Digital services are usually used in between, in passing, spontaneously and unconsciously. Immediately after using them, users often hardly know which paths they have taken or how they reached their destination.
This is why it is so important to offer maximum intuitive usability for excellent conversion.
The rheingoldUX offer aims at a holistic view of user experiences and takes into account psychological mechanisms of action that software-supported optimization of interface design alone cannot achieve.
Task and objective
UNICEF project pages should be optimized in such a way that they optimally promote donation decisions.
Research strategy step 1
In a two-stage setting, 10 one-hour moderated surf sessions were initially conducted in which people interested in donating were interviewed while using the UNICEF project page "Help for Africa". The results were compared with basic research on the general motivation to donate and the individual design elements of the page were assigned to the donation motives. This made it possible to identify redundancies and determine a selection of the really decisive components.
Research strategy step 2
In a second step, the selected design modules were weighted in a quantitative, unmoderated test with regard to a donation decision and possible motivational flows were developed using a sorting exercise.
Identification of 3 motivational flows
Finally, the qualitatively developed selection of design elements was confirmed to a high degree and three possible motivational flows were identified. Depending on how and with what prior knowledge those interested in donating come to the UNICEF project page, one of the three variants can be played out and thus achieve a higher level of user satisfaction.
Sebastian Buggert
E-mail: buggert@rheingold-online.de
Phone: +49 221 912777-00
Anna Brand
E-mail: brand@rheingold-online.de
Phone: +49 221 912777-10
Daniel Luccas
E-mail: luccas@rheingold-online.de
Phone: +49 221 912777-00