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
Inline observations and recommendations on the original giving form.
![Revised giving form](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiu8wgj4s730bBPImhGbo-s89HzXcDHL22Pk_jouKNZOwroAiQBUtsE0b-CQ9o2Sc094-5O2jhucs1sOysW4I0MyVbGvGlFI0hCxk82cZpOhGqtor4J_0yQ2FWtEEiL1TBk0Wqse_kfuzSC/s1600/tufts_givingform_usability_new.png)
Inline observations and recommendations on the revised giving form.
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