Farming Hope: Nonprofit Website Redesign
Colin McGuire - UX Designer
Sarah Pagan - UX/ UI Designer
Rena Silverman - UX Writer
Farming Hope, a non-profit organization in San Francisco's mission area, fosters community leaders through empowering jobs and career training in garden and culinary work for the unhoused and low income community. We were tasked with redesigning a responsive website that worked both on mobile and desktop.
I. Research
Heuristic Evaluation
We found the original website clean, but slightly disorganized. We enjoyed the meaningful multimedia, simple navigation, and pleasing color scheme, but we found the mission buried and the donate button so simple it was out of reach.
SURVEY AND INTERVIEW TAKEAWAYS
We interviewed 5 people got 28 survey responses. We asked folks what they thought of the website and how compelled they felt to get involved. Only 10 percent said they felt compelled to get involved, which was important information.
Affinity Diagram+Feature Prioritization
Affinity Diagram
The key takeaways from our affinity diagram:
1. The website's mission was not clear
2. Users were unsure how to help
3. User's were drawn to multimedia
4. Quotes and success stories evoked the strongest response
Feature Prioritization
It's always a challenge to prioritize all the opinions of stakeholders. For this we found the most important features with the most amount of impact and least amount of effort were:
1. Prominent mission statement
2. Clear donate button
3. Strong multimedia
User Persona
From here we made our user persona. Cori Oliver is a 28-year-old law student in some debt, who wants to do social good in other ways other than donating money. She also wants to get closer to her community in San Francisco's mission district. She loves Apple, ThredUp and Crunch gym.
II. Definition
Problem Statement
We believe communicating Farming Hope’s mission in an enticing manner will attract donors, volunteers, and diners to the organization’s cause.
This will help achieve the business goal of providing transitional employment to the unhoused and low-income community.
Value Proposition
Farming Hope develops transitional employment and culinary programs that nourish those both inside and out of the kitchen.
Card Sorting + Sitemap
We had a lot to do in terms of card sorting. We remade most of the navigation.
Task Flow
Our primary goal became getting users to
1. Read the mission
2. Find the food
3. Find the donation page
III. Ideation
Storyboard
Next we took a look at a day in the lift of Cori Oliver, our user persona, until she discovers Farming Hope.
Mobile Wireframes
We drew out some wireframes, putting our visions on paper.
Desktop Wireframes
We prepared some desktop wireframes.
IV. Prototyping
Desktop Wireframe prototype
Mobile wireframe protototype
Lo-Fi Testing Results
Hi-Definition Prototypes
Style Tile
Our style tile was fairly simple. We kept most of the colors, but added some accents like teal. We used sophia pro and overpass for the typography, as it matched most with Farming Hope's logo.
Hi-Fidelity Prototype: Desktop
Our hi-fidelity prototypes took our users into perspective first and foremost. Take a stroll through our InVision Prototype.
Hi-Fidelity Prototype: Mobile
Our mobile hi-fidelity prototype positions the mission above the fold. Here is a link to the InVision prototype.