Encouraging thousands of donations every year to improve health care

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Company
McGill University Health Centre (MUHC) Foundation
Category
Strategy and UX
Expertise

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Stratégie
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UX

Project
Overview

The McGill University Health Centre Foundation raises millions of dollars to support the McGill University Health Centre (MUHC), one of the country’s leading research and teaching hospitals.

In 2020, the MUHC Foundation launched the Dare to Dream campaign to raise $200 million by 2028, relying on an innovative digital platform to showcase projects and measure the impact of donations.

Our mission was to help improve the user experience, in collaboration with the lg2 team, to make giving easier and encourage more donations.

Scope of work

Before even starting work on the user experience, we needed a thorough understanding of the Foundation’s environment, its operations and how the donation process works.

  • Participation in strategy workshops

    Meetings and workshops with the lg2 and MUHC teams to identify the target audience, the website’s mission and the elements that encourage people to donate.

  • Information architecture

    Defining all the key sections of the site to structure the information logically, so users can navigate easily and quickly find what they are looking for on their way to the donation module.

  • Animated prototypes and wireframes

    Creating interactive versions of the design to simulate the behaviour and experience of a digital product, such as an app or a website.

  • Bridging with the technical team

    Once the architecture and user experience were established, we needed to connect with the technical team that would handle the site’s UI design. We therefore created a document clarifying the UX intentions all the way through to the UI.

Creating an authentic experience

To improve the user experience and encourage donations, we reorganized the information into more digestible sections and defined the key messages that would speak to the audience.

Since we wanted to highlight the Foundation’s work, a space dedicated to inspiring stories was created. The new “Stories” page features MUHC communities, researchers and patients, while highlighting the organization’s human approach.

L’expérience utilisateur en vue de la préparation UI du site

Collaborators

  • Digital marketing strategist

    Karine
    Miron

    With 10 years of agency experience (Adviso, Brad and Pakour3) and self-employed since 2018, Karine has more than 16 years...

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  • Founder of Diapason, UX and Customer Experience Designer

    Julie
    Simard

    Passionate about the possibilities of collaborative design, Julie had long dreamed of launching the Collective. Her first intention was to...

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