iDonate is a digital giving software company that delivers an enterprise-class system for non-profit leaders around the globe. Their software solution allows non-profit organizations to facilitate any type of online gift in a customized donor experience. iDonate's customers include nearly 1,000 of the top nonprofit’s in faith, education, and healthcare. After a nearly a decade, iDonate reached out to the Accomplice team to create an update visual design system, beginning with their marketing website.
The new face of giving
Prior to taking on the branding refresh and website engagement, the Accomplice team undertook a full-scale research engagement to understand iDonate’s market and competition, and conducted quantitative studies to explore the motives, methods, and beliefs of both nonprofits and donors. From these findings, we uncovered key insights that directly influenced the voice & tone, and visual direction of the brand. Following that, we were able to identify key points to design for within the website:
The iDonate Suite has a breadth of capabilities that even the savviest users were unaware of. Elevating these and informing users was important to stakeholders.
iDonate's business model encouraged new users to interact with product specialists in order to learn more about their Suite. Implementing something on the website to gain more insight would prove useful.
ENGAGING CASE STUDIES
Previously, iDonate's case studies were buried on their resource page without any easy way to navigate to them. Rectifying this as well as dispersing them throughout the site with contextual placement would improve user education.
There were numerous ways iDonate ideated around for their pricing model. Allowing for a place to showcase pricing and a design that was flexible was important.
More than a makeover
With the brand refresh complete and key design goals identified, the team set off ideating on how best to embody this new brand vision on a website. Ultimately, I contributed to the experience and interface design for the following features:
01. Solutions Directory
02. Solutions Questionnaire
03. Pricing Overview
Exploration with Context
While the iDonate Giving Suite boasts 20+ distinct offerings, the majority of users were unaware of all but a handful. This was a huge miss for iDonate, not just from a business perspective, but from a positioning and user experience perspective. It was important to surface this on the re-design in a way that would not only communicate the breadth of offerings, but also allow the user to quickly pinpoint and deep-dive into each one.
CATEGORIES TO CARDS
Working with a Content Strategist and the iDonate team, we created three categories for their offerings: Front-End Solutions, Back Office, and Success Coaching. Each had an identifying color within the brand story, which turned into corresponding cards.
SUB-NAVIGATION TO EXPOLORABLE CONTENT
These category cards were then housed on an overarching Solutions page with the ability to filter to a specific category, or browse all offerings. We elevated this into the sub-navigation where once invoked, a user will be taken directly to their specific filtered pages.
An experiential handshake
With this new experience, we wanted to optimize how sales communication was invoked. Historically, iDonate used the standard CTA-to-form format to connect interested users to the appropriate representative. We introduced an interactive questionnaire that would create a personalized list of suggested offerings that would most benefit a user's organization.
MINIMIZE QUESTIONS, MAXIMIZE RESULTS
The original form consisted of eight user inputs, most of which were only capturing the user's information. This meant that an interested user would have to wait to hear back from a sales representative before learning the true value the iDonate Giving suite could offer their organization. We reduced the number of questions to four, and centered them around their organization.
Bespoke and transparent
iDonate needed a way to showcase the cost and benefits associated with each package, but have it respond to a user's annual giving. This gave users a clear way to differentiate which package they needed for what solutions they were interested in, or recommended. This design would allow iDonate to expand and modify as their offerings expanded or business model shifted.
May 2019 – July 2019
Britt Savant, John Comstock