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A UX friendly website for finance and HR consultants  that support NGOs

Ongoing

Project goal

Help design a website for Studio I Terzi that's user-friendly, easy to navigate and is tailor-made for supporting NGOs in the management of their finance and HR.

Project Background

I Terzi is a Rome-based consultancy firm in the field of finance and HR. It was founded in 2013 by a group of specialized young professionals who are particularly committed to support the no-profit sector. Since its foundation, the company outreach has mainly been established and maintained through personal networks. Noawadays, I Terzi wants to strengthen its digital communications infrastructure and, launch a website to further expand its outreach. While the Milan-based agency Creative Company is in charge to create a stronger brand identity for I Terzi, I’m responsible for the design research, design process and the content strategy of the website. ​​In this context, I  am making use of a mixed methodology using Lean and Design Thinking tools, and Marketing Analytics.

Client

No-profit sector

Target Audience

Website 

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Solution

Client

 
 

Discovery

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Define 

Deliver

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STAKEHOLDERS INTERVIEW

REMOTE USABILITY TESTING

1-1 USER INTERVIEW

USER TESTING

EMPATHY MAPPING

PERSONA 

USER JOURNEY MAP

BUSINESS MODEL CANVAS

INSIGHTS DEFINITION

RESEARCH REPORT

IDEA GENERATION

INFORMATION ARCHITECTURE

WIREFRAME

STORYBOARD

USABILITY TEST FINDINGS

 
Insights definition

After UX research and a first round of usability test, I identified and highlighted 4 main insights:

  • Make I Terzi's strengths more visible through a strong value proposition

  • Show the different services offered for each fiscal entity

  • Dedicate a space to focus on the diverse fiscal entities included in the no-profit legal framework and give advises on business opportunities

  • Focus on support in times of covid-19 through news items and a business counseling section.

I translated the insights into strong value proposition and two “How might we..?” to reframe the challenge, set priorities and clear guidelines for the ideation phase.​

"How might we design a website that supports NGOs in issues related to finance and HR in times of covid-19?" 

"How might we design a website that supports NGOs in understanding their dynamic legal and financial position?"

Artefacts
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EMPATHY MAP

Through the empathy map I could better understand how I Terzi could alleviate the pains as well as and create gains for their prospective clients. Not only, this empathizing methodology also prompted the identification of core problems and concerns that the no-profit sector has been facing starting from the current pandemic.

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PERSONA

PERSONA

The personas are fictional characters created to represent archetypes of users. After drawing the emptahy map, in order to better understand the prospective users’ needs, experiences, behaviours and goals as well as share my findings with the business stakeholders, I designed a persona. This persona will be later used to  make a scenario and deliver a storyboard.

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BUSINESS CANVAS

Business Model Canvas is a strategic management and lean startup template for developing new or documenting existing business models. This is a fundamental step I needed to understand and spark questions around the business context, as well as uncover areas of strength I could lean into when designing the website sections and copy.

USER JOURNEY

Before I was appointed, the Creative Company designed a first hi-fi prototype that I tested. Besides a Usability report, I used a user map to translate the usability testing and visualise user pain points, as well as to externalise chances for improvement with the other stakeholders. 

 
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Final Deliverables
 

PHASE II

I translated the content of the user interviews in an empathy map, a persona ( Carlotta The Activist) and three scenarios and I used information I collected during the workshop to design a business model canvas too.

 
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Prototype

Coming Soon...