Natalia A. Framil: an avid UX practitioner, leader, strategist, bar raiser, and humble learner of humans.
Natalia A. Framil: an avid UX practitioner, leader, strategist, bar raiser, and humble learner of humans.
COMPANY: EPAM (EMPATHY LAB) / CLIENT: REDCROSS.ORG / ROLE: UX RESEARCH & DESIGN
The goal was to re-imagine redcross.org to create an engaging, unified experience, which delivers on the brand promise, enables volunteers to think globally and act locally, and turns volunteers into advocates. Key goals included increased donations, course registrations, & mobile.
I was instrumental in winning the pitch and leading client interactions. I led multi-year redesign of the entire redcross.org experience, including chapter integration, online donations, course scheduling, eCommerce, volunteer services, and various other online initiatives on ATG.
Five key objectives
Unified vision & platform
Contextual inquiry revealed key motivation areas & triggers
Episodic donor & loyal donor
Ideal volunteer & rejected donor
IA for core, course checkout, & fund donation flows
Testing 2 distinctly different IA options (task based vs. storytelling focused) with 2,000+ users of redcross.org (using Ethnio intercept)
Testing 3 visual options with 400+ users
High-level summary
Users were motivated by seeing the impact of their donations
Making it easy to find classes nearby
Seeing how it fits in your calendar
Leveraging local content to support the grass-roots business strategy & legacy
Find your chapter or change location
Location based content
Tailored to the cause users picked
Final design comps
Still plenty of room for rich, visual content strategy
Think globally, act locally
Wireframes
Comps