Free Arts NYC: Donation Page

Free Arts NYC was founded in 1996 as an arts based non-profit for underserved children and families living in NYC. The organization partners with NYC artists like Chuck Close, Barbara Kruger and Christopher Wool to provide arts education, mentorship, and access to cultural institutions in NYC. The 2017 Annual Campaign was positioned primarily in the digital space. Using Jakob Nielsons's method of heuristic analysis, I redesigned the central donation page to provide a more user-friendly experience while helping Free Arts meet its donation goals. Limitations involved working within the constraints of the existing site's Wordpress template.

Design Solutions

• Added four donation descriptions to bring immediate context and incentive to click the donate button below. The descriptions have a fun animation to add surprise and delight to the experience, along with meeting the brand goals of a children's organization.

• The Major Donor Levels are most important to the organization and needed to be more appealing and descriptive. I made the introductory font more apparent and utilized the space of this section by creating a three column grid in place of the one column. The assignment of more space per membership level allows for larger images, longer descriptive text and more clearly defined levels.

• A grey background for the membership levels defines this section from those above. It is more of an incentive, and less a direct request to give.

• I designed a footer banner for the user who scrolled through the page but still has not found the appropriate way to give. A monthly donation could be the solution for a user who wants to give regularly, but is not prepared to invest in a membership.