UX Audit and Improvements

My Role

UX/UI Designer

Total Online Contributions

+15%

Total Volunteer Sign Ups

+10%

Timeline

Q4 2022

Overview

DKMS is an international non-profit organisation that works in the areas of blood cancer and hematopoietic stem cell transplantation, and raises awareness of the needs for donors for stem cell transplantation. However, emotional support, comprehensive care and access to appropriate medical services remain essential in the fight against this disease.

DKSM came as a clients seeking a responsive website redesign that would help them better showcase their work, spread awareness, and ultimately, increase the number of stem cell donors and money contributors.

The Problem

Prior to their redesign, DKMS faced a number of challenges with their website that were hindering their ability to effectively promote their work and connect with people. Their previous website was outdated, generic, difficult to navigate, not optimized for mobile devices, and lacked the appropiate features necessary to drive conversions.

Design Process

This case study addresses a social complex issue with significant impact. I made design decisions based on direct user feedback, estimated conversion rates, and considerations for design scalability. I iterated fast with rapid feedback.

Main Research Questions

What are the main needs and pains of the current and potential donors?
Why do users leave the form without completing the registration?
What elements are currently confusing users when registering?
Are there elements that allow to drive a higher registration conversion?

The Findings

The overall user experience presented lower scores when it came to the access of information and the structure layout of the website design:

The User

Who are we designing for? After 10 potential donor interviews, I developed an User Persona Profile and User Journey Map to pinpoint their motivation to be donors and frustrations when navigating through the website.

Solution & Results

Through careful research, planning, and management of internal development teams, I was able to design and deliver a website that addressed these issues head-on, delivering a seamless navigation experience that aligned with DKMS mission to raise awareness and increase conversion.

Through my efforts, I was able to deliver a website that not only looked great but also drove results. Since launching the new website in December 2022, DKMS has seen a significant increase in conversion rate, with their new contributors rate jumping from an average of 5.68% pre-launch to a staggering 15% and new donors from an average of 6% to 10.50% from launch through Q2 of 2023. These results demonstrate the impact of a thoughtful and strategic redesign that educates customers on why the role of DKMS is an important one.