Redesigning the website to enhance user experience and online donation conversions

THE SICK CHILDRENS TRUST

OVERVIEW

The Sick Children's Trust provides "Homes from Home," offering families of hospitalized children welcoming accommodations close to the hospital. Beyond just providing a place to stay, they support families during difficult times, easing financial burdens and supporting mental well-being. Without their services, families would face long travels, uncomfortable stays, or costly hotel bills. With ten locations across England, including London, Cambridge, Leeds, Sheffield, and Newcastle, they ensure families from all over the UK can stay near their sick children.

The objective was to improve the current experience by solving user issues and updating the user interface in order to draw in more potential donations and raise the donation conversion rate.
CLIENT
The Sick Children's Trust
ROLE
UX & UI Design
DATE
July 2022 - August 2022

01

Updated Header & Landing Page

While keeping the brand image, the updated header now boasts a refined color scheme with softened hues, reducing visual strain and drawing focus to key navigational elements. The logo and menu items have been reorganized for intuitive access, promoting a more user-friendly environment. By employing subtle adjustments, such as dimming the brightness of the background image, the design minimizes distraction, allowing the call-to-action message to resonate more clearly with site visitors. These changes collectively work to ensure that the website remains welcoming while facilitating a seamless journey for those looking to support the cause.

02

Inspired to Act? Donate Now

After immersing in the heartfelt stories and testimonials that capture the profound impact of The Sick Children’s Trust, users will find a seamlessly integrated donation section at the bottom of the homepage. This strategic placement ensures that the momentum of compassion is met with immediate action. The ‘Donate Now’ feature is thoughtfully designed to be a natural next step for users moved by the narratives of hope and resilience, providing them with a simple and quick way to contribute to the cause and make a tangible difference.

03

Donate Today

By expanding the donation options to include the ability to leave a legacy through a will and the choice to donate physical products, the updated donation page taps into different donor preferences and capacities. This inclusivity caters to those who might not be able to contribute financially but can offer goods, and to those who wish to make a long-term impact through a bequest. These additional avenues not only provide more ways to support the cause but also encourage repeat engagement. By aligning with various donor inclinations, the conversion rate for donations is likely to increase as the page now speaks to a broader audience, offering multiple ways to contribute to the well-being of sick children.
OUTCOMES
Redesigned header offers a user-friendly interface with a intuitive layout, ensuring a seamless and engaging experience for supporters seeking to connect and contribute to the cause.

'Donate Now' section at the bottom of the homepage offers a straightforward opportunity for users touched by stories of hope to immediately act on their compassion and support the cause.

New options for bequests and product giving cater to diverse donor abilities and preferences, promising to boost engagement and conversion by offering varied ways to contribute to children's well-being.

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TAKEAWAYS
Working on The Sick Children’s Trust project was a rewarding experience that allowed me to channel my skills towards a noble cause. It taught me how to adapt and apply my expertise to an established brand, enhancing their service delivery and contributing to a greater impact.


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