How Did I Transform the User Experience for The Donovan's Venom Campaigns with Targeted Landing Pages?
What Was the Scope and Impact of the Project?
Duration
June 2024- Aug 2024
(8 weeks)
Team
5 Designers
3 Developers
2 Marketting Experts
2 Ad Experts
Role
UX Designer
What did I do?
Wireframing
High-Fidelity Design
Developer Handoff
What Campaigns Was the Organization Focused On?​
Sight Reading Scholarship Campaign
Guitar Scholarship Campaign​
Online Music Lessons Program
Vocal Scholarship Campaign
Donor Acquisition Campaign
Volunteer Acquisition Campaign
Piano Scholarship Campaign​
Music Games Campaign
Brand Awareness Campaign
Book Sales Campaign
Which Campaign Featured My Landing Page Designs?
The campaign I worked on was the Donor Acquisition Campaign. This nonprofit organization aimed to secure donations to support its mission of bringing music and arts education to underserved communities. My role was to design a landing page that effectively engaged potential donors and contributed to achieving the campaign’s goals. I developed four distinct designs, each tailored to resonate with different donor personas, enhancing the campaign’s overall impact.
What Were the Organization's Key Goals?
Enhance Engagement
for Donations
Tailored Content for Audience Growth
Strategic Design for Visibility
Optimized Traffic via Targeted Ads
How Did I Analyze and Utilize Market Research?
A competitive analysis was conducted to explore payment options and how donation websites ensure legitimacy. This research focused on addressing concerns about fake donations and determining what information should be presented upfront to build trust. These insights informed our approach to designing a secure and transparent landing page for donor acquisition.
They used compelling headlines and varied CTAs like "Give a One-Time Donation," offering multiple payment options to cater to different donor preferences.
Their approach included impactful headlines and detailed subtitles, with CTAs such as "Donate" and "Start a Fundraiser" to engage both individual and corporate donors.
They emphasized motivational headlines and predefined donation levels, providing options for recurring donations and CTAs to maintain donor engagement.
How Did I Use the Data to Shape Our Approach?
Competitor websites were studied to understand effective visual designs.
Competitors' communication strategies were analyzed based on marketing insights.
Reviewed the layout and structure of competitor sites to identify best practices.​
Collaborated with marketing experts to incorporate their insights into our approach.
Who Were the Key Donors I Designed For?
Linda Spencer
68 years
Occupation:
Retired elementary school teacher
Traits: Community-driven, passionate about education
Goals: Give back through donations to support music education
Pain Points: Wants assurance that her donations will truly make a difference
David Russ
45 years
Occupation:
Freelance Musician and teacher
Traits: Creative, engaged in the local music scene
Goals: Support music education and young musicians
Pain Points: Limited disposable income for large donations
Jane Blink
38 years
Occupation:
Corporate Social Manager
Traits: Strategic, focused on community impact
Goals: Align corporate philanthropy with meaningful causes
Pain Points: Requires clear value alignment and measurable outcomes
Why Tailor Landing Pages for Different Personas?
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Different ages and occupations mean varied preferences in design and content.
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Retirees may need larger text and simpler navigation, while younger personas prefer interactivity.
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Corporate donors require a professional, data-driven approach.
So How Do These Landing Pages Actually Work?
What Does the Brand Guide Include?
What Do the Final Landing Page Designs Look Like?
1.
Standard Landing Page Design
2.
Retiree (65+) Landing Page Design
3.
Freelancer (45 yrs) Landing Page Design
4.
Corporate Donor Landing Page Design
What happened after handing off the designs?
Well, once they were developed, I jumped into QA testing to catch any hiccups and ensure everything was polished before sending them back!
What Did I Learn from This Project?
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Understood how personas engage with digital designs.
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Tailored design elements to improve user experience.
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Worked closely with developers, marketers, and designers.
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Experienced design evolution during development.
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Embraced continuous adjustments for better outcomes.
I hope you had as much fun exploring this project as I did bringing it to life! 🎉