Project At A Glance

  • Webby People‚Äôs Voice Award for Best Website in the Charitable Organizations/Non-Profit category in the 22nd Annual Webby Awards
  • Web Marketing Association Award for outstanding achievement in web development
  • Design of a content platform that increased site visit time to connect sponsors with children in need
  • Interviewed current CI sponsors and recruited outside audiences to better understand marketplace perception and site needs
  • Collaborated with the marketing team to create user-experience journeys in the site through the lens of the validated personas established through research
  • Created guidance and identified opportunities to improve the current online account section and checkout processes

About Children International

  • Charitable organization operating for over 80 years
  • Operating in 10 countries
  • 1M+ kids helped
  • 90% of all funds go directly to programs helping those in need

The Approach

As the UX consultant for Rightpoint, my role was to help craft an experience for donors and sponsors that better told the story of how their involvement was improving the lives of children around the globe. We began by conducting user research with existing sponsors, as well as recruited multiple potential sponsors to better understand their impressions and needs from CI.

Research

Going into the project, the marketing team at CI had created a series of proto-personas based on their experiences. We used these hypothesis in our research and were able to disprove some incorrect assumptions and identify several opportunities, especially as it related to mobile. We recruited potential sponsors as well as existing sponsors to test these personas. Based on our outcomes we were able to re-align the personas to a more accurate grouping of 3 user types.

CI Persona Sample

Visioning

Going into the project, the marketing team at CI had created a series of proto-personas based on their experiences. We used these hypothesis in our research and were able to disprove some incorrect assumptions and identify several opportunities, especially as it related to mobile. We recruited potential sponsors as well as existing sponsors to test these personas. Based on our outcomes we were able to re-align the personas to a more accurate grouping of 3 user types.

Impact

The new CI website allows Children International to better connect with sponsors, tell the stories of children it helps, and represents better represents the organization. Shortly after launch, CI and Rightpoint were recognized with a Webby for People's Choice, Charitable Organization.

CI Webby Award