seen + learned

Tufts University Advancement usability & form design

Posted: Friday, April 16, 2010 | Posted by Debby Levinson | Labels: , , 0 comments

Tufts University’s Advancement group found that two-thirds of the visitors to its online giving form abandoned the page before completing a donation. Although online donations were steady and significant, they knew they needed to improve the form’s usability to encourage donors to pledge money.

We interviewed a cross-section of representative donors, asking open-ended questions to identify patterns of use and watching them interact with the form to determine barriers to making a donation. Based on these interviews, we illustrated and documented recommendations for improvements to the form. A second round of testing, this time on the redesigned form, confirmed that donors found the new interface easier to use.

Work included:

  • Usability tests and results analysis
  • User interface and user experience design recommendations

Original Tufts giving form
Inline observations and recommendations on the original giving form.

Revised giving form
Inline observations and recommendations on the revised giving form.