Dignity for the marginalized - Portfolio

DIGNITY FOR CHILDREN

Dignity for the marginalized

Our pro bono work to enable equal access to quality education and nutrition for the underserved

Background

overview

In order to reach out to the community to sustain Dignity’s cause, not only does the efficiency of its website need to be improved, but its story too had to be retold in a more positive light that resonates deeply with donors.

Appointed by Dignity, XIMNET was approached to retell Dignity’s brand story without sad and depressing visuals, using ones that bring out positive emotions instead of guilt while also ensuring the website will be quick to respond to communities’ needs with better CMS in order to roll out campaign and put up stories faster.

the client

Dignity for Children Foundation is a non-profit organization established in 1998 to provide holistic care and education for urban poor children in Kuala Lumpur, Malaysia.

Dignity currently serves over 1,700 children and youth aged 1-18 years. Apart from providing education, Dignity also initiated various transformational enterprises for students and underprivileged communities to excel in life. They are EatxDignity, BakeXDignity, SewXDignity, CutXDignity, ArtXDignity, WellnessXDignity and GrowXDignity.

challenges

One of the toughest challenges we faced for this revamp was to understand the psychology of donors. In the first place, why did donors choose to donate? What were the reasons behind those donations?

Our team had to brainstorm for campaign ideas that captures the hearts of donors, looking deep into the mindset of donors and reasons of the whys and whats in order to know how Dignity can continue to receive more donations.

With every campaign, there comes a need to update the website with its current happenings. We had to figure out how to design the back-end in such a way that non-technical Admins will find it easy to update the website.

our approach

One can only do so much with a template. As Dignity’s previous website design was developed using a WordPress template, not only was it challenging to make changes beyond the set structure, but there were limited options for donations as well as a lack of updates due to its unfriendly back-end UI.

Our team solved this by implementing back-end with XTOPIA. We rolled out Gift Catalogue ideas for micro donations of various cause and digitised the application process of Dignity’s major initiative “Empower-A-Child” programme to further encourage donations.

By changing Dignity’s brand tone and manner to be hopeful and uplifting, we hoped to raise donors’ spirits, inspiring them to support and sympathise with the children.

One of the toughest challenges we faced for this revamp was to understand the psychology of donors.

The Work

Research

A gap analysis determines whether requirements are being met by accessing the differences between the actual performance or results with what was expected or desired. The gap serves as a roadmap of what is required in the new website by providing a way to identify suboptimal or missing strategies, capabilities, processes, practices, or technologies. We underwent this process to measure the strengths and weaknesses of Dignity’s website so that we can recommend the proper steps to achieve the desired outcome.

Site Architecture

To make the whole user journey be clear and direct, we kept the navigation and root section to 5 or below so that the website does not overwhelm potential donors with too many options, hence improving the overall flow of the website with its clear paths that lead to their designated content. We highlighted only key initiatives by doing a rotation so that each and every initiative was given an equal amount of ‘airtime’.

Figure 1: Initial sitemap brainstorming outcome

In this new revamp, we wanted to breathe hope and life into its brand by using coloured visuals that bring joy to the hearts.

online tools

We have implanted Progressive Web App (PWA) Technology to enable users to install the digital touchpoint on phone, making updates easier to access. With push notification for Android users, the website now has the capability to broadcast latest updates to donors and supporters directly for higher click through rate compared to the conventional method of using emails or newsletters.

Through a social wall via Curator, we brought Dignity’s social media platforms and its followers together into one place, aggregating live feeds and latest updates to be displayed on the website for users to view as they please.

We provided digital process to enrol donors to Empower A Child – a capability to self-service through the website – when previously, there was a need for the more manual steps of filling in a physical or PDF form.

Additionally, we have created a new component for Dignity’s website – the Gift Catalogue section. With a concept that resembles e-commerce, it is a new platform for Dignity to seek for micro donors to respond to immediate needs such as COVID Relief Support and Stationeries for Children.

Figure 2: Predicted donor's journey on Dignity's website

Design Concept

Dignity is all about nurturing world changers, providing transformative education and enterprises, empowering children and helping the vulnerable. Dignity revolves around the concept of bringing hope to the world of children. Therefore, we made sure to keep the design clean so as to not overpower the key messages of the brand and kept the initial brand colour and typeface for the website — a yellow colour that sparks joy and hope; and Mrs Eaves, a typeface with an undefined quality of an imperfect yet pleasing paradox that resonates with people.

Originally, Dignity’s branding used mostly grayscale visuals, making the site look sullen and low-spirited. In this new revamp, we wanted to breathe hope and life into its brand by using coloured visuals that bring joy to the hearts.

Visual Storytelling

Brand stories are best told when actual imageries are used to communicate key messages

Mobile-First

Prioritising mobile user experience is key to this project as the website is deployed as PWA (Progressive Web App)

Predictive Design

With data, the website is crafted to meet the needs of each decision touchpoints for higher conversion among new users

The Results

Thanks to XTOPIA.IO, we have successfully empowered Dignity admins to update content on the website without the need of technical knowledge, making Dignity’s website much easier to maintain compared to its preceding website. By implementing Progressive Web App (PWA), reaching out to donors can now be done easily with push notification on Android platforms.

project achivements

55%

and below in bounce rate

2.3

minutes per session on average

28k

users since its launch

56%

of traffic comes from mobile devices

Now, donors are able to complete the entire application process through the website independently. The automation has immediately free up the lean team to do more on-ground activation and engagement to increase the number of donors locally and internationally.

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