Dogs Trust

Design Sprint

The UK's Largest Dog Welfare Charity

The UK's Largest Dog Welfare Charity

Duration

4 Days

Tools

Figma, Adobe Photoshop

My Role

UX / UI Design, Web Design

What is Dogs Trust?

Non-profitable organisation for rescue dogs, providing dog school classes, rehoming and care.

Non-profitable organisation for rescue dogs, providing dog school classes, rehoming and care.

Sprint Overview

Design sprint coordinated by BrainStation, collaborating with a team of UX Designers, to develop a smoother process to make a donation.

Design sprint coordinated by BrainStation, collaborating with a team of UX Designers, to develop a smoother process to make a donation.

Design Process

Design Process

Double Diamond

Day 1

Research

Research

Identifying problems by mapping out the current experience.

Identifying problems by mapping out the current experience.

Pros

UI

UI has a consistant design system.

Branding

The message comes across strong and is visually appealing.

Cons

Navigation

Navigation bar is only accessible on certain devices

Donations

Donations are limited and appear confusing e.g. 3 ways to donate - no straight route.

Volunteering

Volunteering jobs are only accessible by the footer.

Assumptions

Goal

Users to experience a smoother donations process.

Questions

Can we make it easily accessible?
How can we shorten the process?

Donation Flow

Improved vs Current Task Flow

Improved vs Current Task Flow

Competitors

Secondary Market Research

Secondary Market Research

RSPCA

RSPCA is a top competitor with dog's trust. The website is user-friendly, responsive one all devices and has a clear navigation bar to make it easier for visitors to find information, donate, or engage with the organisation.

Cancer Research

Cancer Research is one the most recognised non-profitable organisations. The branding focuses on building a community. The user experience is effortless and intuitive, users can donate and access information on the company easily.

Interviews

Primary Research - Collecting insights by conducting 4 user interviews

Primary Research - Collecting insights by conducting 4 user interviews

Interviewees expressed a mistrust for Non Profit “Ubiquity”.

Users said they know very little about Dogs Trust.

People want to know where their donation goes to

2 interviewees are non-profit employees.

Non Profit employees interviewees insisted that transparency is crucial for people to be comfortable making donations and for the organisations reputation

Only one interviewee uses Dog's Trust.

Users also expressed that the cause must be compelling, and you must find people who connect with your cause so they are likely to donate

Affinity Mapping

We sorted information received from the interviews into a pain points, motivations/goals and behaviours.

We sorted information received from the interviews into a pain points, motivations/goals and behaviours.

We sorted information received from the interviews into pain points, motivations/goals and behaviours.

Pain Points

“How do we know if organisations are telling the truth”.

“Elaborate ads, make me wonder if my donations actually go to the vulnerable”.

“Don’t tell people openly about donating in case they have differing opinions”.

“I’ve not heard much about Dogs Trust, I’ve mainly heard about RSCPA”.

Motivations

"Feeling like you are making a difference is something we could all use."

Imperative to be transparent with how funds have been raised and spent.

Being emotionally invested in the cause

The cause must compel people

Behaviours

Assumes non profit organisation pay staff and genuinely don’t make profit for themselves.

Donates to cause which can be personally related to.

Generally doesn’t donate due to financial implications.

"feels good to donate especially when you care and are passionate about the cause"

Themes

We noticed 3 important themes gathered from our interviewee responses…

We noticed 3 important themes gathered from our interviewee responses…

Transparency and Engagement

Awareness and Personal Connection

Emotional Connection and Impact

How Might We

enable transparency whilst creating a smoother donation process, so users feel emotionally connected to the cause and are guaranteed that their contribution is making a positive impact?

Day 2

Ideation

Ideation

Proto Persona

Our proto persona uncovers the target users key motivations/goals, frustrations, and behaviours of this user group.

Our proto persona uncovers the target users key motivations/goals, frustrations, and behaviours of this user group.

Sketches

Our team explored a variety of solutions by formulating ideation sketches of important screens - crazy 8, exploratory and solution sketches.

Our team explored a variety of solutions by formulating ideation sketches of important screens - crazy 8, exploratory and solution sketches.

Rationale

We each had a similar intention of including a donations pop over frame in the hero section of the website to instantly grab the attention of the user.

Proceeding onto the following pages, ultimately our goal is for the user to feel that the information given is transparent, knowing exactly where their donation is going. So we've applied a gift section to add on top of their contribution. In this way, users will know they are making a positive impact through this personalisation.

We each had a similar intention of including a donations pop over frame in the hero section of the website to instantly grab the attention of the user.

Proceeding onto the following pages, ultimately our goal is for the user to feel that the information given is transparent, knowing exactly where their donation is going. So we've applied a gift section to add on top of their contribution. In this way, users will know they are making a positive impact through this personalisation.

Day 3

Prototype

Prototype

Developing wireframes into HI-Fi Designs. Defining our team positions, my main responsibility was to make the prototype and check that the other duties were on the right track, the rest of the team organised the assets, stitched and generated UX writing.

Developing wireframes into HI-Fi Designs. Defining our team positions, my main responsibility was to make the prototype and check that the other duties were on the right track, the rest of the team organised the assets, stitched and generated UX writing.

Initial Prototype

Initial Prototype

Initial Prototype

Combining our research and sketches to create an initial prototype, following the iterated donations flow.

Combining our research and sketches to create an initial prototype, following the iterated donations flow.

Usability Test

Testing our Hi-Fi design to 4 users, to gather feedback and responses when interacting with the initial prototype, understanding what works well and how we can create a revised improvement.

Testing our Hi-Fi design to 4 users, to gather feedback and responses when interacting with the initial prototype, understanding what works well and how we can create a revised improvement.

Pros

  • No difficulties with home page or confirmation page

  • The cause of the organisation was clearly displayed with resources for reference

Cons

  • Layout of donation page counter-intuitive

  • Assuming to immediately donate instead of adding gifts

  • Consistent feedback about confusion using donation page

Day 4

Iterate

Iterate

Revising the initial prototype in response to our user testing feedback. Creating a design prioritisation matrix to rate the time and difficulty of amending tasks users struggled to complete. Through this methodology, we were able to make the necessary changes within our restricted time frame.

Revised Prototype

Emotive Narrative About Dogs Trust's Purpose

Emotive Narrative About Dogs Trust's Purpose

Emotive Narrative About Dogs Trust's Purpose

Simply & Quickly Give A Donation

Simply & Quickly Give A Donation

Simply & Quickly Give A Donation

Want To Know Where You're Donations Going?

Buy a Rescue Dog a Gift!

Want To Know Where You're Donations Going?

Buy a Rescue Dog a Gift!

Want To Know Where You're Donations Going?

Buy a Rescue Dog a Gift!

Key Learnings

  • A short, concise donation process increases engagement

  • Information architecture and images must be compelling and relevant to the cause

  • Users prefer more direct pathways to donate i.e through specific gifts

  • A short, concise donation process increases engagement

  • Information architecture and images must be compelling and relevant to the cause

  • Users prefer more direct pathways to donate i.e through specific gifts

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