Webpage Redesign
Overview
We had recently completed the organization's first major rebrand in more than a decade, introducing a new visual identity, messaging framework, and brand standards that were not yet fully reflected across the website.
It became clear that the website no longer represented who we were as an organization or how users expected to engage with us online. Content was inconsistent, design patterns varied from page to page, and the user experience lacked the cohesion needed to support more than 80 pages spanning multiple programs and audiences.
Based on Google Analytics data, more than 70% of users were accessing the site on mobile devices, yet the website had been designed with a largely desktop-first approach. This redesign was an opportunity to modernize the digital experience, align the website with our new brand identity, improve the mobile user experience, and create a scalable foundation for future growth.
The scope of this phase focused on visual design, content presentation, and UI/UX improvements, while a larger information architecture and dual website consolidation project was planned for later in the fiscal year.
Objective
Create a modern, mobile-first website that better reflected the organization's rebrand, improved the user experience across key audiences, and established a scalable framework for future growth. The redesign aimed to increase engagement, streamline the user experience, create clearer calls-to-action, and establish a more consistent experience across the site.
My Role & Responsibilities
I led the website redesign from strategy through implementation, serving as the primary liaison between leadership, designers, and developers.
Research & Planning
Audited existing website content, user experience, and performance.
Analyzed Google Analytics data to understand audience behavior, device usage, and engagement patterns.
Conducted competitive research across nonprofit and mission-driven organizations to identify modern design trends, navigation structures, and user experience best practices.
Researched contemporary UI/UX approaches, accessibility considerations, and content presentation techniques to inform design decisions.
Identified opportunities to improve content organization, calls-to-action, page consistency, and overall user engagement.
Established project goals aligned with organizational priorities, audience needs, and rebranding objectives.
Content Strategy
Audited more than 80 website pages and identified common content patterns across programs and services.
Categorized pages by purpose, audience, and content needs to establish a consistent site-wide framework.
Helped define how key messages and conversion opportunities would be surfaced throughout the user journey.
Defined content hierarchy, information presentation, and calls-to-action for each page type.
Design Direction
Partnered closely with designers to translate strategic goals into user-centered page layouts and interactive experiences.
Guided user experience decisions across desktop and mobile environments, balancing audience needs, accessibility, and engagement.
Synthesized content requirements across multiple programs into five flexible page templates, creating a scalable template system that could be consistently replicated across the website.
Helped establish updated typography standards, including H1, H2, and body copy styles aligned with the organization's rebrand.
Development & Implementation
Collaborated with developers over a five-month implementation period.
Provided direction on functionality, usability, design, and interactive elements.
Reviewed builds, tested user experience, and ensured consistency across pages.
Began the implementation of the new design system across priority website pages.
[Show new designs]
Design Solutions
In partnership with developers, we introduced new functionality designed to improve usability, engagement, and information accessibility, including:
Redesigned hero sections featuring headlines, supporting copy, and clear calls-to-action
Expandable FAQ sections to reduce information overload
Interactive team profile cards
Modular CTA sections that could be reused across multiple page types
Image carousels and enhanced visual storytelling opportunities
Streamlined content layouts with stronger hierarchy
Improved use of white space and visual hierarchy
Hero sections with CTA and supporting copy
Mobile-first responsive design improvements
Outcome
The redesign resulted in a more intuitive, visually cohesive website that better reflected the organization's brand and services. Through stronger content hierarchy, clearer calls-to-action, improved mobile usability, and a scalable design system, webpages became easier to navigate, easier to maintain, and better equipped to support future growth.
Platform + Technology Used
Google Analytics — user behavior and performance analysis
Competitor and nonprofit website search — UX and design research
Adobe Creative Suite + Canva — design collaboration and asset development
Monday.com — project management and developer collaboration
WordPress — website implementation
Key Takeaways
Scalable Design Systems
Developing flexible templates created consistency across 80+ pages while reducing future maintenance needs.
Cross-Functional Collaboration
Successfully aligned designers and developers around a shared vision and project timeline.
Research-Informed Design Decisions
Leveraged analytics, competitive research, and UX best practices to guide design decisions and improve the overall user experience.
Brand Consistency at Scale
Translated an organizational rebrand into a cohesive digital experience through updated typography, design standards, content structures, and user-centered design principles.
