UX/UI

CAMP KESEM

Project Overview

Camp Kesem is a non-profit organization which provides a free camp to children who have lost a parent to cancer, have a parent undergoing cancer treatment, or whose parent is a cancer survivor. They rely on their over 4,500 college volunteers to help run 105 camps in 40 states. Each year Camp Kesem is able to provide a free camp to over 7,000 children. Their website is one of the key tools used to generate donations from sponsors, inform parents about camps and get children signed up, and encourage passionate college student leaders to volunteer.

My Role

I worked with the CEO, marketing director, marketing team and the program director to design the homepage UX and UI for the website. I was also responsible for creating the corporate styleguide of all infographics and icons.

DISCOVER AND DEFINE THROUGH PROTO-PERSONAS

In working with the Kesem team I was able to gain insight of the 3 user groups. With the team I conducted an empathy mapping exercise and created three proto-personas based on the information and insight I was able to gain from the exercise. The 3 personas were all distinct with completely different motivations, needs, emotions and goals. We then prioritize the personas based on the business objectives.

USER FLOWS

For each persona I created the the user flows thinking about how each group would navigate the site differently. Based on the established persona needs, habits and motivations I determined the most likely scenarios or happy path.

SKETCHING AND WIRES

I created 6 initial sketch variations of the homepage layout and worked with the Kesem team to critique and iterate. After some review and iteration I used Freehand and Illustrator to create detailed annotated wireframes. The key here was to design, review and iterate until we had the correct blend of influential data, emotional imagery and catchy headlines.

MID FI

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Camp Kesem had colorful, inspiring imagery that I knew would generate an immediate emotional response from the user.

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One of the primary business objectives was to increase donations. The donate button was placed prominently and consistently to help meet this objective.

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Our research determined that corporate sponsors’ primary objective is to learn vital statistics about the depth and breath of the issue and understand how effective Camp Kesem is in helping to solve that issue. Statistics were designed and positioned to grab attention and address that user groups’ needs.

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Social confirmation, testimonials from all three user groups.

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In the mobile layout the blog feed, instagram and events were removed to prioritze for the most important features to meet the user groups’ needs.

PROTOTYPING AND TESTING

Using Invision to prototype I conducted 2 rounds of remote user testing sessions with 3 participants from each user group. After each round of testing I consolidated the findings and then iterated on the prototype.

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Colorful, inspiring imagery was use to generate an immediate emotional connection. I limited it to 1 powerful image to reduce load time and to prevent the user from becoming fixated on a slideshow.

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Interviews with the potential sponsors user group, revealed that one of the most important pieces of information they look to discover is how large the problem is and how effective the non profit is in providing a solution to the problem.

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Base on the user interviews and testing I changed the volunteer information info graphic.

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Interviews with corporate sponsors revealed one of their primary goals is learn how the non profit spends donated funds. Based on our testing we simplified this to an info graphic to more quickly transmit the data.

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User testing revealed that corporate sponsors were not easy to locate. I changed the size and location of sponsor logos to make them more prominent.

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This information was modified based on testing to de-prioritize and take up less real estate.

RESULTS

Since the launch of the new homepage design, online donations have increased 32%. This has enabled Camp Kesem to add an additional 12 camps. Camp volunteers have increase by 18%. The total number of children that attend Camp Kesem has gone up by 2100 campers.

The success of the project inspired the stakeholders to continue and conduct user research focusing on the parent user group and apply my finding and UX techniques to redesign the parent user experience.

32%

Increase to online donations