The American Heart Association is one of the leading Nonprofit institutions for education and research on heart disease and stroke in the world. Like most large nonprofits, American Heart Association’s online donation site has become an increasingly vital part of the organization and they realize the need to understand how well their visitors are able to use the online donation process.
In the summer of 2005, American Heart Association management became concerned about the percentage of site visitors entering the online donation section and not completing the donation process. This concern, combined with the prospect of potential donors being financially drained by the unusually large number of events calling for charitable contributions for disaster relief throughout the year led American Heart Association to investigate how the site was being used and look for ways to improve the design and functionality based upon user research. After completing web analytics the American Heart Association contacted Usability Sciences Corporation for a solution.
In order to address the problem, American Heart Association and Usability Sciences collaborated to design a research project with the following objectives:
Based upon the objectives of the online donation research project, Usability Sciences recommended a two-phase approach, combining two proven methodologies. These phases consist of:
Phase 1: Online Research
Phase 1 used Usability Sciences’ Attitudinal Analytics service, driven by a proprietary data collection and analysis technology called WebIQ, to conduct online research. The findings from this phase would identify the most problematic areas of the online donation process and identify the profile of online donors. These findings would be used to redesign the donation site to fix the areas of failure and capitalize on the successes as well as define the focus of the next phase, lab-based testing.
Phase 2: Lab-Based Usability Tests
Usability Sciences’ Lab-Based Usability Testing methodology was used in order to gain a depth of understanding on how users interact with the online donation section as well as validate design and functional changes in a prototype build from learnings gained from the use of WebIQ and other web analytics.
Findings from the Attitudinal Analytics research conducted for American Heart Association’s online donation process included:
American Heart Association Online Donation Project Results
Upon completion of the lab-based Usability Test, Usability Sciences documented the test findings with recommendations for changes to the American Heart Association online donation process, based on direct feedback from potential American Heart Association donors. Recommendations included:
American Heart Association’s implementation of the recommendations from the usability tests resulted in the following improvements:
Assess Root Cause of Problem Areas
Gain Greater Knowledge of User Experience Through Lab Based Interaction
Usability Sciences provides clients with insight and resolution to problems users have with their websites, software, or technology products. Usability Sciences has gathered insight into the user experience and has lead the way in usability for more than 18 years. Usability Sciences employs a combination of technologies, methodologies and skill sets to identify usability problems for clients across a wide range of industry segments, all over the world. For more information please Contact Us or call 972-550-1599.
The American Heart Association is a national voluntary health agency whose mission is to reduce disability and death from cardiovascular diseases and stroke. American Heart Association has been a champion of public health since it’s founding in 1924. The American Heart Association has continued to lead the way in heart research, as well as educating the public about health concerns. For further information visit www.americanheart.org.