A web user interface plays a major role in determining whether a donor will make his or her donation or not. To begin with, a clear, simple interface will allow the donor to make a decision on how to use the site. This includes getting more information about the projects, new items, reviewing their profile or making a donation. A simple web interface makes it easier for a donor to navigate the website and get all information and emotional influence needed to initiate the desire to donate. A clear interface also avoids providing excess information which will overload the donors and put them off. In addition, donors’ decision on whether to donate or not depends on whether the donation interface is integrated in the website or it is in an external website. Based on the case study, donors prefer an integrated interface where the donation page is part of the organization’s website. The external interface lowers the donors’ emotional feel, created in the organization website and thus, losing the initial arousal that pushed the donor into the donation page. Thus, in most cases, external donation interface lowers the donors’ chances of completing their mission while clicking on the page. Therefore, interface plays a major role in determining whether a user will donate to the organization or not.
Emotional Thread in the Case Study vs. Emotional Design Model in the Book
In the case study, the emotional thread focuses on the reaction of the user to the experience. It also refers to emotion created by the composition thread to the user. However, emotional design model, relate emotion with different brains levels. The lower level of brains known as visceral relates behavior to automatic response of physical world events. The visceral level stimulates the stimuli emotional response, which is expressed via a combination of behavioral and physiological response. This is then followed by the reflective level which involves conscious thought in which individuals step back or generalize across events from the immediate and the routine. The emotional design model influences how the user feels based on the appearance. A good appearance can easily make users overlook other mistakes, while a poor appearance can add to the identified mistake. Therefore, just like in the emotional thread in the case study, emotional design can influence reaction of the user or decision made by the user regarding the site or the design (Rogers et al., 2011).
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