A website for non-profit organisations to access Lightful's online tool suite and provide industry advice to Lightful's community of users
2 Week Sprint. Three UX design collegues Gen Chow, Ayo Tomori, Stratis Valachis
My role: Practising Project Manager. Worked on research, design, testing and presentation phases.
The Company
Lightful is a social enterprise start-up aiming to help non-profits improve their online engagement.
The Brief
Design a website to drive and maintain interest to Lightful’s new platform for non-profits.
The Outcome
Produced a website that would make Lightful the first stop for all non-profits online resource and management needs. Many recommendations made have been used in the new Lightful website, click here to view
To view the high fidelity clickable prototype, click here

To view the deliverables design document, click here

Lightful aim to offer a platform to non-profits, where all management tools (such as social media management, fundraising and CRM) can be kept in one place. When briefed, Lightful's website was just a landing page for the social media management tool, acting as a placeholder for a more comprehensive website.
Design Process

Double Diamond Methodology
Surrounded research into users needs, competitors, and analysed tasks they could complete.
Consolidated findings from our research. Produced journey maps, personas and prioritised features to focus our designs.
The project came to life during the design studio. We then prototyped the designs (paper and digitally) and tested with users.
Presented our design proposal to the Lightful team with recommendations for next steps. 

Discover - Research

Collected information from potential users through surveys and interviews. Interviews were remote and in-person

Key findings: 

The size of organisation ranged from 1–10 (31%) to 100 + (38%) employees

85% of people responded to statements about the product over the mission of the company 

Hootsuite and Salesforce were the most popular tools for Social Media Management and CRM

85% of respondents used both desktop and mobile for their administration

Key findings: 

"I want to learn as I go - diving straight in" - Kate, Gua Africa

"The products need to be free or I need to see the worth of that kind of investment" - Maanda, WESSA

"Trust is so important to me" - Scott, Aragon Housing

"We feel a strong relationship with Lightful because of the regular 1:1 support that they give us" - Holly, Street Child 

"[Lightful] are helping us make the big change to digital" - Peter, St Mungo's Broadway

Competitor Analysis

From the start of the project, we investigated where Lightful would fit in the market place and what their potential competitors were offering. 

After getting a general overview of competitors, we concentrated the research to see how competitors meet users needs. 

Key Insights:

Lightful's edge in the market should be peer support and specialised resources for NGOs. 

Define - Personas

To make sure that the website was constantly meeting users needs, we created four personas that represent user groups who share behaviours.

We made a post-it map for potential personas, the categories included: Behaviours & habits, Goals, Features & Needs, Biography and finally a phrase they would be likely to say.

Above: One of 4 personas page sketches. Data Source: 1:1 (formal and informal) interviews with 9 people. Survey with 13 responses

The result of this post-it, sketch exercise are the four personas below:
Ola - The Skeptic

"Convince me that this will work"

Anita - The Intern

"I want to make a difference and develop my skills"

Luke - The Advocate

"I want us to be thought leaders in this sector"

Sue - The Team of One

"The charity is a big part of my life"

 Sue became the primary persona for the project as her behaviours and needs represented many users from the research sample. 

She, like 50% of our survey respondents is not a social media specialist, but juggles a number of different tasks for her day job.


Sue's journey map showed that her biggest pain point was the signup process to new products or tools. They were either too costly to use (without visible benefits for the investment) or too many fields to complete in the signup process. 

Using research findings, we prioritised features to be included for this design sprint. They included:

Develop - Sketching

We hosted a design studio with two members of the Lightful executive team, to produce initial designs for website screens. 

This studio was highly productive. We ended with sketches for the home, discovery, signup and profile screens (seen above).

Paper Prototyping

Paper prototyping is a low cost form a of rapid iteration. We created a site-map and user flows to make the screens follow the correct flow. (To view these and the rest of the deliverables document, please click here).

We made the paper prototype clickable on Invision, which was invaluable for remote user testing. 

 "I like the idea of the fixed signup button, as long as it doesn’t get in the way"
"I still don’t really understand what Lightful do or how they can help"

"Signup seems quick and easy"

"Statistics and testimonials are great, but they need to be relevant to the product"


Feedback from user testing directed next iteration: low fidelity digital wireframe.

We sectioned the homepage into different topics (to make it clearer for users and have a similar design if converted into mobile format).

"I would like to see areas that I can sign up throughout, rather than the fixed button, which would get irritating"

"I would like to subscribe to resources/ blogs, not just the whole tools package"

"I like that there are lots of videos on the pages, breaks up the text"

Deliver - High Fidelity Prototype

"I would trust the forum more if it was called something like ‘Expert Community"

"Stats and Testimonials are so important for me when making a choice for products"

"I would definitely subscribe to emails for new content of interest to me"

"I like how simple the overall design is and I would definitely keep it simple"

Next Steps

Further user testing of both the tool and the website 

Design the forum

Design the web-pages following the subscribe to email button on the Knowledge Base page

Add the final copy to the prototype that emphasise why and how the platform will help users

Add a page with a short questionnaire after sign-up to build profile

Develop a mobile version

To view the high fidelity clickable prototype, click here

To view the deliverables design document, click here

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