Case Study
Redefining investor experience for a shifting user demographic
OUR CLIENT
To address a changing customer demographic, a large U.S. charitable organization specializing in donor advisory funds needed to rethink its digital investment process to deepen the relationship and encourage investment with existing donors, increasing stakeholder participation and facilitation through collaborative tools.
THE CHALLENGE
Engaging investment platform needed to increase donations
The organization required an engaging investment platform that provided an intuitive experience and drove higher contributions while striking a chord with the growing millennial consumer base. As the organization’s digital experience partner, UST identified this experience shift and designed and implemented a fresh digital experience that induced maximum charitable impact, especially among young donors.
The organization required the redesign of donor accounts with a comprehensive view of the charities supported and additional insights on causes that helped define their philanthropic missions. Since most stakeholders preferred to be guided by financial advisors for contribution strategies and fund management, a separate consolidated view was needed for these advisors where multiple accounts handled could be viewed for better advisory planning. The aim was to bring an element of assurance by streamlining all possible inputs for increasing donor confidence in making charitable giving decisions.
THE TRANSFORMATION
Digital experience increased ease of use and user adoption
By mapping the customer journey and identifying the emotional drivers behind investment strategies, UST designed a digital experience that ensured higher contributions through new donor accounts, engaging young philanthropists with easy, hassle-free, and seamless interactions. With improved data visualization and introduction of a radically different visual language that instilled confidence, user adoption to the giving process was made faster and more intuitive. Along with the design revamp, a pressing need was to build the digital experience on a sound content management platform.
UST carried out a CMS migration to Drupal 8, administering the required ease of use, robustness, security, and scalability for a new-generation investment experience. With several new components created and integration techniques implemented, especially with Drupal APIs, users could now perform functions previously resource-dependent.
A data-driven experience for long-term strategic charitable giving was created by integrating Google Analytics and GTM to best capture user insights and continuously evolve the experience based on real-time data. This end-to-end customer journey analysis enabled an all-encompassing view of the customer activity that helped capture the philanthropic characteristics of the donor enabling, a customized, guided donation process.
THE IMPACT
A transparent and intuitive investment experience provided easy and seamless interactions
Key benefits of the solution included:
- Increased investments: After the design revamp, the client enjoyed a 75% year-over-year increase in online donor investments
- Enhanced onboarding experience: With a seamless onboarding experience, overall product adoption is much smoother. The redefined donor portal login with an improved visual language makes strategic giving easy
- Optimized accessibility: New tools were implemented and standards established to govern accessibility maintenance ensuring long-term compliance to WCAG2.1 standards while elevating the website to an all-time high accessibility score of 94.8 out of 100
- Multichannel content delivery: Facilitating the ability to reuse and repurpose content across multiple channels by integrating with a headless content management system through RESTful APIs
- Greater flexibility: By enabling a service-oriented, decoupled user experience layer that caters to the web, mobile, and tablet touchpoints, the experience was optimized over a period of time without impacting multiple layers of architecture