The needs of the needy
The Methodist Welfare Services (MWS) is the Social Concerns arm of the Methodist Church in Singapore that reaches out to the poor. Through its various centres and agencies, MWS provides a wide variety of critical assistance to people who are poor and needy, the sick and the elderly, youth-at-risk and children who need care. We were tasked to integrate online donations and e-commerce system for a seamless user experience for donors.
Rallying for goodwill
Embarking on an extensive user experience process, we considered and reviewed the approaches to take. The existing website was dated in design and functionality, and navigating for information was a chore for their users.
We considered various aspects to improve the user experience through the usability, efficiency and accessibility of the website. From there, we came up with various icons to organise their outreach categories. In imagery, we used authentic photographs connoting strong emotions to draw the interest of the readers. Stories and videos were used to engage the website users and set the website tone.
To amplify the website’s call for donations, we adopted an e-commerce system for donors to make purposeful “purchases”. Combining technology and progressive design, we were able to translate the list of services into a tangible product. This helped to forge connections with the website users – by using a more inclusive and impactful approach.
Committing to empathy
From this point on, MWS was able to achieve a stronger online positioning. The revamped website had an intuitive and clean interface that was easy to manage and navigate. There was generous use of images and “call to give” buttons to generate greater giving by MWS’ target audience.