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Fields of Life

Fields of Life are a charity with offices in Ireland, UK and East Africa. They work throughout East Africa providing Water, Health and Education to one of the worlds poorest regions. We worked with Fields of Life to design and build a new content managed web platform with a focus on the donation experience.

http://fieldsoflife.org
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User Experience

User centered design approach

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We were really impressed with GCD and confident they could build a website to meet our needs from a design point of view as well as functionality. It is clear that GCD have a very talented team and nothing we asked for caused any concern; GCD were able to deliver a fully responsive, regionalised website with some fantastic new features which really help us to communicate who we are and give our supporters confidence in our work and where their money is going.

Katie Laverty

Marketing & Communications Officer

Starting with the user

As with all projects we began by focusing our attention on the Fields of Life users. Research exercises, data gathering, user personas and task analysis were all vital components of this UX centered project.

In an effort to try and tease out the different user types we interviewed key stakeholders, analysed as much data as we could get our hands on about donations and existing user behaviour and sent out user surveys to the target audience. Gathering all this information really informed the next stage of the process which was to outline the most important task workflows.

Designing a system of moving parts

A website is a system of component parts that relate to each other. We began stage 2 of our design process, the definition stage, by mapping out these components and identifying how they were linked. This meant we could cross-pollinate content through the site at the most effective point in the users journey.

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An emotive visual language

We took advantage of Fields of Life huge library of highly emotive photographs, which formed the basis of our design aesthetic. Alongside the powerful imagery we incorporated a strong, earthy colour palette and a typographical pairing of the fantastic ‘Trade Gothic’ for the body and ‘Peixe Frito’ for the headings.

Flexible Donation Platform

Without donations Fields of Life couldn’t exist. Our main goal was to provide a donation platform that was streamlined, frictionless and user friendly. Our previous experience developing solutions for the charity sector gave us a headstart and we built upon that knowledge by taking a fresh look at the good and bad of other donation platforms. We spent time prototyping possible solutions, iterating and user testing several versions until all the kinks were ironed out.

We loved working with Fields of Life on this project and we’re very proud of the end result. Early feedback from their stakeholders and users has been extremely positive. The bounce rate has decreased by 23% since launch and overall traffic is well on the rise.

If you’d like to work with us on a project like this then get in touch.