#GivingTuesday had a familiar problem: a lot of good information to share and multiple audiences who are visiting their website for different reasons. Organization and clear pathways were critical to creating a successful and user-friendly site.
We started with developing a deep understanding of what each audience needed in order to have a good experience with the website. As information was laid out, we built the pathways and calls-to-action so each user journey was quick to access and easy to understand. Our litmus test was repeated with each step of design, asking ourselves if this element (content, CTA, path, effect, etc.) feels inviting, engaging and encourage the user to participate?
Together our teams agreed that in order for the #GivingTuesday movement to grow, people needed to see and feel the impact of the movement. Using real imagery supplied by participating individuals and organizations throughout the globe was key, as was presenting the facts and statistics in an engaging format. The hashtag, #GivingTuesday, is the heart of the conversation - where most people were engaging in sharing their own involvement on social media - and was incorporated throughout the site often.