Overview
Led the foundational research strategy for a $1M+ non-profit. Diagnosed critical friction points and delivered the strategic blueprint that guided a total website overhaul to align brand perception with organizational values.
Problem Statement
The existing website suffered from critical usability friction and projected an “exclusive” image that contradicted the organization’s inclusive mission, alienating volunteers and beneficiaries.
Users & Audience
Board Members, Prospective Volunteers, Beneficiaries (non-profits applying for aid), and Donors.
Role & Scope
Lead UXR Consultant
10 months, Jan 2024 – Oct 2024
Methods & Tools
Constraints
100% volunteer-run organization with limited development resources and a strict annual gala timeline.
Diagnosing the gap between mission and perception.
Notes:
Interviewed 6 stakeholders and analyzed historical data. Identified a critical strategic disconnect between the organization's inclusive internal goals and a digital experience perceived as opaque and exclusive.
Benchmarking standards and mapping user friction.
Notes:
Benchmarked 5 competitors to reveal market gaps. Mapped critical user flows to pinpoint exactly where navigational friction caused prospective volunteers to abandon the application process.
Structuring the solution via Information Architecture and prioritization
Notes:
Restructured the Information Architecture to improve transparency. Used MoSCoW prioritization to align stakeholders on building features that directly addressed the identified inclusivity gaps.
Auditing the build against research benchmarks.
Notes:
Conducted a rigorous heuristic evaluation of the new build. Identified and prioritized critical usability risks to ensure the final product matched the research strategy before launch.
Outcomes & next steps
Delivered the strategic blueprint that defined the site’s new structure. Key research recommendations, including the “Board Application” portal, were implemented, directly resolving volunteer friction and bridging the mission gap.
This project reinforced the importance of aligning digital strategy with organizational culture. I learned that successful UXR requires managing stakeholder expectations as much as data. Future steps included a roadmap for a dedicated "History" archive.
This project reinforced the importance of aligning digital strategy with organizational culture. I learned that successful UXR requires managing stakeholder expectations as much as data. Future steps included a roadmap for a dedicated "History" archive.
