Proefdiervrij 

How to improve the existing website of Proefdiervrij, with the goal of converting more people to donate?

Proefdiervrij
UX Research


How to improve the existing website of Proefdiervrij,
with the goal of converting more people to donate? 

Overview of Proefdiervrij.nl (video courtesy of Van Ons B.V.)

Scope

Proefdiervrij is the Dutch Society for the replacement of Animal-Testing.

The goal of the Dutch Society for the Replacement of Animal Testing is to replace animal experiments. They try to achieve this by stimulating the development of animal free research through positive collaboration with scientists, politicians and society.

Proefdiervrij contacted the team at Van Ons B.V. to think about ways to convert more people to donate through their website.

User Testing

One of the best ways to gain insights in the user experience of real users is by asking them! Therefore, before we started thinking of new ideas to improve the website ourselves, we conducted a Usability Test

A Usability Test only works well if you prepare simple tasks for the users and keep the focus on one task at a time. We prepared five tasks, converted them into questions and started the day of user testing with five real users!

User Testing at Happy Labs

User Testing at Happy Labs

During the User Testing we made use of Eye-Tracking (Image courtesy of HubSpot)

Low-hanging fruit

During a Usability Test, you collect a lot of data. This data is analyzed and the low-hanging fruit can be picked. It is useful to find the low-hanging fruit that will have the biggest impact on both the user and the organization.

A list of 38 insights has been gathered, we started with implementing the ones that would have the most impact.

Donate!

One of the insights gained during the Usability Test was that the initial user flow to make a donation is more complicated than both Proefdiervrij and we thought.  Luckily, with some minor tweaks we could improve the user experience on making a donation a lot!

Low-hanging fruit

During a Usability Test, you collect a lot of data. This data is analyzed and the low-hanging fruit can be picked. It is useful to find the low-hanging fruit that will have the biggest impact on both the user and the organization.

A list of 38 insights has been gathered, we started with implementing the ones that would have the most impact.

Donate!

One of the insights gained during the Usability Test was that the initial user flow to make a donation is more complicated than both Proefdiervrij and we thought.  Luckily, with some minor tweaks we could improve the user experience on making a donation a lot!

Want to know more? 

Drop me a line at hello@dokriek.com

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