Concern Worldwide is a global charitable organization that funds relief and development work across poverty-stricken communities. As their UX Research team, we explored the factors that affect users' decision to donate using Behavior Analytics and Eye-Tracking studies. We provided actionable recommendations to optimize their website to build a strong donor base in the United States.

Timeline

The Challenge: How can we cater to our intended audience rather than the existing one?

Concern Worldwide’s primary audience has currently been high school students looking for homework help on their website. They want to focus on improving their donor base instead.

Research Goals

• What content are the users drawn to?

• What is the last point of contact before users sign up for emails/donate?

• What parts of the website encourage or discourage donations?

• Are there any hindrances in conversion journeys?

Defining the target audience

based on data provided by the client

<aside> 🖥️ New users, with an interest in international development and a history of donation

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<aside> 🎓 High educational attainment, affluent economic status, and liberal political views.

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<aside> 🙍🏼 Ideally between the age of 25-45, no gender preference.

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How can we recognize behavior patterns from potential donors?

Initially, we planned on gathering insights from Behavior Analytics (Google Analytics and Hotjar) and eye-tracking studies. But we struggled to gather strong quantitative data from web analytics due to the irrelevant data bias generated by their present audience.