed a positive trend, with a 25% increase in the number of acquired clients within the first two months after the website redesign. The enhanced user experience and trust-building content contributed to more successful conversions.
I really noticed the success of the website when I got another contract from Riso intelligence to design a three tier website for their NGO business client.
KEY TAKEAWAYS
Personalized Approach: Customizing services and support based on individual NGO business clients' requirements is crucial for client satisfaction and retention. Understanding their unique challenges and providing tailored solutions creates a positive impact.
Feedback as a Driving Force: Regularly seeking feedback from NGO business clients and implementing actionable changes based on their suggestions is instrumental in improving services and enhancing client satisfaction.
Effective Communication: Maintaining clear and open lines of communication with NGO business clients fosters stronger relationships and enables Riso Intelligence to be responsive to their evolving needs.
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Posted Jul 27, 2023
The project involves redesigning the website for Riso Intelligence, an NGO business support platform, to address low engagement and limited client acquisition.
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