E-commerce Design Process: Elephant Voices

E-commerce Design Process: Elephant Voices


The goal of Elephant Voices is to advance the study of elephant cognition, communication and social behaviour, and to promote the scientifically sound and ethical management and care of elephants.  The NGO has a number of ways to contribute, for example, making a donation, signing a pledge against unethical behaviour and buying art created by the organization members. The goal of this project is to improve online shopping process of elephant paintings online. 

My Approach

Rather than focusing on the donation process, I centred the process around creating a social e-commerce experience – building an easy and simple way to buy elephant paintings and drawings and combine donation with a shopping experience that is intuitive, engaging, user-friendly, visually appealing and personal.

UX Research

My research started by conducting a survey about attitudes towards supporting NGOs and one-to-one interviews with people who have donated or supported an NGO in the past. Based on the research, I found out key motivations, pain points and user needs. The next steps within my research were:

  • Creating affinity diagrams
  • Brainstorming possible solutions
  • Defining target persona
  • Building an empathy Map
  • Making a user journey map



Posted on

August 8, 2017