Interaction and engagement on digital charity platforms

Project overview

This study explores how interface design influences user engagement and digital giving on charity platforms. Through qualitative research methods, we examined what motivates users to donate and which design elements enhance engagement. The study was conducted in collaboration with a Swedish charity organization, using one of their digital donation service as a case study.

Using semi-structured interviews and user testing, we identified key design principles that could improve donation experiences and encourage digital giving. The findings provide actionable recommendations for charities looking to optimize their digital presence.

My role and contributions

As a co-author of this thesis, I played a key role in:

• Planning and conducting user research through interviews and usability tests.

• Analyzing qualitative data and identifying patterns in user engagement.

• Evaluating and refining digital donation workflows based on user insights.

• Developing design recommendations for improved UX on charity platforms.

• Applying behavioral psychology theories (Theory of Planned Behavior) to analyze donation behavior.

  
  

Research process and UX methods

1. User research and data collection

To understand user motivations and barriers, we conducted:

• Conducted a literature review on user engagement in digital charity platforms, focusing on behavioral motivation, emotional impact, and UX design principles. The study was inspired by the Theory of Planned Behavior (TPB) and previous research on visual and structural design elements in digital giving.

• Planned and conducted a Future Workshop to explore user needs and co-create ideas for improving digital donation experiences.

• Performed semi-structured interviews with users and charity staff to gather insights into donation behavior and platform challenges.

• Usability testing of the chosen digital donation service to observe pain points in the user journey.

We focused on navigation, visual appeal, and emotional impact in digital giving, uncovering key factors that influence donation decisions.

2. Analysis and key findings

Using a thematic analysis, we identified:

• Visual elements (images, colors, text) significantly impact empathy and willingness to donate.

• Navigation and structure influence donation completion rates - clearer calls to action improve conversion.

• Transparency about donation impact increases trust and engagement.

• Users prefer personalized giving options but are hesitant to share donations on social media.

These insights formed the basis for our design recommendations, aimed at optimizing user experience and encouraging digital donations.

Thematic analysis

3. Design recommendations and impact

Based on our findings, we developed a list of UX best practices for digital charity platforms, including:

1. Improve accessibility and transparency of information

   Clearly communicate how donations are used and their impact through simple, concrete examples. This can reduce hesitation and reinforce a positive attitude toward giving.

   
   

2. Customize and personalize the donation experience

   Offer flexible donation options and the ability to add personal messages. This enhances user experience and perceived control, increasing engagement.

   
   

3. Incorporate visual elements and storytelling

   Use compelling visuals and success stories in digital campaigns to evoke emotions and engagement, reinforcing the impact of donations.

   
   

4. Enhance navigation and usability

   Ensure platforms are intuitive and easy to navigate, reducing technical barriers and increasing perceived control over the process.

   
   

5. Ensure responsive design and accessibility

   Optimize digital services for all devices and users, ensuring a seamless experience for a broader audience.

   
   

6. Provide clear communication and feedback

   Give immediate confirmation and feedback after donations to strengthen satisfaction and a sense of belonging, encouraging continued support.

These recommendations provide a framework for future UX improvements in digital charity platforms.

Key takeaways and learnings

• Bridging UX and psychology: I deepened my understanding of how design influences human behavior and decision-making.

• User research and Data analysis: Conducting interviews and analyzing qualitative data strengthened my UX research skills.

• UX Strategy and Design thinking: I developed actionable UX recommendations grounded in behavioral insights.

  
  

This project reinforced my passion for human-centered design and research-driven UX improvements, especially in the non-profit sector.