10 Cent Tom is a social organization based in Gold Coast, Australia. The organization aims to create opportunities for people with disabilities through the collection and recycling of beverage bottles. In a simple yet effective manner, Tom Baker, the founder of 10 Cent Tom, has successfully inspired the community to care for the environment and provide opportunities for people with disabilities to work and contribute.

I know 10 Cent Tom from Adriene, my ex Manager who know working to help some NGO. We work together on design and copy to help 10 Cent Tom to redesign their website and engage more customer through a seamless process.

The User-Centered Design (UCD) approach I employed in redesigning the 10 Cent Tom website demonstrates that an inclusive and accessible design can be a powerful tool for embracing all users, including those with disabilities, and reaching donors.

The UCD process has allowed me to gain a deeper understanding of the personas associated with 10 Cent Tom. I learned that this organization is not only concerned about the environment but also about empowering everyone, including people with disabilities.

Carolyn Pirie provided a brief to Adriene, which was then passed on to me. The brief contained information about the issues and aspirations of 10 Cent Tom. I studied the brief to gain a basic understanding of the organization and its industry. I then conducted competitor analysis and shared the desk research findings with stakeholders, including Adriene, to align the team’s understanding.

I heard and validated that their aim is to create opportunities for people with disabilities through bottle collection and recycling activities.

The old 10 Cent Tom website faces several challenges, including:

• Unclear and unappealing messaging
• Low engagement
• Unclear flow
• Lack of understanding

These challenges have made it difficult for 10 Cent Tom to reach its audience and achieve its goals. To address these challenges, 10 Cent Tom redesigned its website. The new website design was crafted to be:

• Clear and easy to understand
• Appealing and engaging With a clear and easy-to-follow flow
• Informative and comprehensive

The redesign of the 10 Cent Tom website is expected to:

• Reach a wider audience, including people with disabilities
• Increase the amount of donations received
• Boost engagement from donors
• Encourage the community to participate in recycling activities and social work
• Enhance the audience’s understanding of the programs being conducted

Some general data from the analysis I conducted includes:

Strengths

• The inspirational figure of Tom Baker
• Clear and compelling vision and mission
• Innovative and impactful programs
• Experienced and dedicated team
• Support from the community

Weaknesses

• Ineffective website
• Low brand awareness
• Limited recycling capacity
• Difficulty in reaching people with disabilities

Opportunities

• Increasing public awareness of the importance of recycling
• Economic growth driving increased consumption
• Government support for recycling activities
• Partnerships with other organizations
• Technological advancements supporting recycling activities

Threats

• Competition from other organizations
• Changes in recycling trends and regulations
• Funding constraints

In addition to specific solutions, the main solution for redesigning the 10 Cent Tom website is to leverage empathy. I utilize empathy to:

• Connect 10 Cent Tom with people with disabilities.
• Encourage supporters and donors to support 10 Cent Tom.

In connecting 10 Cent Tom with people with disabilities, I redesign the website to be more inclusive and accessible.

Additionally, I also redesign the website to be more engaging and informative. To encourage supporters and donors to support 10 Cent Tom, the new website is designed to be more emotionally impactful. I achieve this by incorporating storytelling that highlights the inspiring figure of Tom Baker, clear and compelling vision and mission, innovative and impactful social and environmental programs, thereby appealing to the emotions of all individuals to become involved.

To ensure that everyone can experience empathetic solutions, I engage in a comprehensive design process, starting from rough sketches to high-fidelity prototypes.

Collaborating with the 10 Cent Tom team, I develop three variations of high-fidelity prototypes and discuss their preferences with stakeholders. We deliberate based on objectives, determining which design best communicates 10 Cent Tom’s values to all audiences. This approach enables ongoing collaboration with stakeholders.

I collaborated with my team to develop the 10 Centom website. After agreeing on a solution, I conducted testing on the website. The test results indicated that while the explanations and narratives about 10 Centom were well-received, the information highlighting 10 Centom as a registered charitable organization and its legal status did not stand out. This led to some individuals hesitating to contribute.

To address this issue, I opted to enhance the implicit messaging through copywriting. However, I decided to incorporate the logo of the Australian Charities and Not-for-Profits Commission (ACNC). This choice was made because the ACNC logo is trusted by the public and facilitates easy verification of 10 Centom’s legitimacy. This solution effectively addressed the primary concern.

Following further iterations and retesting, the 10 Centom website no longer encountered any issues.

The platform developed by 10 Cent Tom has undergone testing and is ready for launch. As a WordPress developer, I have developed this platform using WordPress. The platform aims to inspire everyone to care for social and environmental causes while empowering individuals with disabilities.

After 5 months since its launch, Adriene and the 10 Cent Tom team are delighted to see significant progress. The conversion rate has increased by 262%, indicating a rise in the number of supporters, contributors, and individuals with disabilities joining the platform. This demonstrates the effective communication of information and messages by 10 Cent Tom to its audience.

Moreover, 10 Cent Tom’s brand awareness has risen by 93%. This indicates that 10 Cent Tom has successfully positioned itself as a recognized non-profit organization capable of bringing about positive changes in both environmental and social spheres.

I am thrilled by 10 Cent Tom’s achievements as I have contributed to the organization. I am inspired by 10 Cent Tom and wish to share my experience of how to effectively convey something inspirational. This has been a great collaboration.