Case Study
Designing a search experience that guides with purpose
Helping people discover causes they care about through a suggestive, supportive search journey designed for not-for-profits.
Summary
This project involved redesigning the search experience for a not-for-profit platform offering various humanitarian projects. While the full platform supports causes across education, health, emergency relief, and more, this showcase centers on a user's experience searching for clean water.
Instead of simply returning a list of results, the new system acts as a guided discovery tool—helping users explore opportunities through typo-tolerant search, real-time suggestions, contextual FAQS, and values-driven filters.
It's a shift from commercial shopping behaviour to purposeful exploration, where clarity, impact, and emotional connection matter more than speed or specificity.
Understanding the problem
The original search system was built as a generic search that was absolute in nature. But people searching for causes, especially in the not-for-profit space, often:
Use broad or misspelled terms
Don't know exactly what type of project exists
Need reassurance about how their support will make a difference
This meant a typical "search → results" model was too rigid. The new challenge was to support:
Exploratory intent (what are my options?)
Uncertain phrasing (e.g. "Watr", "help villages")
Trust-building cues (where does my donation go?)
Key takeaways
Search as a guided journey
The new search bar isn't just a utility—it's a suggestive guide. Before results are even shown, users are supported through:Spelling correction (e.g. "Watr" → "water")
Popular related searches (e.g. "Emergency water relief", "fixing broken wells")
Categories that provide structure and breadth
Live FAQS to answer common concerns early, reducing drop-off and uncertainty
This front-loaded experience transforms uncertainty into clarity, especially helpful for new users.
Filters that reflect human values
After search results are returned, users are empowered to refine their choices through filters that align with intention rather than generic logic:Urgency (e.g. Urgent need)
Funding needed
Duration and impact scale (regional/national)
Location
Opportunity type (donate/volunteer)
Project focus (e.g. Hygiene, school health)
Match score: clarity in relevance
Each project listing includes a **match score** (e.g. "Match 96/100") that shows how closely the result aligns with the user's selected filters and intent.
The score considers factors such as:Keyword relevance (e.g. "Water")
Filter matches (e.g. Duration, region, opportunity type)
Alignment with the user's emotional triggers (e.g. Urgency, child health)
This score is presented subtly but clearly, helping users quickly scan and prioritise options, which is especially useful when comparing similar projects.
Designed for mobile-first and inclusive access
The layout is optimised for users on mobile devices and slower connections, ensuring:Clear tap targets
Reduced input fatigue
Minimalist UI with high contrast for accessibility
Built for trust, not speed
Unlike generic search, where faster conversion is the goal, this system is built to build trust and enable thoughtful action. Every element—from project subtext to score to filters—is designed to inform, empower, and support decisions that feel meaningful.
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