The role of user interface in shaping up NPO websites

March 31, 2020 12:00 AM
  • UI/UX Image 01

Many organisations are finding it difficult to manage operations amidst the Coronavirus (COVID 19) pandemic and the nationwide lockdowns following it. NPOs especially may find it challenging to coordinate efforts, showcase activities, hold events, fundraisers, or even just connect with beneficiaries.

While being mindful of the scenario and the best practices that are being advised to the public by authorities to limit the spread of the COVID 19 virus, it is also important for NPOs to consider picking up their activities online and taking a deeper look at their digital properties.

Nonprofits often find themselves looking for the best ways to spread a message and get more hands on board for their cause. Below we list out different ways in which the User Interface (UI) / User Experience (UX) can change the momentum of online operations of an NPO.

Customer Acquisition and Engagement -

A well developed user experience and creative design are critical elements that define the usability of a digital property. Websites, apps etc; which have great UI/UX have been observed to have more customer retention and loyalty. In fact, studies show that 88% of online users do not return to a website that has bad response time and experience. Users are more likely to revisit a website that has great visuals, dynamic experience, and stability. Likewise with applications, users respond better to an app that has an attractive look and feel and is intuitive.

Cost Management -

A good application or a website can be developed at minimal costs these days. NPOs can even use readymade templates or designs and customize it by balancing aspects of UX/UI, ensuring simplicity, effectiveness, consistency, themed visuals or graphics, etc. This would not only attract new users to the site but also reduce our overhead costs on documentation, maintenance, updates, etc. In fact, 75% of people judge a website based on its overall design and functionalities. This could subsequently also increase website traffic and thereby generate better conversion rates (donations,volunteer sign-ups etc). 

Tested Usability - 

Usability tests are essential for NPOs to figure out if the navigation, flow and elements in a digital property are easy for their audience to use. Usability tests have to be done in a continuous improvement manner; ie; it has to be done in fixed intervals and any improvements identified have to be put in on a timely basis. This is important as 48% of users note that they feel frustrated navigating sites that have poor usability. Digital properties must also be tested across different devices and must be optimised for mobile.

Validate Product Idea and User Interaction -

A great UI/UX helps the organization convey their vision and mission clearly using various visuals, graphics, and interactive content. UI/UX helps organizations be understood better, as well as solve user-related queries and receive feedback. Around 60% of users have been noted to form an opinion about a brand after going through its digital properties and the content made available in it.

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