A proposed redesign of the UCLA health website's "Donation" section with an eye towards improving the user experience.

1. UCLA Health System
Giving Section Redesign
Andrew Kaufman / andy2001@gmail.com
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2. Current Giving Experience
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6. User Interview Insights
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7. • Hard to find information on giving to specific departments or
causes
• No clear “Call to Action” for how to donate
• The online donation form is confusing, cumbersome and generic
• Doesn't do a good job communicating the benefits and impact of
donating to the UCLA health system
• Doesn't address the needs of people who don’t feel comfortable
donating online
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8. User Personas
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9. Walter F. Williams
Age: 73
Home: Bel Air, Los Angeles
Personal Wealth: $10 million
Status: Married
Kids: 2 Children, 3 Grandchildren
Education: College Degree
Occupation: Retired
Computer Skills: Novice
Mr. Murphy recently retired from his job as the head of a multi-national corporation. After 30+ years in
the industry he has amassed a considerable fortune and has been looking for ways to give back to
organizations that he believes are doing good work in the field of health care, due in part to a cancer
scare he had a few years ago. He is happily married, with two children and three grandchildren. Since
his focus has been primarily on business for most of his life, he doesn’t know a lot about charitable
giving or what his options are.
High Level Goals: Specific Goals:
• Wants to make sure that his donation goes to an • Find out which other well known people have
institution that is highly regarded and has a certain donated to the UCLA health system.
amount of cache among his social circle.
• Learn about the different causes or departments
• Wants to feel good about where his donation is that he could possibly donate to.
going and make sure that it is a cause he believes
in. • Talk to a UCLA rep over the phone or in person
about the possibility of donating.
• Wants some sort of name recognition to go along
with his gift (i.e. a wing named after him or a • Learn about the various options he has for giving.
plaque).
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10. Nancy Kwan
Age: 32
Home: Brentwood, California
Income: $100k/year
Status: Single
Kids: None
Education: Graduate Degree
Occupation: Lawyer
Computer Skills: Advanced
Ms. Kwan is an associate at a law firm in Los Angeles where she works 60+ hour weeks and earns close
to $100k a year. Raised in the LA area, she got her undergraduate degree at UCLA and then went on to
get her law degree from Harvard. Recently she received treatment at Jules Stein eye institute at UCLA
for an eye condition that both she and her mother share. Her positive experience while being treated
there (as well as the knowledge that her mom is also a patient there) has motivated her to make a
donation to the eye institute to help them continue to offer great care.
High Level Goals: Specific Goals:
• To donate money specifically to the Jules Stein • Wants to find out where she can give directly
eye institute. to the Jules Stein institute online.
• Being a busy professional, she doesn’t want to • Wants to be able to donate the money quickly
have to spend a lot of time going through and with as little paperwork and time spent as
paperwork or meeting with a representative. possible.
• Wants to make sure that her mother receives
the same level of care that she did.
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11. Deborah Martinez
Age: 48
Home: San Pedro, California
Income: $75k/year
Status: Married
Kids: 1 Child
Education: Graduate Degree
Occupation: Middle School Principal
Computer Skills: Intermediate
Mrs. Martinez is a Middle School Principal living and working in San Pedro, California. She recently lost
her brother to AIDS and is looking to set up an endowment or memorial in his name at the UCLA health
department where he was treated. While she knows that she wants to make a donation in his name, she
isn’t sure whether she wants it to take the form of a physical memorial (i.e. bench with his name on it),
an endowment (for continued AIDS research) or just a tribute gift.
Specific Goals:
High Level Goals:
• Learn more about the various options UCLA
• To set up a memorial or endowment in her offers for creating endowments, memorials or
brother’s name. tributes.
• To make sure that she is involved in the • Find contact information for someone at UCLA
who can help guide her through the process of
process of setting up the memorial and that it
setting up the memorial.
honors her brother in a way that she can feel
good about. • Find examples of other memorials or
endowments that have been set up at UCLA
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12. Jim Reynolds
Age: 56
Home: Encino, California
Income: $150k/year
Status: Married
Kids: 2 Children
Education: Graduate Degree
Occupation: Small Business Owner
Computer Skills: Intermediate
Mr. Reynolds is a successful small business owner who wants to make a gift to UCLA. While he cares
about helping the hospital, he is also concerned about the tax benefits that he can get by deducting the
amount of his gift from his taxable income. His wife received successful cancer treatment at the
hospital a few years ago which is why he’s chosen to donate to UCLA instead of another charity.
High Level Goals: Specific Goals:
• To make a donation to the UCLA health • To find specific information on the tax
system benefits of making a donation to UCLA.
• To get a tax deduction as a result of his • To figure out how what he needs to do in
charitable donation order to make that donation and get the
benefits
•To actually make the donation
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13. Primary Persona
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14. Site Business Objectives Related User Goals
Improve click-through rates in Find the information he’s looking
the “Giving” funnel for on charitable giving
Increase conversion rates of Verify that UCLA is a well
people visiting the “Giving” respected institution worth
section giving to
Increase the average Make sure that his money is
amount of money that each going to a cause he feels
donor gives strongly about
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15. Initial Mockups
(and basic user flows)
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21. Initial Designs
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