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Summary: Using Technology As Experience Framework

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Case study 1: Using Technology as Experience Framework
Ruslan Zadorozhnyy
CIS 375- Human-Computer Interaction
David G. Moore, Jr.
October 26, 2014

In this study, Heather Collins explores how an online fundraising website can be successful in attracting a potential donor by making a donation or contributing to a nonprofit organization in some way, by designing a website that is balanced in factual content and emotional pull. Collins’ design integrates various factors to do this successfully.

To expect donors to give online, Collin’s emphasizes the need to offer a simple, attractive and secure interface. Making the decision to part with your money online is helped by providing information such as “facts and figures related to how …show more content…

She uses natural human reaction to her advantage and uses the storyline of the topic to create a narrative that is attractive in content and persuasive in emotion. An even mixture of storytelling, emotional triggers, and a carefully thought out presentation keep potential donors engaged in considering making a monetary donation because of a genuine relation on some level. The donor needs to be interested, understand and form a common base with the people and places the nonprofit organization endeavors to help. Through a combination of multimedia and driven by the human emotion of being ‘included’ meaning can be drawn from the online experience. “The compositional thread is the brain element of the user experience framework.” (Collins, 2011) These could include what is necessary in need of food or medical care as well as the statistics of how the donated money is spent. It is worth mentioning that the compositional thread is used to create an emotional thread to get to the same result – donations. The emotional nature of stories describing people is intertwined in the website …show more content…

According to the research above and based on the case study provided, possible evaluation criteria on the necessary design elements for an effective online fundraising website are a clear compositional thread, appropriate emotional triggers, a meaningful connection base with the user, a welcoming atmosphere and ease of use . A clear compositional thread that is enticing and attractive makes it worth donating to. Expressing an intent or mission makes it clear to the user what the website is about and what is meant to be done. This thread phases into appropriate emotional triggers. A heartfelt storyline that has an emotional attraction binds the user into the human experience of inclusivity. These two former points together, create a meaningful connection to the cause. Based on the fact pointed out by Wright and McCarthy (2004) that all human experiences ‘holistic and relational’, to entice them to donate, both these qualities must be included. Another vital element is a well designed, frustration free interface, creating a welcoming atmosphere throughout the online fundraising environment that does not exclude unfamiliar users. Finally, the ultimate accomplishment of the website is its’ ease in donation. The user interface is necessary to make it clear by encouraging donors to act in

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