Artscape

A website redesign of Artscape's website to attract more donations.

Role: UX Researcher and Designer

Team: Renate Danhoundo, Stefany Francoeur, Sarah Jane & Rosemary Joseph

Tools: Figma, Otter.ai

Duration: 2 weeks (Part-time)

View Prototype

The Problem Space

Artscape is a non profit organization that has a mission to make space for creativity and transform communities. We found the following during our research:

Donations to charities decreased by 44.5% in 2022
High demand persists for charitable services
Toronto artists, affected by pandemic-related income loss, seek charitable support for business and studio space.
Reduced giving to charities due to cautious spending by potential donors in post-pandemic economic conditions.

Secondary Research

44.5%

decrease in gifts from individuals

31.5%

of charities raised fewer funds in 2022

20%

of Canadians planned to reduce their giving in 2022

How might we we help donors see how their contributions can benefit the Canadian creative community in order to motivate them to support Artscape's initiatives?

Interview Insights

We interviewed 5 Canadian participants who are arts patrons and all like to contribute to good causes.

5/5 interviewees said they are motivated to donate to causes they are passionate about
3/5 said they want to know where their donations are being allocated
5/5 said they want to make sure their contributions are supporting a cause that actually has impact on community and culture

Chosen Insight

All users said they want to make sure their contributions are supporting a cause that actually has impact on community and culture.

Persona

Based on our interview insights and finding we created Ebenezer our persona.

Redesign

What's changed:

Added an initiatives tab to better show Artscape's main value proposition
Added a section to empower the donors to choose where their donation goes
Added progress trackers towards fundraising goals and how the money is spent to increase transparency and confidence with donors
Added a section to cultivate a supportive creative community that shows the impact of contributions to the overall fundraising goal

Current Design

View Current Website

Redesign

View Redesign