The Landscape is changing:

Today’s donors are (predominantly) tech-savvy and expect a seamless online experience. Frustration with a poor experience manifests in dropped traffic and reduced conversions and donations.

It’s also important to remember that journeys should be optimised on various device types; the mobile experience is often forgotten. However, mobile has been converting more effectively than desktop*, so in a competitive digital landscape, it’s something to consider.  *M+R Benchmarks 2024

What is user-centric design, and why does it matter?

User-centric design is a strategic approach that prioritises the needs and expectations of your users. In this case, potential supporters.

When you prioritise user experience, your site becomes easy to navigate, informative, and trustworthy. This creates a stronger connection with your audience, leading to higher conversion rates.

The 5 Key aspects of user-centric design:

• Clarity and simplicity
• Clear, prominent and benefit-driven CTAs
• Transparency builds trust
• Mobile-responsive design
• Compelling content, lived experience and social proof

Understanding your audience

Knowing who you are trying to reach, and where you are trying to meet them ensures that you can tailor journeys accordingly. You can develop clear user personas, user stories and user journeys to understand their needs, motivations, and online behaviour.  Developing a journey and understanding each user persona’s steps helps identify potential pain points and areas for improving your UX.

User testing is a great way to observe real users interacting with your website and reveal invaluable insights. It not only focuses on developing features that truly benefit users, but a well-designed, user-centric website with a high conversion rate maximises your investment.

If you’re looking for ways to maximise your digital activity, our packages have been developed to improve core activities as well as key opportunities we’ve identified through analysis of the sector. From strategy to execution, assets to websites, always-on to one-off, our flexible approach can be tailored to suit your individual needs.

If you would like to collaborate on any upcoming digital projects, please email Lucy.Martin@goodagency.co.uk