The new site uses storytelling interwoven with facts and editorial content for maximum impact
Every page has tailored onward journeys for key conversions like "become a donor" or get involved as a volunteer or an advocate
It's easy for any user to become a donor from any point on the site, despite different state registries and state-specific donation laws
While the site redesign can't take credit every registration, the year after it was released there were 4 million registrations, with 4,000 new registrations each day.
I'd designed this site before I knew what UX was. Unbeknownst to me, I used UX methods like competitive analysis, wireframing, interaction design and stakeholder interviews. I'd also created a carousel framework, so a traditional illustrator could easily compose and update multi-layered images without any coding or framework knowledge.
I'd also collaborated with a senior writer in the wireframe stage, so we could smartly consolidate the sections and text. I'd say it was one of my most challenging, but effective collaborations.