Worked as part of digital design team, including consultants from Deloitte Digital to rework the organization's website for a more intuitive browsing experience.
Challenges:
Three main types of visitors with different needs: potential students, funders and volunteers/allies.
Potential students needing precise information: recruitment eligibility varies by region and program
Recruitment process appeared complex to many new visitors
With a great deal of other information needed upfront, mailing list capture and donation prompts were buried
News, events and other updates needed more interesting treatment vs. page of links (low page view duration)
Student stories were being separated from other content (low view count)
Solutions:
Main page offering action-based links to specific content. No need for visitors to self-identify
Scrolling menu allows for easy redirection
Infographic simply explains the application process to inform potential students of what to expect and where they are eligible to apply
Donation link in upper menu and mailing list capture in all footers
Applications were utilized to present news and event links with imagery; accessible via home page section or page in menu
Student stories integrated into every page with dynamic carousel
Role: Lead design elements and advise on imagery and art direction.