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UCLA Health System

Giving Section Redesign

Andrew Kaufman / andy2001@gmail.com

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Current Giving Experience

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User Interview Insights

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• Hard to find information on giving to specific departments or

causes

• No clear “Call to Action” for how to donate

• The online donation form is confusing, cumbersome and generic

• Doesn't do a good job communicating the benefits and impact of

donating to the UCLA health system

• Doesn't address the needs of people who don’t feel comfortable

donating online

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User Personas

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Walter F. WilliamsAge: 73Home: Bel Air, Los AngelesPersonal Wealth: $10 millionStatus: MarriedKids: 2 Children, 3 GrandchildrenEducation: College DegreeOccupation: RetiredComputer Skills: Novice

Mr. Murphy recently retired from his job as the head of a multi-national corporation. After 30+ years in the industry he has amassed a considerable fortune and has been looking for ways to give back to organizations that he believes are doing good work in the field of health care, due in part to a cancer scare he had a few years ago. He is happily married, with two children and three grandchildren. Since his focus has been primarily on business for most of his life, he doesn’t know a lot about charitable giving or what his options are.

High Level Goals:

• Wants to make sure that his donation goes to an institution that is highly regarded and has a certain amount of cache among his social circle.

• Wants to feel good about where his donation is going and make sure that it is a cause he believes in.

• Wants some sort of name recognition to go along with his gift (i.e. a wing named after him or a plaque).

Specific Goals:

• Find out which other well known people have donated to the UCLA health system.

• Learn about the different causes or departments that he could possibly donate to.

• Talk to a UCLA rep over the phone or in person about the possibility of donating.

• Learn about the various options he has for giving.

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Nancy KwanAge: 32Home: Brentwood, CaliforniaIncome: $100k/yearStatus: SingleKids: NoneEducation: Graduate DegreeOccupation: LawyerComputer Skills: Advanced

Ms. Kwan is an associate at a law firm in Los Angeles where she works 60+ hour weeks and earns close to $100k a year. Raised in the LA area, she got her undergraduate degree at UCLA and then went on to get her law degree from Harvard. Recently she received treatment at Jules Stein eye institute at UCLA for an eye condition that both she and her mother share. Her positive experience while being treated there (as well as the knowledge that her mom is also a patient there) has motivated her to make a donation to the eye institute to help them continue to offer great care.

High Level Goals:

• To donate money specifically to the Jules Stein eye institute.

• Being a busy professional, she doesn’t want to have to spend a lot of time going through paperwork or meeting with a representative.

• Wants to make sure that her mother receives the same level of care that she did.

Specific Goals:

• Wants to find out where she can give directly to the Jules Stein institute online.

• Wants to be able to donate the money quickly and with as little paperwork and time spent as possible.

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Deborah MartinezAge: 48Home: San Pedro, CaliforniaIncome: $75k/yearStatus: MarriedKids: 1 ChildEducation: Graduate DegreeOccupation: Middle School PrincipalComputer Skills: Intermediate

Mrs. Martinez is a Middle School Principal living and working in San Pedro, California. She recently lost her brother to AIDS and is looking to set up an endowment or memorial in his name at the UCLA health department where he was treated. While she knows that she wants to make a donation in his name, she isn’t sure whether she wants it to take the form of a physical memorial (i.e. bench with his name on it), an endowment (for continued AIDS research) or just a tribute gift.

High Level Goals:

• To set up a memorial or endowment in her brother’s name.

• To make sure that she is involved in the process of setting up the memorial and that it honors her brother in a way that she can feel good about.

Specific Goals:

• Learn more about the various options UCLA offers for creating endowments, memorials or tributes.

• Find contact information for someone at UCLA who can help guide her through the process of setting up the memorial.

• Find examples of other memorials or endowments that have been set up at UCLA

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Jim ReynoldsAge: 56Home: Encino, CaliforniaIncome: $150k/yearStatus: MarriedKids: 2 ChildrenEducation: Graduate DegreeOccupation: Small Business OwnerComputer Skills: Intermediate

Mr. Reynolds is a successful small business owner who wants to make a gift to UCLA. While he cares about helping the hospital, he is also concerned about the tax benefits that he can get by deducting the amount of his gift from his taxable income. His wife received successful cancer treatment at the hospital a few years ago which is why he’s chosen to donate to UCLA instead of another charity.

High Level Goals:

• To make a donation to the UCLA health system

• To get a tax deduction as a result of his charitable donation

Specific Goals:

• To find specific information on the tax benefits of making a donation to UCLA.

• To figure out how what he needs to do in order to make that donation and get the benefits

•To actually make the donation

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Primary Persona

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Site Business Objectives Related User Goals

Improve click-through rates in the “Giving” funnel

Increase conversion rates of people visiting the “Giving”section

Increase the average amount of money that each donor gives

Find the information he’s looking for on charitable giving

Verify that UCLA is a well respected institution worth giving to

Make sure that his money is going to a cause he feels strongly about

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Initial Mockups(and basic user flows)

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Initial Designs

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