MAPLE Microdevelopment
Donation form
MAPLE Microdevelopment is a non-profit organization that helps residents in Uganda and Chile overcome poverty. I partnered with the organization to enhance their online donation form.
Current Donation Process
The MAPLE Microdevelopment team created two donation pages (one for recurring monthly donations and another for one-time gifts).
Current navigation bar.
Potential donors must choose among three separate donation links for the three different MAPLE branches. No matter which link donors choose, their donations go to the main office.
Five calls to action on the donation page. http://www.maplemicrodevelopment.org/donate/
The links are confusing and buried at the bottom of the page.
Usability Study
I asked 7 volunteers over Google Hangouts to complete tasks centered on this test scenario:
You want to make a one-time $50 donation with your credit card.
User Pain Points
Responses concerning MAPLE’s donation process:
Why are there two different donation pages?
Why is the donation form so cumbersome to complete?
Does MAPLE do enough to protect my credit card information?
What is MAPLE’s mission?
Proposed Solutions
Sharpen Messages
Highlight the group’s mission.
Reassure the donor of their gift’s impact.
Boost Trust Indicators
Enroll in third-party trust and security programs from reputable companies like the Better Business Bureau and VeriSign.
Post badges on donation form.
Simplify Donation Process
Merge the “Donate” and “Donate Monthly” pages into one.
Create one “DONATE” button and park it in the navigation bar.
Create a multi-step form to break the donation process into manageable pieces. This will help users donate on a mobile device.
Offer donors an opportunity to donate “Once” or “Monthly” on one page.
Reduce redundant fields and keep only the essential ones. Include useful and informative text to minimize privacy and security concerns.
Proposed new donation form. Green signifies user action.