Study of the impact of a charitable organization’s website interface on users: sociological analysis of digital practices of social activity

The impact of charity organizations’ websites interface on users’ behavioral and emotional reactions, as well as on their motivation to donate, has been studied. The object of the study is users with different levels of digital competence and experience interacting with charity platforms. The methodological basis is the actor network theory in combination with the user experience principles and the social exchange theory. Based on a pilot expert survey using the semi-standardized interviews method with included monitoring as part of user testing, it has been found that simple and intuitive interface of a charity organization’s website, color coding, and intuitive interface elements have a positive effect on user engagement, which potentially leads to an increase in the share of donations. Digital experience influences users’ behavior during interaction with the interface. The study results can be applied to developing and optimizing user interfaces for charitable and other socially oriented platforms. The main conclusion is the need for a comprehensive UX design that combines functionality, personalization, and emotional engagement to meet the needs of a diverse audience and increase the effectiveness of online fees. The article will be useful for sociologists, UX specialists, and marketing specialists.