Before
After
88.9% increase in donation conversion rate thanks to the new IA, UI, and content on the website.
Before
After
| WEBSITE | DURATION | MY ROLE | KEY METHODS |
|---|---|---|---|
| View Live Website | 11 weeks (part-time) | UX Lead, Greater Than Zero Percent
+ Led 5-member UX team from research to design handoff, leveraging usability studies and surveys to craft personas aligned with user and business goals.
+ Directed wireframe creation, managed iterative design, and maintained stakeholder communication, ensuring project milestones were met. + Produced impactful website redesign prototype grounded in comprehensive research and data analysis. |
Usability Studies |
| Competitive Analysis | |||
| Google Analytics | |||
| Figma Wireframe & Prototype | |||
| Information Architecture / Sitemap |
In 2020, GTZP was established with the aim of connecting individuals with philanthropic organizations through video interviews and content shared on their website and social media.
By 2022, GTZP realized the need to enhance the user experience on their website and sought the assistance to optimize their website design for both business and user objectives.
I was part of the UX team (6) and spearheaded the research, strategy, and design for a user-friendly website experience that encourages connection, engagement, and donations to non-profits, with a particular emphasis on increasing the conversion of donations.
The two key changes I spearheaded were adding a homepage and restructuring the categories and filters for GTZP's listed charities.
New homepage — During our team's initial review and usability testing, both participants and our own team were unsure whether they'd reached the right website — and once we confirmed it was, what the organization actually did. This prompted us to design a new landing page.
Reworked search filters and categories — Usability testing and competitive analysis showed users struggled to find the charities they wanted to support. We made the filter options consistent in format and updated the categories to align with the industry standards surfaced in our competitive analysis.
After updating the IA, UI, and content for the website:
76.9% improvement in average usability test scores (compared to original website baseline)
"[Donating] was very quick, easy, and clear" - User tester from the last round of usability testing
88.9% increase in donation conversion rate