What Wasn’t Working
The moving announcement bar is distracting from the content
The hero image was cropped awkwardly and didn’t communicate brand value
The Floating Action Button (FAB) overlapped product titles and created clutter
Design Decision
Removing the FAB entirely
Replacing the hero with a mobile-optimized image.
Improving visual hierarchy so users can tell what this site is selling immediately.
What Wasn’t Working
Weak, generic headline that doesn't communicate a clear value.
Missing a clear call-to-action (CTA) above the fold
The hero image doesn't support the message or create an emotional connection.
Design Decision
Powerful, donor-focused headline that creates an emotional connection
Integrated donation form above the fold = friction-free conversion
High-quality, emotionally compelling hero image that shows impact