Home page
Site map
Statistics page was designed dynamically for easy updates and high search value

The new site uses storytelling interwoven with facts and editorial content for maximum impact

User Flow

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

Fully responsive
Donor registration landing page, and content including donor, recipient and advocate stories

US Department of Health and Human Services


Organdonor.gov is the US Department of Health and Human Services's organ donation website. This project was to restructure and redesign the ten-year old site, consolidating and remapping organically-grown content and structure, creating a fully responsive and accessible experience, and bringing focus to key actions and content.


Consolidate content, increase awareness and donor registration


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.

Live Links



Awareness, Engagement

Research Methodologies

  • Competitive Analysis (non-profits and other related government sites)
  • Stakeholder Interviews

Comparable Products

Donate Life America, National Kidney Foundation, American Heart Association


Responsive Wireframes, High-Fidelity Designs to 3 breakpoints, Content Templates, Site Style Guide, Accessibility Requirements/Tags, Front-End Prototype, Type Treatment, Iconography, Illustrations


Experience Director, Strategist, UX/UI/Visual Designer (myself), Copywriter, Junior Designer, Front-End Developer, Illustrator


We were working with both the end client at The US Department of Health and Human Services, and their IT division. We had to align our design to what the end client wanted and their developers were willing to develop. In addition to high-fidelity designs and a style guide, we clarified the handoff by building a front-end prototype of the homepage, carousel, social modules, as well as some template pages so the structure was clear.

Next Steps

  • Taxonomy Study
  • Analytics Analysis
  • User Testing

Supporting Artifacts

Wireframes-1st Set (Axshare)
Wireframes-2nd Set (Axshare)
Website Style Guide.pdf
Previous Design Screenshot.jpg