This project focused on optimizing the ReWorld website to better communicate the organization's mission and engage its target audience. My task was to conduct a comprehensive research analysis to identify how the website could effectively highlight ReWorld’s efforts, establish credibility, and address potential skepticism around carbon credits. By understanding the target audience—environmentally conscious individuals aged 30 and above with the capacity to donate and network—I developed insights and recommendations to enhance the website's engagement, transparency, and user experience. The final outcome included a detailed research report and a pitch presentation to guide ReWorld in refining their digital presence and driving greater support for their mission.
My role
User Researcher
Timeline
April - June 2024
Platform
Website
Client
ReWorld
_Background
Their approach involves raising funds from both individuals and corporations to support the restoration of specific rainforest areas. Through an interactive map, every donor can directly witness the impact of their contribution by tracking the saved rainforest areas. In collaboration with Proyecto Titi, a respected Colombian Conservation nonprofit with a 35-year history, ReWorld directs donations toward acquiring and conserving threatened lands. Their immediate goal is to secure 956 acres of Colombian tropical forest in Santa Helena, a vital biodiversity hotspot.
Prudhvi Dharmana
Founder
Dana Frugate
Head of Content
_Impact
By addressing the challenges identified in the research, ReWorld can expect to see higher engagement rates and conversion rates among potential donors, leading to increased financial support for their conservation efforts.
_Stakeholder Interview
These conversations provided valuable insights into the organization's mission, the importance of transparency in reporting, and the need to build credibility around their carbon credit initiatives. The stakeholders emphasized the need to engage a diverse audience, address skepticism head-on, and ensure that the website serves as a powerful tool for both fundraising and networking.
A photo from my Zoom meeting with the stakeholder
Stakeholder interview questions and notes document
_Research Plan
I initially created a comprehensive research plan to guide the project, outlining the methods and timeline for gathering insights. However, as the project progressed, adjustments were necessary. I adapted the research methods based on emerging needs, and the timeline shifted slightly due to a longer-than-expected recruitment process. Despite these changes, the core research objectives remained consistent throughout, ensuring that the project stayed focused on optimizing the ReWorld website to better engage its audience and convey its mission effectively.
_Research Objectives
I struggled with defining the project scope initially. I reached out to my mentor and discussed how I should approach a broad problem. After that, I concluded with 2 main objectives that I think will have the greatest impact on the organization.
1
Understand how ReWorld can enhance visibility, credibility and engagement on their digital platforms
1.1
How might we prove the value of the organization?
1.2
How might we increase transparency and effectiveness in showcasing the impact of donations?
2
Understand how ReWorld can improve user engagement on their website.
2.1
How might we improve the website’s information architecture?
2.2
How might we increase the conversion rate of donations?
_Research Methodologies
I relied on secondary research and surveys to identify potential donors' preferences in choosing a non-profit. On the qualitative side, I conducted user interviews and usability testing to uncover deeper insights into user experiences. The combination of these methods allowed me to gather valuable data to inform my recommendations for optimizing ReWorld's website.
Limitations
Limited timeframe
Small sample size
No ReWorld previous donors
Participants
Age: 25-60
Had prior experience donating to or volunteering for non-profit organizations
_Key Findings for Objective 1
Potential donors place a high value on transparency and want to see clear, detailed reports on how their contributions are making an impact. This finding underscores the need for ReWorld to prominently feature progress updates and success stories on the website.
Users expressed a desire for a more streamlined and intuitive website navigation that quickly guides them to relevant information.
Credibility emerged as a significant factor, with participants indicating that third-party endorsements and clear explanations of ReWorld’s carbon credit initiatives would increase their trust and likelihood to donate.
_Reccommendations for Objective 1
Based on the research findings, I recommended different content and communication strategies on their website and social media platforms. This will address the problem that ReWorld need to increase transparency and effectiveness in their communications.
ReWorld’s social media accounts
_Key Findings for Objective 2
Particularly in how users navigate and locate key information. Through user interviews and usability testing, it became evident that users struggle to find the necessary details to make informed donation decisions. Both the map-based donation process and the standard donation page posed challenges, with users expressing confusion over the map's interface and frustration with the lack of clarity on how their donations are utilized.
It says 100% of the money goes to the project, but it doesn't specify which part.
- Marian
“
_A Change Of Plan
I initially planned to redesign the entire website and conduct A/B testing to evaluate the changes. However, as the project progressed, it became clear that critical information was still missing, which necessitated a shift in my approach. To gain a deeper understanding of user behavior, I decided to focus on tree testing and card sorting.
_Card Sorting
This provided insights into users expectations for the website's structure. By analyzing the results, I identified patterns in how users thought content should be organized, which directly informed the creation of a new navigation structure.
_Tree testings
I conducted tree testing with 20 participants to assess how easily they could find key information on the ReWorld website. The results showed significant improvements in user navigation. These outcomes indicate that the redesigned navigation is more intuitive, allowing users to locate important information with greater ease and efficiency, thereby enhancing their overall experience on the website.
_Recommendations for Objective 2
The proposed structure groups related content in a way that aligns with user expectations, making it easier for them to find the information they need. This new navigation plan aims to streamline the user experience, reduce confusion, and guide visitors more effectively through the donation process. By organizing content logically and intuitively, this structure is expected to improve overall user satisfaction and increase the likelihood of successful conversions.
_Final Research Report
This presentation was a critical step in aligning the research outcomes with ReWorld's strategic goals, ensuring that the proposed solutions were both actionable and aligned with the organization's mission. The stakeholder's feedback was positive, and the findings will serve as a foundation for the next phases of the project.
Research Report
A photo from my research presentation with the stakeholder on Zoom
_Feedback
“Thank you. This is pretty good. I really liked all your recommendations on the website and the the navigation. We wanted to change that for a while, but we didn't know of an easy way. This is really specific.”
Prudhvi Dharmana
Founder, ReWorld
“Your presentation was professional and polished, but still approachable and light which will go a long way to building rapport and credibility with your stakeholders. You also did a great job of clearly communicating your research findings, explaining the implications of those findings, and then connecting them directly to a set of actionable recommendations”
Natalie Troxel
Senior User Research Manager, Kajabi
UX Mentor, Harness Project
_Takeaways
I learned the importance of being adaptable and open to changes in the project plan. When initial strategies didn’t pan out as expected, I adjusted my approach to still achieve meaningful results.
The project reinforced the value of iterative learning—continuously gathering feedback, testing ideas, and refining solutions based on real-world insights.
