Client
RMHC Canada
Design Brief
Ronald McDonald House Charities (RMHC) is a respected organization dedicated to providing families with a place to stay together, close to the medical care their children need. RMHC.ca serves as the primary communication platform, linking Canadians to RMHC's mission and facilitating essential online donations across the country. The website refresh aims to enhance the online donation experience, increase awareness and understanding of RMHC’s mission, strengthen trust, and serve as a valuable resource for families seeking information about RMHC and its chapters throughout Canada.Solution
To initiate the process of optimizing the RMHC Canada website, I conducted a comprehensive audit by analyzing data from Google Analytics, which revealed three key observations and opportunities. First, the most frequently visited pages are the homepage, donation page, location finder, and specific fundraiser pages. How can we enhance the user experience and interface on these critical pages? Additionally, the site's architecture and navigation are overly complex, making it difficult for users to find the information they need. How can we simplify the structure to ensure ease of navigation and differentiate RMHC among other charities? Lastly, the homepage is cluttered with information, making it challenging to clearly convey what RMHC represents. How can we redesign the homepage using a storytelling approach to create a compelling first impression for users?Let's begin by exploring the core purpose of RMHC: Why does RMHC exist? How does RMHC make a difference, and what services does the organization provide?
Home
The homepage design employs a storytelling approach with bold headlines to guide users toward a deeper understanding of RMHC Canada's mission. The design is vibrant and visually engaging, with the animated yellow line adding a playful touch. The organic framing around the photos evokes a sense of warmth and childlike wonder, creating a welcoming and inviting atmosphere.Donation
The online donation process is designed with a step-by-step approach to minimize resistance and create a seamless experience. Information is thoughtfully organized, with clear connections between donation amounts and their impact. For instance, users are informed that a $168 donation provides a family with an overnight stay. Additionally, the form includes auto-fill functionality for address and e-card details, ensuring the donation process is as effortless as possible.Find a Location
The primary purpose of the "Find a Location" page is to enable users to quickly access the contact details for RMHC Houses and Family Rooms.Originally, the page featured a full-screen map of Canada, allowing users to click on specific provinces to view location details. While the map may have been visually appealing, it did not make the best use of visual space and ultimately increased search times.
To enhance the user experience, I carefully considered the two main types of users: those who know exactly what they are looking for, and those who are browsing. For the first group, I introduced a simple dropdown filter at the top of the page to expedite the search process. For users less familiar with RMHC, I added a brief introduction to the 16 Ronald McDonald House Programs and 18 Ronald McDonald Family Room Programs, helping them gain a better understanding of the organization. Without applying any filters, the page offers an infinite scroll, showcasing all RMHC locations.