Niku Dutta Niku Dutta
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ANNADA - Association for Nutrition & Development Action

ANNADA

ANNADA is an Indian section 8 not-for-profit organisation dedicated to the SDG goal of ZERO Hunger by leveraging innovative food solutions. The website aims to inform and engage users in ANNADA’s mission to create a Hunger Free & Nourished India.

Client: ANNADA / PLANET GROUP
Services: UI/UX, Prototype, User Research
Archived Site: rebrand.ly/annada

Brief

ANNADA aims to transform from a traditional NGO website to a modern, compelling, and intuitive platform. The new design focuses on strong messaging about malnutrition in India, driving more donations for their Angadwadi (courtyard shelter) development efforts.

The website needs to appeal to individual donors and corporate sponsors, encouraging contributions towards the Hunger-Free India mission and supporting mothers and children with nutritional food.

Objective

  1. Engage and Educate: Clearly communicate the impact of malnutrition in India and ANNADA’s efforts to combat it.
  2. Increase Donations: Streamline the donation process and create compelling calls-to-action to drive individual and corporate contributions.
  3. Corporate Engagement: Highlight opportunities and benefits for corporate sponsors.
  4. Showcase Impact: Use storytelling and visuals to showcase the impact of donations and the work being done in Angadwadis.

The website needs to appeal to individual donors and corporate sponsors, encouraging contributions towards the Hunger-Free India mission and supporting mothers and children with nutritional food.

Research & Insights

User Research

  • Conducted interviews with individual donors and corporate sponsors.
  • Analysed top-performing NGO websites in India and globally.
  • Studied user behaviour on existing ANNADA website using analytics tools.

Insights:

  1. Users found the previous design uninspiring and difficult to navigate.
  2. Corporate donors need more detailed impact reports and transparent fund usage.
  3. Individual donors look for quick, easy, and secure donation processes.
  4. Volunteers need clear information about how they can contribute and participate.

Affinity Diagram

Annada - Affinity Diagram

Categories:

  1. Donor Motivations: Majority felt a personal sense of fulfillment from donating. Many were motivated by a sense of duty to society. Some saw the financial advantages of donating.
  2. Donation Process: Users preferred a simple and quick donation process. High concern for data privacy and secure transactions. Demand for varied payment methods and recurring donations.
  3. Pain Points: Users struggled with finding information due to confusing layout. Clarity on fund usage and donation impact was often missing. Users wanted more relatable and visual content.
  4. Content & Messaging: Real-life stories and visual content were highly valued.
    Direct prompts encouraged users to take action. Heartfelt messages and testimonials were effective.
  5. Opportunities: Providing detailed reports and regular updates. Simplifying navigation and creating a user-friendly interface. Engaging a wider and younger audience through social platforms.
  6. UI Concerns: Need for a modern, engaging look. Importance of a cohesive visual identity. Ensuring accessibility across all devices.

User Journey Mapping

ANNADA User Journey Mapping
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Design Process

Process:

  1. Discovery: Stakeholder interviews, user research, and competitive analysis. Understanding user needs, pain points, and best practices.
  2. Ideation: Brainstorming sessions, creating wireframes and prototypes. Initial design concepts and user flows.
  3. Design: Developing high-fidelity mock-ups, incorporating feedback. Detailed and polished design ready for development.
  4. Development: Front-end and back-end development, integrating payment gateways. Functional and responsive website.
  5. Testing & Iteration: Conducting usability tests, collecting feedback, making improvements. Optimized design for user experience and performance.
  6. Launch: Deploying the website, monitoring performance, and making adjustments. Live website with continuous improvement.

Tools Used

  • UXPressia: For user journey mapping.
  • Figma: For wireframes, high-fidelity designs, and prototyping.
  • Miro: For affinity diagrams and user journey mapping.
  • Freeform: For rapid prototyping.

Implementation & Results

Implementation

  • Redesigned the website with a modern, clean aesthetic.
  • Simplified the navigation and donation process.
    Added detailed impact stories and transparent reporting sections.

Result

  • Achieved a 400% increase in website traffic.
  • Significantly improved conversion rates.
  • Enhanced user engagement and donation amounts.

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