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Designing for Impact
A Nonprofit’s Digital Makeover
This project involved redesigning the website for the Finley Forever Foundation, a nonprofit supporting pediatric cancer patients.
The project challenge was to modernize the outdated site, improve usability, and streamline the donation process.
We addressed these real-world issues by implementing a fresh design, reorganizing content, and migrating to a more flexible web platform to meet both client and user needs.
Throughout this project, I honed skills in user research, usability testing, content strategy, and responsive design.
+68%
increase in the number of families helped by the foundation in the year following the release of this redesign
The Journey Begins
When I began this project in 2023, I knew this was a unique opportunity to make a real difference. The foundation’s mission to support pediatric cancer patients and their families deeply resonated with me.
As the Project Team Lead, I managed a team of six and acted as the liaison for our client. I was responsible for setting timelines, facilitating meetings, and conducting user research and design. My role was to create an impactful and user-friendly digital platform to ultimately enhance the foundation’s outreach and support capabilities.
ROLE: Project Team Lead + UX Researcher & Designer DURATION: 7 weeks TOOLS: Figma, Optimal Workshop, Zoom, Google Suite
ROLE: Project Team Lead + UX Researcher & Designer DURATION: 7 weeks TOOLS: Figma, Optimal Workshop, Zoom, Google Suite
Original Website
Defining the Problem
At our first meeting, the client expressed concerns about the original website, which was outdated and difficult to navigate. These design and usability issues impacted the foundation’s credibility and deterred supporters. The client wanted website visitors to engage with the website in a more meaningful way.
The conflict was clear.
The foundation’s online presence needed a complete overhaul to fulfill its mission more effectively.
To help tackle this, I established three high-level goals for my team.
Strengthen the website's functionality and appearance.
Improve the visibility of the foundation's impact.
Streamline the donation and merchandise process.
Understanding Our Audience
As part of our preliminary research phase, we built a content inventory, created user personas, and identified the major user pain points. Altogether, this helped narrow down the scope of our challenge.
Assessing the Website
To better understand the information on the website, I started by building a content inventory. This revealed issues with the website structure, such as repetitive page content and inconsistent buttons.
We then conducted a group card sorting exercise in order to restructure the website and better meet user needs.
Disorganized
and repetitive
content
Inconsistent
navigation
structure
Missing call-to-action buttons
Creating User Personas
To get a better idea of our target audience, I built user personas to represent the community involved with the foundation. These potential website visitors were based on the client’s insights.
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Samuel is a single father of a child who has been recently diagnosed with cancer. He is navigating the overwhelming process of finding the best care and support for his child.
Pain Points:
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Difficulty understanding the application process for support
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Uncertainty about eligibility requirements for assistance
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Overwhelmed by the lack of clear and concise information on the website
Needs:
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Simple and clear instructions for applying for support
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Detailed eligibility guidelines to understand qualification criteria
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Easily accessible information about the types of support available
Potential Applicant
How might we simplify the application process and present clear eligibility guidelines to provide a user-friendly experience for those seeking assistance?
Restructuring the Content
The Finley Forever Foundation was losing out on potential opportunities because the current website was not fulfilling its mission. Armed with a better understanding of our users’ needs and mental models, I began working on a new content strategy to get the client the results they were looking for. This involved iterating the proposed sitemap through tree testing activities.
Building the Sitemap
Based on the card sort findings and exploration of user pain points, I brainstormed new web page ideas and created a sitemap as part of the information architecture process.
New web pages!
Evaluating the Sitemap
To test the effectiveness of the initial sitemap, I set up an online tree test for 14 participants to see how they would interact with the website. After analyzing the results, I pinpointed ways to improve the website’s navigation and hierarchy.
Over 50% of participants failed to find ways to donate to the foundation.
Participants struggled to locate the services offered by the foundation.
When looking for the eligibility page, many participants lost their way.
Test Findings
Clarify process to better describe the donation initiative for first-time users.
Highlight the specific services the nonprofit offers on the home page.
Design Fixes
Rename web pages to help potential applicants looking for assistance.
Designing the Website
With the information architecture solidified, I led the wireframing process. Our ideas for better communicating the nonprofit’s message and impact started to come to life. As part of the website revamp, we also fine-tuned key elements of the branding guide.
Visualizing the Home Page
In this stage, each team member built a low-fidelity home page wireframe. Upon discussion, we combined the best elements and ideas from each page to build a final layout.
After realizing that the originally chosen web-hosting platform couldn’t meet our project’s goals and the client’s needs, I researched alternatives. It was at this point in the project that we quickly pivoted to a new platform that better supported our creative vision.
Adding Style
We added more versatility to the existing logo package by introducing stacked and reverse logos, which are ideal for merchandise and promotional materials.
Additionally, we expanded the color palette and stayed consistent with typeface to bolster brand recognition.
Validating the Prototype
I crafted high-fidelity designs into a clickable prototype and conducted usability tests to refine the user experience. Participant feedback was positive, particularly regarding the visual appeal and emotional impact of the new site. The team and I were very excited to see that users found the new website user-friendly, mission-oriented, and inviting.
Conducting Usability Testing
Using a test script with pre-study questions, task prompts, and post-study questions, I evaluated the effectiveness of the clickable prototype. The test results from the 7 participants highlighted key areas for improvement within the website.
Participants asked for a compre-hensive donation landing page.
Participants struggled to locate the “Courage Kits” donation initiative.
Participants expressed concerns about the eligibility page's wording.
Test Findings
Build a landing page displaying the nonprofit’s three donation options.
Rename the nonprofit initiative and simplify it for new users.
Design Fixes
Update the eligibility page wording and clarify the application process.
I also asked participants “what three words would you use to describe the feel and design of the website?”
Meeting Our Goals
Based on participant feedback, I updated the prototype and moved into designing in the web-hosting platform. It was very exciting to showcase the foundation’s impact, both on the home page and on the dedicated Impact Stories page. The new website also made it easier for users to locate ways to get involved and donate to the nonprofit.
Snapshot of the foundation’s impact
Quotes from families helped
Highlighting ways to get involved
Simplified donation landing page
Ready for launch!
The client was thrilled with the results, and user feedback was overwhelmingly positive.
Wrapping Up
After 7 weeks of intense collaboration and design iterations, I delivered a fully responsive, mobile-friendly website. The new website not only met but exceeded the foundation’s needs, providing a seamless user experience that effectively communicated their mission and impact.
In the year following the release of this redesigned website, the Finley Forever Foundation extended its reach and increased the number of families helped by 68%. It’s been incredibly rewarding to see how this project has contributed to such meaningful growth, further empowering the foundation to make a lasting difference for pediatric cancer patients and their families.
You made it to the end — thank you!
If you’re looking for someone who can happily get lost in user research and bring findings to life through design, please reach out. Let’s work on something great together!