Contextual & UX Research - Project Objectives
As a non-profit funded by environmentally conscious wealthy donors at its inception, Conservation International wanted to move toward accepting donations from a broad spectrum of people and raise its public profile. Their digital agency – BBDO – worked to develop a “Protect an Acre” idea that enabled donors to feel like they were saving an acre of rain forest. A prototype website was developed so that users could see an image of the rain forest, click to learn more and ultimately donate.
Our team set up one on one interviews with people who were screened and met the criteria of an ideal donor. Participants spent 45 minutes navigating the prototype, using the site tools, watching educational videos and using the donation pages.
We focused our moderators guide tasks on learning about the entire user experience and also included specific questions about the emotional and contextual feel of the site since none were familiar with the organization.
Our research resulted in an improved user experience for the site and users loved the video content being presented. With minor additions such as a Charity Navigator logo & rating, site donations increased dramatically.
Ultimately our efforts helped Conservation International win a Webby Award for “Best Activism Website” and their Protect an Acre campaign saved 143 million acres of forest in three years.