The Humane Society
The Humane Society is a renowned nonprofit organization, that helps the lives of thousands of animals yearly. Due to a lack of transparency and scattered information they share, donors aren't trusting their work as much. Overall, leading to a lack of funding for this vital organization.
The HSUS has dropped 2 out of 4 stars on
Charity Navigator since 2017
Of private funding
The HSUS is funded almost entirely by contributions and grants
29% of total funds
The HSUS uses almost a third of their funds towards fundraising
<50% of total funds
Used on programs
The budget towards programs of the HSUS declines from 74% after the cost of fundraising is factored in
We collected some valuable insights from our interviews and designed our affinity map. We synthesized the themes and came up with insight statements for each theme. Then, we picked the most compelling theme which was "transparency".
HOW MIGHT WE...
provide transparency within The Humane Society organization in order to gain the trust of new and existing donors?
Elements and Components
Persistent app bar
Look and Feel
Sketching and Wireframing
We reviewed and voted on our sketches as a team then translated the design into simple wireframes.
Across six testers, while tasks were largely completed (40/42), the completion of the tasks involved friction and confusion. User-testing helped specify our design goals.
More research on what non-profit
'transparency' means to users would have been helpful earlier on (use of money, human resources, etc)
Information architecture leading
users between correlating pages were a weak link
Incorporating more varieties of
transparency into the design
Consolidating related pages, and
improving access to expanded