Ethiopiaid | Website UX/UI
Designing for more than just visual change.
Creating a frictionaless path to donation.
Ethiopiaid has been working to reach the forgotten and marginalized in Ethiopia since 1989. Fundraising in the UK, they provide important grants to local trusted partners. Their challenges lie in raising awareness, with a new pressing focus on attracting and retaining higher numbers of donors. A modern and functional website redevelopment was required – a strong, powerful and consistent online presence that can successfully compete with other similar charities.
THE CHALLENGE
Refresh and revitalise.
Ethiopiaid’s existing website was dated and not optimised for mobile, making it difficult for many to navigate, unable to take donations and putting it at a disadvantage in a mobile-centric culture. It was missing out on a younger, captive yet tech-savvy audience and lacked crucial points of engagement.
Building trust through clarity was crucial. A clear, concise narrative with straightforward calls to action and an intuitive user journey to more effectively convert users. It’s all about balance - modern and innovative design that communicates an important message without looking ‘expensive’.
THE DESIGN
An inspiring story.
While the structure and logistics of the existing website needed to be improved, the most important thing with the new design was to create an inspiring story.
Ethiopiaid does amazing work for Ethiopia’s vulnerable citizens, yet the previous website had limited content to tell this story. Design inspiration was taken from Ethiopian culture and art, using native patterns and shapes to create a strong brand image and visual journey. Green and yellow from the Ethiopian national flag was incorporated into the colour palette to reinforce the charitiy’s focus. Most importantly, a more simplified donation journey with an intuitive interface, supported by visually enhanced narratives to inspire the user to make the donation.
THE OUTCOME
A smooth user-friendly experience for all.
The team at Ethiopiaid was inspired by the visuals, proposition and storytelling of the new website, but most importantly how this was tied together with a more fluid conversion journey.
THE RESULTS
36%
increase in donation conversions
76%
increase in donations from mobile
84%
decrease in bounce rate
