ACSAI - Interaction Design Final Project & Internship
ACSAI - Interaction Design Final Project & Internship
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ACSAI is a women-led nonprofit focused on child sexual abuse prevention. This study evaluates whether users can easily and confidently complete the donation process.
CONTEXT
CONTEXT
As a student of Prof. Dani's Interaction Design & Usability Testing and intern for ACSAI, I completed a solo capstone project.
ROLES
ROLES
Wireframing, Prototyping, Usability Testing, Formative Research, Design System, Heuristic Evaluation
TIMELINE
TIMELINE
15 weeks
Feb 2025 - May 2025
OVERVIEW
OVERVIEW
Analyzed ACSAI's donation workflow to uncover current pain points and enhance donation conversions.
Analyzed ACSAI's donation workflow to uncover current pain points and enhance donation conversions.
PROTOTYPING
PROTOTYPING
Starting with screenshots of the ACSAI website helped me lay the foundation. Future studies will aim to create mock ups with recommendations.
Starting with screenshots of the ACSAI website helped me lay the foundation. Future studies will aim to create mock ups with recommendations.
HEURISTIC EVALUATION
HEURISTIC EVALUATION
This Heuristic Evaluation builds the foundation in my ability to translate complex care-focused requirements into intuitive, impactful user experiences.
This Heuristic Evaluation builds the foundation in my ability to translate complex care-focused requirements into intuitive, impactful user experiences.
Test Plan
Test Plan
🎯Overview & Research Goals
🎯Overview & Research Goals
Overview:
Unmoderated usability test of ACSAI's donation flow to uncover pain points.
Goals:
Improve usability of ACSAI’s donation workflow.
Reduce user confusion and friction in form interactions.
Evaluate how difficult users perceive the donation process using SEQ.
Research Questions
Will users find the donation process easy to do?
What pain points exist in the current donation workflow?
How can the design be imroved to increase donor conversion?
🖥️Methodology & Participants
🖥️Methodology & Participants
Design:
Formative, one sample, remote usability test (desktop & mobile)
Format:
Unmoderated, Single-Ease Questionnaire (1-7 Scale)
Recruiting:
32 participants (mix of CGU students & CSUF students)
20+ years old with prior-online donation experience
Convenience & Snowballing method
*Recommended at least 7 participants to achieve a 95% confidence interval with at least a 1-point margin of error*
📊Analysis & Reporting
📊Analysis & Reporting
Quantitative: Task-success via mean SEQ score (95% Confidence Interval).
Qualitative: Thematic analysis of debrief comments
📋Tasks & Procedures
📋Tasks & Procedures
Tasks:
Locate "Donate" button.
Enter donation amount.
Submit donation.
Post-task SEQ & open-ended feedback.
Insights
Insights
QUANTITATIVE INSIGHTS
QUANTITATIVE INSIGHTS
Using the SEQ scale (1 = very difficult to 7 = very easy), thirty-two participants (n = 32) evaluated the live ACSAI website’s donation workflow, yielding a mean score of 6.16 (SD = 1.14; 95% CI [5.74, 6.57]).
This indicates a generally easy process with only minor issues uncovered via a find-and-fix approach.
QUALITATIVE INSIGHTS
QUALITATIVE INSIGHTS
Problem 1
Problem 1
66% of users had trouble locating the donate button.
66% of users had trouble locating the donate button.
This limitation hindered users from easily finding the donate button, making users search across the page and create frustration
Solution 1
Solution 1
Place the "Donate" button underneath the "Report It" button
Place the "Donate" button underneath the "Report It" button
This helps eradicate the necessity to search the menu and enhance efficiency.
Current homepage of ACSAI
Problem 2
Problem 2
31% found the donation page too text heavy or poorly structured.
31% found the donation page too text heavy or poorly structured.
This increased user's cognitive load on why their donations are important
This increased the likelihood of abandoning out of frustration.
Solution 1
Solution 1
Simplify the page with bullet points, visual hierarchy, and a cleaner layout to improve usability.
Simplify the page with bullet points, visual hierarchy, and a cleaner layout to improve usability.
Utilizing Miller's Law, chunking donor impact into bullet points limits working memory while helping mange donation information.
Current donate page.
Problem 3
Problem 3
22% wanted preset clear donation impact and more payment options
22% wanted preset clear donation impact and more payment options
This friction makes donors face decision fatigue and uncertainty about how their gift will be used.
Solution 3
Solution 3
Offer familiar payment options and show preset donations tied to specific outcomes.
Offer familiar payment options and show preset donations tied to specific outcomes.
Options like Apple Pay, PayPal, ACH, and other options increase website trust and donation completion.
Current payment screen.
POST-TEST USER FEEDBACK
POST-TEST USER FEEDBACK
My Reflections
My Reflections
Leverage quantitative SEQ feedback for specific improvements
Leverage quantitative SEQ feedback for specific improvements
By administering the SEQ scale to 32 participants, I was able to pinpoint and prioritize specific pain points—like dense text blocks and unclear donation impacts—that guided our next round of design refinements.
In the future, I hope to recruit more Nigerian participants, include competitive analysis, and A/B testing to gain more comprehensive insights for better design decisions.
Conduct moderated usability tests for Nigerian-based participants
Conduct moderated usability tests for Nigerian-based participants
After conducting this pilot study with American students, I hope to work with more participants from the target population of ACSAI to yield better internal validity.
Read more of my case studies below!
Read more of my case studies below!
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