Collaborative website redesign to help visitors instantly understand the impact and donate without obstacles
A comprehensive website redesign focused on improving user experience, strengthening brand identity, and increasing donation conversions
Role: UX Designer [ Team of 4 ]
Timeline: 4 months [ Launching Jan 2026 ]
The redesign transformed the user experience through strategic improvements to three critical areas: the hero section, navigation structure, and donation flow. Each change directly addressed user pain points identified during research.
Problem
• Confusing page names
• Scattered content across too many menu items
• Disorganized structure
Solution
• Reduced menu items
• User-focused page naming
• Logical content grouping
• Persistent "Donate" CTA
Impact
• Users can navigate with confidence, resulting in reduced bounce rates.
Problem
• Couldn't understand the organization's purpose
• The original hero lacked a clear headline
• Not providing an immediate path to action
Solution
• Clear, Compelling Headline
• Representative Hero Image
• Prominent Donation Widget
Impact
• Users now grasp the organization's purpose immediately and can donate without scrolling or searching.
Problem
• The original donation process required multiple clicks
• This multi-step friction caused a significant drop-off in the conversion funnel
Solution
• Integrated Donation Widget
• Project Introduction Cards
• One-Click Selection
Impact
• Reduced friction transformed donation from a multi-page journey into a seamless, significantly improving conversion rates.
• Personalized Donor Dashboard
• Multi-language Support
• A/B Testing Priority Areas
• User Testing for Mobile Experience
• Accessibility Audit & Enhancement
• Donation conversion rate by traffic source and landing page
• Donation form abandonment rate at each step to identify friction points
• Average donation amount and trends over time
• Recurring donor retention rate month-over-month
• Time to complete the donation to ensure the process remains efficient
• Mobile vs. desktop conversion rates to prioritize device-specific improvements
• User feedback scores through post-donation surveys
• By implementing these next steps and maintaining a data-informed approach to iteration, the website can continue to improve conversion rates, deepen donor relationships, and more effectively serve the organization's mission.
