Our Better World

Redesigning a platform that allows users to discover and take action

ClientOur Better World / RoleProduct Designer

User Research
UI Design
Usability Testing

Our Better World unearths stories of people doing good in Asia, and shares them with a global community through their website and various social media channels.

The aim of the website is to connect those doing good who could use mass support, storytellers who need their stories shared; and people who’d love to help but don’t know how to get involved.



Project Goals

The aim of the redesign is to:

  • To move from being a repository of articles, to being a platform for their community of users
  • Nurture a community of action takers on the website
  • Allow users to easily take action (e.g. volunteer, donate, or support in other ways) to support people or organisations doing good

User Research

In order to understand our users’ perceptions towards volunteering or donating, I conducted several 1-to-1 user interviews. This involved research methods such as card-sorting and user testing. This allowed me to observe their pain-points as they navigated the existing website.

Pain-points and needs

Location of activity
Users want to know how far a place or activity is, before deciding to attend a volunteering activity

Lack of connections
Users want to check if friends or connections are attending, which would motivate them to join

Donation transparency
Users want to receive notifications that their donation has been received, and the impact of their contributions

Ease of getting information
Users would like to know what they will be doing at a volunteering event, so they can decide on whether to participate



In the existing design, users would only be able to discover all available CTAs in the middle of each article. Hence in order to make CTAs more accessible, a CTA sidebar was added to every article.

The sidebar lists the type of CTA (e.g. calling for volunteers) and a short description of the activity and a sign-up link. When viewed on a mobile device, a CTA tab was added. This allows users to toggle between the article and the list of CTAs.

Based on feedback from user interviews, more information was added to each CTA: the time and date of the activity, location, and other users who have registered as social proof. An "Impact" tab was added to display updates from the subject of the article. This allowed donors to see the impact of their contributions, and to encourage others to donate as well.