The goal of this project was to improve the alumni giving experience through redesigning the HBS giving website.
My Roles
Information Architecture Design | Navigation Design | Wireframe Design
Key insigts learned through the design process included
Stories aren't as important as actions. Users of the HBS giving site are really only interested in giving as quickly and painlessly as possible, or in learning about how to plan for complicated gifts. The redesign focused heavily on removing unneeded, and unwanted features.
Plain speak wins. Research exercises like card sorting helped us to understand that labeling articles about complicated gift types using plain speak language would be much more helpful to users who are trying to learn more about these types of gifts (do you know what a Charitable Annuity Trust is? If no, the new HBS giving site will be a much better experience for you).