More efficient fundraising through better user experience
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Cogapp's Head of User Experience ran a workshop on usability and fundraising at the Digital Communications for Charities Conference.
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More efficient fundraising through better user experience
- 1. 1
- 2. Tactics for more efficient fund-raising through better user experience › Digital communications for charities 2009 21st January 2009 www.cogapp.com 1
- 3. Who we are Our clients / Pete Gale / The British Museum Head of User Experience / Macmillan Cancer Support / Arthritis Research Campaign / The Home Office / Cogapp / Transport for London / The National Portrait Gallery 23 years in business / The Institute for Philanthropy 100s of successful projects / BBC User centred approach to development / National Environment Research Council Dedicated user experience & usability / A major UK mobile & broadband provider consultancy team / Shakespeare's Globe A wide range of public sector, government / The Department of Health and charity clients. and many more... 2
- 4. Over view Tactics for effective / What do we mean by user experience? fund-raising / Why is it important through better user / Developing a business case for improving experience user experience / Designing to meet the business case / Common issues and solutions 3
- 5. What do we mean by user experience? Cogapp Digital communications for charities 2009 January 2009 4
- 6. User experience is not 1. just user interface design 2. just a step in the process 3. just about technology 4. just about usability 5. just about the user 6. expensive 7. bug fixing Cogapp Digital communications for charities 2009 January 2009 5
- 7. Defining user experience • The sum of an individuals experiences with a product, service or organisation. • In more concrete terms, for an online interaction: ~ Does it meet needs? ~ Is it intuitive? ~ Is it satisfying? ~ Does it conform to expectations? ~ Is it in tune with touch points? Cogapp Digital communications for charities 2009 January 2009 6
- 8. Why is it important? Cogapp Digital communications for charities 2009 January 2009 7
- 9. Poor UX in online fund-raising • Research in the US last year has shown that the majority of would be web donors never complete their gifts. ~ In some cases as many as 98% of visitors to an organisations donate page left without giving * * Sea Change Strategies, December 2007 Cogapp Digital communications for charities 2009 January 2009 8
- 10. What is the impact of that? ~ Reduce overall task completion ~ Increase support costs ~ Reduce loyalty ~ Lost transactions = lost relationships ~ Poor UX in business critical interactions will impact revenue Cogapp Digital communications for charities 2009 January 2009 9
- 11. The business case for better user experience Cogapp Digital communications for charities 2009 January 2009 10
- 12. The steps to building a business case Justify the results you expect, not the process of achieving those results • Estimate the cost of the problem to your organisation • Estimate the potential for improvement Cogapp Digital communications for charities 2009 January 2009 11
- 13. Sources of data • Site statistics provide evidence of behaviour on your site. ~ How many complete specific process? ~ How many abandon, and at what point? • Usability studies of the process: ~ Pinpoint specific exit points & causes of problems. ~ Build an understanding of the desired experience. ~ Identify best practice examples. ~ Identify potential scope for improvement. Cogapp Digital communications for charities 2009 January 2009 12
- 14. Pulling it together Map out the user journey Cogapp Digital communications for charities 2009 January 2009 13
- 15. Pulling it together Identify drop-out 14% 17% 0% points Cogapp Digital communications for charities 2009 January 2009 14
- 16. Pulling it together Identify drop-out 14% 17% 0% points Issue 1 Issue 3 Identify user Issue 2 Issue 4 experience issues Issue 5 Cogapp Digital communications for charities 2009 January 2009 15
- 17. Pulling it together Identify drop-out 14% 17% 0% points Issue 1 Issue 3 Issue 2 ** Issue 4 ** Rate their severity * Issue 5 *** ** Cogapp Digital communications for charities 2009 January 2009 16
- 18. Pulling it together Estimate potential Issue Drop-off Potential revenue for improvement Issue 1 10% 0% Issue 2 4% 100% Issue 3 5% 50% Issue 4 7% 75% Issue 5 5% 25% Cogapp Digital communications for charities 2009 January 2009 17
- 19. Pulling it together Estimate potential Issue Drop-off Potential revenue for improvement Issue 1 10% 0% £0 Issue 2 4% 100% £15,000 Issue 3 5% 50% £9,000 Issue 4 7% 75% £19,500 Issue 5 5% 25% £4,500 Cogapp Digital communications for charities 2009 January 2009 18
- 20. Designing to meet the business case Cogapp Digital communications for charities 2009 January 2009 19
- 21. How do we build a better user experience? No-one gets it perfect first time, no one is that good, regardless of what they say: “Iterative design, with its repeating cycle of design and testing, is the only validated methodology in existence that will consistently produce successful results.” Bruce Tognazzini, Nielsen Norman Group Cogapp Digital communications for charities 2009 January 2009 20
- 22. Building a better user experience? User Research Concept-level wireframes iterative revisions User Test Refinement iterative revisions User Test Document Create & Build Cogapp Digital communications for charities 2009 January 2009 21
- 23. Common user experience issues Cogapp Digital communications for charities 2009 January 2009 22
- 24. What sor t of problems should you look for? • Approaching ~ Issues relating to first engagement with the process ~ Issues that may prevent people from attempting the task. • Interacting ~ Issues that may cause people to abandon the task ~ Issues that may cause errors within the task • Ongoing ~ Issues relating to the ongoing relationship Cogapp Digital communications for charities 2009 January 2009 23
- 25. Cost benefit evaluation • Balance cost and benefit.. ~ Reinforce motivation to act ~ Show how easily or quickly a task will be accomplished Cogapp Digital communications for charities 2009 January 2009 24
- 26. Behavioural norms • We like to behave as others do. ~ Increasing the visibility of user activity can act as a powerful persuasive tool. ~ Ensuring behavioural norms for the site are quickly established to support the site’s objectives. ~ Just like a sponsorship form Cogapp Digital communications for charities 2009 January 2009 25
- 27. Apparent complexity & scaled interaction • Many will abandon an interaction that seems more complex than expected. ~ Any interaction should always be as simple as possible. ~ The first steps should always be the simplest. Cogapp Digital communications for charities 2009 January 2009 26
- 28. Only ask for what you absolutely need • Only ask for the minimum information necessary to process the interaction ~ Be careful not to overload and clutter your pages. ~ Keep forms as simple as possible. ~ Don’t ask for registration to complete transactions. Cogapp Digital communications for charities 2009 January 2009 27
- 29. Justify the information you do need • When asking people to enter personal data, consider explaining the reasons why it is needed. Cogapp Digital communications for charities 2009 January 2009 28
- 30. Handle errors gracefully and clearly • Where possible, errors should be anticipated and handled seamlessly ~ Those errors that cannot be handled by the back-end should be clearly highlighted. ~ Error messages should clearly identify the source of the error Cogapp Digital communications for charities 2009 January 2009 29
- 31. Alternate channels • Not everyone is happy to conduct transactions online ~ Where possible, provide alternate channels for those unwilling to complete transactions online. ~ Ensure alternate channels provide a unified experience with the online experience. Cogapp Digital communications for charities 2009 January 2009 30
- 32. Conform to interface conventions • Increasingly, conventions are being established for a number of interactions. ~ Where possible, any interaction should conform to existing conventions. Cogapp Digital communications for charities 2009 January 2009 31
- 33. Finally, the ongoing relationship • When people have completed tasks, don’t leave them hanging ~ Task completion provides an ideal opportunity to introduce new topics and build the ongoing relationship. Cogapp Digital communications for charities 2009 January 2009 32
- 34. Any questions? Cogapp Digital communications for charities 2009 January 2009 33
Notas do Editor
- We need to set the scene - what it is we’ll be talking about - specifically, lessons from the commercial world that are applicable to online giving
- We need to set the scene - what it is we’ll be talking about - specifically, lessons from the commercial world that are applicable to online giving
- The first point is the most obvious I think, we must acknowledge the imperfections of our systems at a business planning stage, thus allowing ourselves to make realistic predictions. However, acknowledgeing these imperfections is not enough, we need to attribute them to specific causes. Only then can we start to discuss the specifics of what we need to do to improve the effectiveness of our fundraising.
- The first point is the most obvious I think, we must acknowledge the imperfections of our systems at a business planning stage, thus allowing ourselves to make realistic predictions. However, acknowledgeing these imperfections is not enough, we need to attribute them to specific causes. Only then can we start to discuss the specifics of what we need to do to improve the effectiveness of our fundraising.
- The first point is the most obvious I think, we must acknowledge the imperfections of our systems at a business planning stage, thus allowing ourselves to make realistic predictions. However, acknowledgeing these imperfections is not enough, we need to attribute them to specific causes. Only then can we start to discuss the specifics of what we need to do to improve the effectiveness of our fundraising.
- The first point is the most obvious I think, we must acknowledge the imperfections of our systems at a business planning stage, thus allowing ourselves to make realistic predictions. However, acknowledgeing these imperfections is not enough, we need to attribute them to specific causes. Only then can we start to discuss the specifics of what we need to do to improve the effectiveness of our fundraising.
- The first point is the most obvious I think, we must acknowledge the imperfections of our systems at a business planning stage, thus allowing ourselves to make realistic predictions. However, acknowledgeing these imperfections is not enough, we need to attribute them to specific causes. Only then can we start to discuss the specifics of what we need to do to improve the effectiveness of our fundraising.
- The first point is the most obvious I think, we must acknowledge the imperfections of our systems at a business planning stage, thus allowing ourselves to make realistic predictions. However, acknowledgeing these imperfections is not enough, we need to attribute them to specific causes. Only then can we start to discuss the specifics of what we need to do to improve the effectiveness of our fundraising.
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