nomensa iof 110706

About me

CEO. husband. father. design psychologist. humanist. curious. open minded.

passionate.

Experience is everything!

We are living an ‘experience economy’ and this presents a new type of revolution: an experience revolution.

People expect online technologies to treat them better. We want ease-of-use. We want to feel engaged. We want to feel valued.

Technology that indirectly tests us and makes us feel foolish or confused is not very humane. Your website and donation process will shape people’s reactions and perceptions.

Everybody judges everything so ensuring they judge you well requires that you must treat them well.

What really matters

“not everything that can be counted counts, and not everything that counts can be counted”Albert Einstein

Our research approach

Research

Model

Design

Test

Documented and prioritised all our insights and knowledge

Built the journey (wireframed the whole process)

Applyed visual styling to the wireframes

Measured the motivation of key pages (donation landing and thank you pages)

Fine tune the journey and page elementsA/B Test

User-centred donations

The online donation journey

Engage

ContentFeatures

The online donation journey

Engage

Nudge

ContentFeatures

MessagingButton design & Placement

The online donation journey

Engage

Nudge

Support

ContentFeatures

MessagingButton design & Placement

Straightforward form designFeatures to build trust and confidence

The online donation journey

Engage

Nudge

Support

ContentFeatures

MessagingButton design & Placement

Straightforward form designFeatures to build trust and confidence

Building emotional engagement

Building emotional engagement

£20will help save1000 trees!

Building emotional engagement

£20will help save1000 trees!

Building emotional engagement

About 1440 acres are cut down every day. That’s about

700 football pitches.

PANIC!

Building emotional engagement

It could have been me...

Building emotional engagement

Building emotional engagement

69 Tigers saved! = 3 Tigers

Turning engagement into donations

Turning engagement into donations

Turning engagement into donations

80%will go directlyto the charity

Turning engagement into donations

80%will go directlyto the charity

Turning engagement into donations

£20will help save1000 trees!

£5will help save250 trees!

£10will help save500 trees!

Still im

portant!

Turning engagement into donations

Turning engagement into donations

Turning engagement into donations

END

Turning engagement into donations

I’ve donated £££

Turning engagement into donations

Model, design and test

What we discovered: donation landing pages

70% preferred the new design

90% indicated they would continue to donate on the new design

70% agreed donations seemed vital on the new design

What we discovered: donation landing pages

New Design

“details where my money is going and how much will be directly helping refugees”

“I like the pie chart, as it shows me all the different places my money goes”

Current Design

“I’m put off by the large amounts of money they suggest I donate”

What we discovered: thank you pages

100% preferred the new design

70% indicated they would continue to interact with the UNHCR because of the new design

80% agreed they would leave the website immediately because of the current design

What we discovered: thank you pages

New Design

“makes me feel connected and rewarded for making a donation”

“feels like I’ve helped someone rather than just bought something”

Current Design

“disconnected in terms of what I have just done”

Perfect donation key tips

Use empathy and NOT guilt

Limit the number of payment choices and make them meaningful

Ensure your donation pages have lots of emotional cues (triggers)

Ensure the donation journey reflects e-commerce best practise

Make people feel rewarded (positive)

So what’s next?

Complete live A/B testing

Release a White Paper and share the learnings

Contact Jason@thinkcs.org or Simon@nomensa.com for more information

Thank you