World Vision

Background

I worked for World Vision Australia in their website optimisation team in 2017 and 2018. During my time there I helped the team achieve the highest performing World Vision website internationally in terms of donations taken per unique visitor. Furthermore we'd optimised the website so well that other international World Visions sites would seek our advice on what works and how to implement it.

Here are some of the initiatives I worked on during my time at World Vision.

40 Hour Famine

The 40 Hour Famine is vitally important in reaching a younger demographic and extolling the virtues of advocacy and activism in young Australians. I am proud to have worked on the 2017 and 2018 campaigns which marked a shift in the history of ‘40HF’ (as we fondly refer to it). As lead designer I handled all of the customer facing digital designs, in particular the functionality of the 40HF countdown web-app and the website.

We wanted to treat the old concept of giving up food for 40 hours with new, fresh, respectful, engaging and current aspect to arrest the decline of the iconic annual event.

Our team identified that refugees and displacement were global issues that resonated strongly with youth in Australia. Based on this, we developed a mobile-application experience which, centered on a countdown timer, fed challenges which sought to simulate the journey of a refugee fleeing their home.

What we achieved was huge engagement in the registered audience (32% increase in sign-ups for website visitors), enormous amounts of user generated content (8 times as many social media posts as previous years) and we received universally positive feedback from participating young people and their school teachers and youth leaders (Net promoter score of +94). Most importantly, active participants were so enthusiastic they were organically sharing their experiences on social media.

Child Sponsorship digital experience optimisation

Child sponsorship is the flagship supporter offering of World Vision Australia (WVA). It is synonymous with and indelibly linked to the World Vision brand. Over 200,000 Australians are active child sponsors and this offering makes up 87% of WVA’s mass revenue.

The selector on the WVA website is crucially important in introducing the concepts of sponsorship, community & child development and supporter experience to potential new sponsors. The period of consideration for new child sponsors is, on average, around 6 months.

Our objective was to optimise and improve the functionality of the ‘child selector’ page in order to generate a positive and fulfilling experience for people looking to make a connection with, and then eventually sponsor a child through World Vision Australia.

Tests were developed and vetted using a robust process of design thinking sessions, prototyping and analytical observation. A 23% increase in conversion rate was achieved – We attributed this to offering up a clear value proposition to sponsors, presenting educational content in an effective way, and improving the interface and portal registration experience.

General donations optimisation

Donations of a general nature represent a significant portion of revenue for the organisation. My team has done and is continuing to do extensive work improving and optimising how the website offers this to supporters.

Our objective was to optimise and improve the functionality of the ‘general donations’ page in order to generate an efficient donor experience. We also seek to understand what information helps uncertain potential supporters in making a decision to donate to World Vision Australia.

One example hypothesis, which lead to a significant result was that – We believe that splitting the donation widget into a series of steps and not preselecting fields will:

• Result in more consideration for a World Vision pledge.
• Make it easier for users to use the donation widget.

We will know this to be true when we see an increase in the % of users who select monthly when completing a general donation or an improved conversion rate.

We observed a sustainable conversion rate increase in this instance of 18.7%, hence this new element design was implemented as the new standard. Further, more users elected to pledge monthly rather than once – An enormous improvement for the organisation.