It’s been a privilege to work with an organization as esteemed as The Canadian Red Cross over many years. Redcross.ca is a vital channel used to facilitate donations, provide users with the ability to find and register for courses and effectively convey the work they do locally and around the world.

SERVICES

Requirements Gathering, Competitive Analysis, User Profiles Personas, Heuristic Evaluation, Usability Testing

QUICK FACTS

1.

Visual and emotional impact online is essential to charitable organizations.

2.

Prototype and usability testing can’t be beat for user experience insights.

3.

Canadians are continually amazed by just how much the Red Cross does.

Working with a client like the Canadian Red Cross isn’t something designers get to do everyday. These are the projects where it hits home that what we depict in pixels and pages are tangible, touching, and sometimes harrowing human moments – like a nurse cradling a child pulled from earthquake debris, or a volunteer wrapping a flood victim in blankets. Our role in bringing the stories and services of the CRC alive online has been a treasured opportunity we’re proud to count amongst our accomplishments.

— Shannah Segal

Usability Matters, Principal

QUICK FACTS

1.

Visual and emotional impact online is essential to charitable organizations.

2.

Prototype and usability testing can’t be beat for user experience insights.

3.

Canadians are continually amazed by just how much the Red Cross does.

CHALLENGE

Through user research, strategy and design, we’ve helped create a site that is visually compelling and easy to navigate. It presents an intuitive overview to the hundreds of initiatives the Canadian Red Cross undertakes. We improved conversion on the site in two ways. The first was by redesigning the presentation of specific emergency campaigns (think extreme weather events) in relation to ongoing fundraising needs (less attention-grabbing but absolutely essential). The second was by streamlining the course registration process, a fundamental revenue source.

APPROACH

We’ve conducted several rounds of usability testing on redcross.ca, mostly remotely and in both English and French. The findings from testing played into an initial large-scale strategy and design phase that led to the launch of the site currently online. In the strategy phase we consulted extensively with Red Cross stakeholders across Canada, as well as conducting an in-depth competitive review of the charitable website landscape. Our design phase encompassed creating an information architecture and functional specification for all key screens, and crafting a clean, modern visual style for the site.

CHALLENGE

Through user research, strategy and design, we’ve helped create a site that is visually compelling and easy to navigate. It presents an intuitive overview to the hundreds of initiatives the Canadian Red Cross undertakes. We improved conversion on the site in two ways. The first was by redesigning the presentation of specific emergency campaigns (think extreme weather events) in relation to ongoing fundraising needs (less attention-grabbing but absolutely essential). The second was by streamlining the course registration process, a fundamental revenue source.

APPROACH

We’ve conducted several rounds of usability testing on redcross.ca, mostly remotely and in both English and French. The findings from testing played into an initial large-scale strategy and design phase that led to the launch of the site currently online. In the strategy phase we consulted extensively with Red Cross stakeholders across Canada, as well as conducting an in-depth competitive review of the charitable website landscape. Our design phase encompassed creating an information architecture and functional specification for all key screens, and crafting a clean, modern visual style for the site.

RESULTS

1.

Making a donation became much easier.

2.

Clarity around courses offered improved.

3.

Our templates set a good base for planned move to a responsive site.

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