The Solution
Our experience in e-commerce website design has given us a clear idea of specific elements needed in order to direct and retain visitors and most importantly, encourage them to make a donation.
There are strong call to actions across the website in order to attract users to start the journey to make a donation. The navigation has a coloured button for the ‘Donate’ link that is visible on every page and there are also similarly colour-coded banners across the website to direct people to the donation area.
We have designed an enclosed donation area which looks slightly different from the rest of the website design. The top navigation and footer of the website has been stripped away to leave the user focused on the task in hand and not distracted by other avenues of the website. The donation pages also feature a step-by-step process guide showing the three simple steps to donate, another important element of user experience.
IKCA provide several donation methods for their supporters from one off donations to monthly direct debits and bank transfers. The charity was keen to show all of these methods to the user without putting them off. We create a donation area that gave all of the information in digestible chunks without overwhelming the user, giving them complete freedom to donate how they wanted, to what project they wanted.
A showcase area of the website design is the home page. It is designed into separate full screen areas with each section telling a different story about who IKCA are and what they do. Upon first visiting the website, the user is greeted with a video and counting numbers totaling key achievements by the charity. The video features silhouettes of fundraisers reaching a mountaintop after a sponsored climb. It delivers the concepts of hope, ambition and achievement as set out in IKCA’s values. This concept dominates the website as we wanted to inspire people to make a difference. Sharing latest news, events and projects is very important for a charity and IKCA wanted to make this information easy for the user to access and share. All of the videos have social sharing buttons, the footer features IKCA’s live Twitter stream and the donation area features a sharing area for users to shout about their donation.
The website has been built to be fully responsive, functioning across all mobile devices without compromising on the user experience. The website is also ‘retina-ready’, giving any images and graphic high definition on compatible screens.
