The production of animal-sourced meals via cell culture is known as cellular agriculture. Cellular Agriculture is a non profit organisation with mission of improving human health and Building resilient food systems in Australia.
My team have an exciting opportunity to work with Cellular Agriculture Australia for our final project at General Assembly.
This project would not have been possible without
my team members,
Cheryl Yew, Phoebe Knechtel, Amirah Noorhisham
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To understand my user needs and problems and to validate what was mentioned in the brief.
We gathered our data from 4 research methods.
The interview was conduced on 3 types of User groups.
1. Spent time scrolling on
homepage to find CAA’s
mission statement.
2. “What we do” section on
homepage, user experienced
heavy scrolling.
3. Hover over “About”and often
clicked on “What is cell ag”
1. Found job listings and the contact directory and associated these with resources CAA offers.
1. Often scrolled on hompage to find donate button
2. Able to donate but took time to find the button
3. Overlooked the “donate” button on the header
The interview was conduced on 3 types of User groups.
Data from google analytics was analysed.
4 Things user need
Analysis was conducted for the Navigation and the Donation page.
CAA’s navigation is missing relevant sections and/or pages about the organisation and the work they do.
CAA’s navigation should be reorganised following the three proposed themes. Inspiration can be drawn from the trends and observations on how other navigations are structured.
Main sections should be renamed according to the respective theme.
Information around the cause and the ways in which the donation will be utilised promotes transparency and trust
Intentional usage of labels and buttons to signify and afford users of next steps allows for a more delightful user experience
First prototype release
The findings from the usability testing was added for areas to improve before the final prototype solution.
1. Taxonomy
Change "Join CAA" category to "Join Us"
Relabel "Timeframe" on "Volunteer with us" page to "Availability" and "Availability" to "Commitment".
2. Hierarchy
Change order of "How we use your contribution" section on
"Donation" page to "Why you should donate" and
"Our Impact"
“What we do” section to be placed higher on the
“Who we are” page.
3. Content
Change “What you can do” section on homepage to include “Donate”.
With our insights we proposed the solution and templates for mobile and laptop. The Laptop prototype is available for viewing.
On the pages, there are two things we have modified, one is the order of the pages and the other is the taxonomy of
the words.
We proposed 3 types of templates for CAA and this template is guided by the content strategy we have set in place.
1) Desktop
4 Types of template
2) Tablet - Responsive
3) Mobile - Responsive
A splash banner is introduced to the homepage to give user an idea that the organisation is both welcoming and exciting things is happening. The banner also serve to draw attention to the messaging of CAA.
To create interest and afford user a more concise and less cluttered way of viewing the website, we introduced 4 types of information cards.
The donate page user flow and the donation form option is redesign.
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