In the last few years we’ve experienced somewhat of a digital revolution. Living through a pandemic has seen the uptake of new and existing technologies soar and an overall increase in our digital usage. According to Website Rating, in 2022 the average internet user is spending around 6 hours and 43 minutes online every day. In January 2022 there were over 5.1 billion internet users. Our regular dependency on the internet or apps for work or recreational use has made developing a quality User Interface (UI) more important than ever. So what does this mean for NGOs?

UI refers to a human-to-computer interaction. It includes the features of a webpage or application that easily allow a user to interact with it. This might be via buttons or other CTAs, navigation and visuals, general content or forms and also includes key aesthetic elements such as colours, fonts, icons and images. Designers should always empathise with the audience they are designing for and create a UI that is intuitive, efficient and easy to use. For NGOs, good UI has the ability to draw people in and keep them there. It leads to greater donor retention, loyalty, user satisfaction and trust. Organisations are finding that the best way to build engagement and generate interest is to prioritise building an attractive and efficient user interface that optimises the user experience.

When organisations work to build a quality user interface they create an extension of their brand – an online identity that encapsulates their mission, ethos and activities. When considering user interface design it’s important that an organisation’s identity and UI practices marry. By doing this, organisations create increased levels of cohesion and trust.

Finding the sweet spot between your brand and your digital identity is crucial. It allows you to focus on how you can use your messaging, your content and your visuals to engage with your audience and build your impact.