Cruz Roja Mexicana

This case study will analyze the current website's strengths, weaknesses, and opportunities for improvement, with the goal of creating a more engaging and informative digital platform. By redesigning the website, the organization aims to better communicate its mission, inspire support, and ultimately strengthen its impact on vulnerable communities.

Working backwards from Perfect

The  website currently features various call-to-action (CTA) prompts, including "donate now," "see more," "register," and "subscribe." While these CTAs exist, their prominence and clarity are inconsistent, making them less effective. The website's cluttered layout, inconsistent typography, and color scheme hinder navigation and overall user experience.

Moreover, the website fails to clearly convey the organization's mission and impact on vulnerable communities. Scrolling through the landing page does not immediately reveal how donations or volunteer time contribute to the Red Cross's work. The absence of animations or interactive elements further diminishes user engagement. The multitude of CTAs dilutes the importance of the primary "Donate Now" call-to-action, potentially reducing its impact.

A comprehensive review of the Red Cross website was conducted, evaluating its structure, content, and effectiveness. A site map was created to identify key information and assess its alignment with the website’s goals. Other Red Cross and nonprofit websites were also analyzed for best practices.

Key Issues Identified

Lack of essential information:

• No clear details on donation causes or impact.
• No dedicated section for news or upcoming events.
• No visibility of sponsors or organizational activities.

User experience & design issues:

• The carousel is ineffective, displaying events and raffles that go unnoticed.
• "DONATE NOW" buttons look identical but lead to different donation types.
• Excessive text and cluttered layout create visual noise.
• Inconsistent button hierarchy and missing CTAs in some sections.
• The "About" section is hard to read due to too much text.

Visual & accessibility concerns:

• Text is too small and difficult to read.
• Repetitive images in the news section create confusion.
• Some images are low quality.
• The carousel does not change automatically, reducing visibility.

Key Recommendations

✔ Remove the carousel and replace it with a clear hero image and CTA.
✔ Improve content hierarchy to highlight key sections (causes, impact, events, news).
✔Enhance button clarity and differentiate donation options.
✔ Increase text size and readability for a better user experience.
✔Use high-quality images that better represent the Red Cross’s impact.

These improvements have been incorporated into the low-fidelity wireframes and ongoing iterations.