International Rescue Committee

Optimising the donation process and conversions for this global charity

Project goal
To optimise conversions and donations on
About the client
The International Rescue Committee (IRC) is a charity based in New York working with refugees and others around the world whose lives are shattered by conflict and disaster.
Project summary
I worked with the fundraising, marketing and digital teams at the IRC to analyse their current website ( and identify improvements that would lead to an increase in conversions; especially donations. This involved internal workshops, creating simple personas, assessing current site performance, designing UX improvements and user testing those designs.
The final deliverable was a suite of design ideas and improvements and ideas for the team at the IRC to schedule and plan into their development roadmap.
Project stages in detail
I conducted a workshop with internal stakeholders to identify the user types to focus on. The outputs from this workshop along with analytics enabled me to create 5 personas that covered the key user types and tasks. 
One of these personas together with details around their journey can be seen below:
Design work
I produced all design work in Sketchapp following rough hand sketching. These designs leveraged the existing page styling so new elements were created in a wireframe visual look. Designs were produced for mobile and desktop user testing.
User testing
These designs were built into interactive prototypes using Invision. Using a remote user testing service I conducted multiple tests of these designs with the personas as profiles for participant recruitment.
Final report and handover
I compiled all the findings into a final report highlighting the concepts and scoring them based on ease of delivery and user benefit. I presented this to the project team at the IRC to a warm response and comments about the helpfulness of the project.

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