Framing

DRF Luftrettung, a non-profit organization, provides critical air rescue services. Their previous website had been ineffective in generating donations and attracting supporting members, e.g. with manual processes using PDFs.

The goal was to develop a new website that showcased DRF Luftrettung’s mission, shared news and events, and drove donations and memberships. It should highlight the impact of every financial contribution and explain how funds are used.

Key Objectives:

1. Enhanced representation: Accurately represent DRF Luftrettung’s mission.
2. Engaging content: Regular updates with news, events, and impactful stories.
3. Donation and Membership campaigns: Implement seamless online processes.
4. Impactful communication: Show the importance and use of financial support.

The new site aimed to increase engagement, boost donations, and expand DRF Luftrettung’s support network.

Outcome

• Intuitive Main Navigation: The new main navigation encapsulates the core mission of DRF Luftrettung with sections: “People” (About DRF Luftrettung), “Life” (News and Events), and “Rescue” (Call to become a supporter and contribute to rescue efforts). This navigation mirrors and reinforces DRF’s mission statement.
• Streamlined donation and membership processes: Simple and transparent donation and membership application processes, comparable to online shop checkouts, make it easy for users to support DRF.
• Authentic visual representation: Real photos and detailed presentations of DRF locations provide an authentic glimpse into the daily lives of the rescuers, fostering trust among visitors.
• Insightful testimonials: Testimonials offer quotes and insights into the daily operations at DRF, providing a personal and relatable touch.
• Visible events and news: Events and news are prominently displayed, showcasing DRF’s activities beyond its core mission and highlighting their multifaceted efforts.
• Clear site structure: A well-organized site structure distinguishes between DRF Luftrettung and other areas such as the academy, press section, and shop, facilitating targeted communication and efficiently channeling content for various user groups.

Approach

We began with workshops and discussions with various stakeholders and departments within DRF Luftrettung to define and gather detailed project requirements. Following this, I engaged in conceptual planning and conducted competitor analyses to identify industry standards and opportunities for differentiation. Initial wireframes were created to visualize the layout and structure of the website, facilitating feedback and quick iterations. During that time I also developed the information hierarchy and the overall sitemap of the new website.

An extensive concept and wireframe phase ensured alignment with DRF. We then moved into the UI design phase, including image editing and illustration creation, while I began coordinating and leading other designers and guiding the development team. Close collaboration with developers ensured the project was completed effectively using the Drupal CMS.

Learnings

• Early and continuous engagement with stakeholders and departments was crucial for accurately defining requirements and ensuring project alignment.
• Conducting thorough competitor analysis helped in setting strategic directions and identifying opportunities for differentiation.
• Creating initial wireframes and iterating based on feedback accelerated the design process and enhanced alignment with client expectations.
• Close collaboration between designers and developers was essential for a seamless transition from design to implementation, ensuring the final product meets the envisioned standards.
• The absence of user testing and success measurement was a significant oversight. Future projects should incorporate user testing to validate design decisions and implement metrics to measure the project’s success post-launch.

Impressions