UX Redesign
Design Thinking Framework
Team
Samdanielraj , Balogun Christopher
Duration - 6 Weeks
Introduction
About
Girl Effect is a creative non-profit designed to empower vulnerable and marginalised girls to transform their lives (Anna Johnston, 2018). Through digital media and trusted programs, it connects girls to resources that help them overcome barriers and reach their full potential.
Introduction
About
Girl Effect is a creative non-profit designed to empower vulnerable and marginalised girls to transform their lives (Anna Johnston, 2018). Through digital media and trusted programs, it connects girls to resources that help them overcome barriers and reach their full potential.
In-Depth Website Audit
Purpose of
the Audit
Girl Effect is a creative non-profit designed to empower vulnerable and marginalised girls to transform their lives (Anna Johnston, 2018). Through digital media and trusted programs, it connects girls to resources that help them overcome barriers and reach their full potential.
Scope of
Audit
Girl Effect is a creative non-profit designed to empower vulnerable and marginalised girls to transform their lives (Anna Johnston, 2018). Through digital media and trusted programs, it connects girls to resources that help them overcome barriers and reach their full potential.
In-Depth Website Audit
Purpose of
the Audit
Girl Effect is a creative non-profit designed to empower vulnerable and marginalised girls to transform their lives (Anna Johnston, 2018). Through digital media and trusted programs, it connects girls to resources that help them overcome barriers and reach their full potential.
Scope of
Audit
Girl Effect is a creative non-profit designed to empower vulnerable and marginalised girls to transform their lives (Anna Johnston, 2018). Through digital media and trusted programs, it connects girls to resources that help them overcome barriers and reach their full potential.
The Girl Effect website serves:
- Young women and girls – Seeking guidance on education, health, and economic independence.
- Donors and philanthropists – Looking for impact data to support funding decisions.
- NGOs and development partners – Exploring collaboration opportunities.
- Researchers and policymakers – Accessing reports and insights for gender-focused initiatives.
Target Market
The Girl Effect website serves:
- Young women and girls – Seeking guidance on education, health, and economic independence.
- Donors and philanthropists – Looking for impact data to support funding decisions.
- NGOs and development partners – Exploring collaboration opportunities.
- Researchers and policymakers – Accessing reports and insights for gender-focused initiatives.
Target Market
User
Personas
To better understand the primary audience, the following user personas illustrate typical website visitors and their objectives.
User Persona
User
Personas
To better understand the primary audience, the following user personas illustrate typical website visitors and their objectives.
User Persona
Sarah
Student / Young Professional
About
- 18-24
- Urban & semi-urban areas
- Curious | Resilient | Ambitious
Background
Seeking educational resources, health guidance, and career opportunities
Motivations
- Wants reliable and relatable information about education, health, and career pathways
- Seeks mentorship and guidance from female role models
- Values communities where she can share experiences and learn from others.
Goals
- Find educational resources and scholarship opportunities
- Learn about reproductive health, safety, and personal development
- Gain access to economic opportunities and job readiness programs
Pain Points
- Struggles to find trustworthy, easy-to-understand information
- Limited access to networking and mentorship programs
- Faces social and cultural barriers that impact decision-making
Sarah
Student / Young Professional
About
- 18-24
- Urban & semi-urban areas
- Curious | Resilient | Ambitious
Background
Seeking educational resources, health guidance, and career opportunities
Motivations
- Wants reliable and relatable information about education, health, and career pathways
- Seeks mentorship and guidance from female role models
- Values communities where she can share experiences and learn from others.
Goals
- Find educational resources and scholarship opportunities
- Learn about reproductive health, safety, and personal development
- Gain access to economic opportunities and job readiness programs
Pain Points
- Struggles to find trustworthy, easy-to-understand information
- Limited access to networking and mentorship programs
- Faces social and cultural barriers that impact decision-making
Motivations
- Wants to fund impactful initiatives that align with her organisation’s mission
- Values transparency and measurable impact
- Prefers structured and well-documented reports
Goals
- Identify trustworthy initiatives that deliver long-term change
- Access financial and impact reports for decision-making
- Find partnership opportunities with aligned organisations
Pain Points
- Difficulty finding clear data on how donations are used
- Struggles with navigating complex funding applications
- Needs regular updates on project progress and outcomes
Cindy
Donors & Philanthropists
About
- 40-60
- Global / High-income regions
- Thoughtful | Strategic | Data-Driven
Background
Supports gender equality and education initiatives
Customer Journey map
User journey
map
This map outlines the donor’s experience with Girl Effect, from awareness to long-term engagement. As key supporters, donors rely on transparency and trust (Martin, 2024), making their journey critical to analyse. Understanding their interactions helps identify opportunities to enhance clarity, engagement, and long-term commitment.
Awareness
Consideration
Decision
Service
Loyalty
Experience
User Action
Business Goal
🤔 Curious but cautious, wants to ensure credibility.
😐 Engaged but needs clear financial and impact transparency.
🙂 Confident in decision but expects a seamless donation process.
😕 Reassured when receiving reports but may feel disconnected without personalised engagement.
😃 Satisfied when seeing clear project outcomes, considers deeper involvement.
-Sees a social media campaign, reads an article on gender equality, or hears about Girl Effect from a network.
-Visits the website, reviews impact reports, compares initiatives, and evaluates transparency.
-Decides to donate, selects a funding option, reviews tax benefits, and completes the transaction.
-Receives a confirmation email, tracks the impact of the donation through reports, and follows project updates.
-Engages with updates, shares success stories, and considers recurring donations.
-Increase donor interest and awareness.
-Strengthen donor trust and encourage first-time donations.
-Improve conversion rates and fundraising success.
-Enhance transparency and communication to build donor relationships.
-Foster long-term donor retention and advocacy.
Define Problem
Problem Statement
The current Girl Effect website lacks clear navigation, engaging storytelling, and a seamless donation experience, making it difficult for donors to contribute with confidence and for beneficiaries to access valuable resources.
Site Map
Restructure
Site Map
Restructure
Colour
Low Fidelity
Testing
-Preference Testing
5 participants review multiple design sketches and provide feedback on their preferred layout and structure. This method is ideal for early-stage validation.
V1
v2
v3
v4
After refining the paper sketches, we did the Low-fidelity wireframes which focused on testing layout structure, content placement, and navigation clarity.
Low Fidelity
Wireframe
Testing Method – Wireframe Testing
5 participants evaluate the structure, layout, and information hierarchy without focusing on visual design. The goal is to gather feedback on content arrangement, navigation flow, and potential improvements before moving to a higher fidelity designs.
Mid fidelity
At the mid-fidelity stage, testing helps validate the usability and functionality of the design before adding visual details. It ensures the layout, navigation flow, and interaction elements align with user expectations, reducing major revisions later.
Testing Method – Usability Testing
Users interact with the prototype to identify usability issues, navigation friction, and areas for improvement. This method ensures the design is intuitive and aligns with user needs before moving to high-fidelity refinement.
We create high-fidelity designs to simulate the final user experience with accurate visuals, interactions, and content, helping to identify usability issues
High fidelity
Home Page
Donate Page
Testing Method –
Usability Testing
The goal is to to observe how our participants interact with the interface and validate the design functionality, accessibility, and clarity.
Showcasing a Style Guide & Components highlights to create consistent, scalable, and developer-friendly UI systems using Figma.
Style guide & Components
Final Design
The final design, refined after usability testing, ensures an optimized and user-centric experience.
This project involves conducting a comprehensive UX audit to evaluate the accessibility, usability, and overall effectiveness of the website. Through in-depth analysis, we will identify pain points, navigation challenges, and areas for improvement. The insights gained will inform a strategic redesign focused on seamless navigation, intuitive interactions, and adherence to accessibility standards, ensuring an inclusive and optimized user experience.
Thank you
De Montfort University
MA Design innovation & management
ADHP5203 – UX/UI Design [Level 7]
Academic Year 2024-25
Balogun Christopher
Digital Designer
Samdanielraj
Product Designer / UX-UI