NPOs rely on donations to support their causes - I helped redesign the Kleos Mfg donation experience so that it is more accessible, easier to find and streamlined. At the end of the sprint, we presented our prototype to the co-founder.

ROLE

UX Designer (Research, Interviews, Prototyping)

DURATION

4 Days

TOOLS

Figma

TEAM

3 UX Designers

About Kleos Mfg

Kleos Mfg is a microfinance group and a non-profit organization, based out of Canada.

They help to support people in the Northern region of Uganda through:

Group Based Micro-Lending
Training & Support
Savings Program
Vocational Scholarships

Kleos Mfg's current website before redesign

The Problem

170,000+

CHARITABLE ORGANIZATIONS
AND NPOS IN CANADA

>30%

OF CANADIAN NPOS AT RISK TO
CLOSING DUE TO COVID-19

15M

PEOPLE WORKING/VOLUNTEERING
IN THE NPO SECTOR

8.1%

TOTAL CANADIAN GDP

The Struggle for Small NPOs

Some of the research we did also showed that successful NPOs require:

An ability to execute
An ability to adapt to change in their stakeholders' expectations
An ability to address competition and declining revenue
An ability to forge new relationships with digital donors and volunteers

Assumptions

There is not enough funding for small NPOs.
This can be solved by improving their current method of receiving donations.
We can build trust with donors by improving the website.
Our biggest risk is that the organization doesn’t receive an increase in donations.
Solution: Create a clear and informative website and user-friendly donation process to reduce the bounce rate on the website.

Hypothesis

We believe that by providing users with an easy and informative website navigation and donation experience, we can increase the likelihood that they will donate to a smaller NPO.

‍How might we help new donors build confidence in smaller NPOs in order to help them receive more donations?

Key Findings

I spoke to a couple of people to get their thoughts on their digital donation experience and here’ what I found out.

There is not enough funding for small NPOs.
This can be solved by improving their current method of receiving donations.
We can build trust with donors by improving the website.
Our biggest risk is that the organization doesn’t receive an increase in donations.

Persona

From our findings, we created a persona to be able to better target the user’s pain points and needs.

Kelly's Journey

Where the redesign of Kleos MFG helps
Kelly to make a donation.

Process

Sketching out the home page and donation flow helped in understanding the user’s journey and different sections they would go through.

Iterations

Adjustments:

Centre aligned text
Increased photo size & lined it up
with background
Changed background to darker opacity
Added frequency option

Redesign

The redesign focuses on increasing transparency and legitimacy about Kleos Mfg’s purpose as well as making the digital donation experience easily accessible and seemless.

REFLECTION

The digital experience can have significant impact on funding for NPOs.

The biggest takeaway from this experience was that a good digital experience is essential for NPOs especially when it comes to getting donations. Especially for smaller organizations that don’t have a reputation to back them up, I realized the importance of how to convey authenticity and transparency. Particularly, here’s what I learned:

Less is more; simplifying the number of steps a user has to go through will decrease confusion & drop-off rate
Donating to lesser known NPOs is rare; a lot of our user interviewees rarely donated to a smaller NPO and therefore this was a challenge for us in creating our persona

Overall, this was also an opportunity where we could present this to the co-founder of Kleos Mfg in which he gave great feedback on the redesign.