BRAC
Website Redesign
2023
Initial Story
Growing up in an underdeveloped country, I’ve been surrounded by the harsh realities of poverty and hunger. Witnessing high-potential individuals abandon their dreams due to extreme poverty has been particularly disheartening.
Driven by a desire to make a difference, I’ve chosen to leverage my skills in a meaningful way. Redesigning the website of BRAC, Bangladesh's most prominent NGO and the world's largest, seemed like a powerful way to make a difference. A user-friendly website can connect BRAC with more supporters and resources, ultimately helping even more people achieve their dreams.
BRAC
BRAC is an international development organization founded in Bangladesh in 1972 that partners with over 100 million people living with inequality and poverty to create opportunities to realize human potential.
They work with communities in marginalized situations, hard-to-reach areas, and post-disaster settings across Asia and Africa, with a particular focus on women and children.
They have been recognized as the number one development organization in the world for multiple consecutive years by the Geneva-based independent media organization, NGO Advisor.
Non Governmental Organizations (NGO)
A non-governmental organization is a group that functions independently of any government to improve social conditions. They are typically non-profit organizations and are established on community, national, and international levels to serve a social or political goal such as a humanitarian cause or the protection of the environment
Source: Volunteers.org (The Global Journal, John Hopkins University, Walden University)
My Research On Other NGOs (Competitive Analysis)
To gain a broader perspective on NGO websites, I analyzed two additional sites that serve purposes closely aligned with BRAC’s mission.
My Research On Potential Donors
To understand the needs of BRAC's potential donors, I interviewed 4 individuals with a history of donating to NGOs.
I then categorized the key takeaways from these interviews into three themes: actions (what users do), thoughts (what users think), and feelings (how users feel).
See the full User Research here
Creating A New Information Architecture
Building on my research, I've made minor adjustments to the BRAC homepage sitemap to enhance user experience.
Usability Testing
During usability testing with three potential users on the existing BRAC website, I identified the following areas for improvement:
Headline Text Clarity: Headlines can not be seen clearly.
Accessibility Tab Confusion: The accessibility tab can not be easily understood.
Donation Section Effectiveness: The donation section lacks elements that inspire trust and encourage user engagement.
See the full Usability Testing here
Final Design
Informed by my research findings and user feedback, I embarked on redesigning the BRAC homepage.
Extra Sections
According to research insights, I also made some extra sections to make the home page more user-friendly
Statistics Presentation: To enhance user trust and visibility, I incorporated key statistics showcasing BRAC's work directly on the homepage, rather than burying them within a dedicated section
Donation Emphasis: I prioritized user engagement by creating a dedicated donation section, replacing the previous call to action (CTA) for a more impactful approach.
Final Outcome
Following the redesign, I conducted a final usability test with the same participants. Their satisfaction level increased by an average of 18.33%.
See the Final Usability Testing here
