Client

The Starfish Canada

Timeline

3 Weeks

Role

UX designer

Deliverables

User Research -Interviews and Surveys

Content Audit

User Persona

Storyboard 

Customer Journey Maps

Feature prioritization - MVPS

Site map & User flow

Prototyping

Usability testing

Overview

The Starfish Canada is a volunteer run organization working to celebrate and amplify the impact that Canadian youths create through their own conservation initiatives. The founder and CEO of The Starfish Canada came to us for optimization of the current website for web and mobile.

We were tasked with creating a responsive design that is user friendly and clearly articulates the mission of the NGO. 

Goals

Raise Site Traffic & Engagement

• Increase brand awareness and generate traffic to the website

• Increase involvement, getting people to engage either through donations, writing, commenting or volunteering

• Connect environmentally conscious youth across Canada

Challenges

Disorganization

• Site and content hierarchy were unclear and pages/links weren’t accessible

• Navigation was repeated and confusing

• Needed an engaging way to display text heavy content

• CTA buttons were placed disadvantageously

Solution

Clear & Visually Articulated, Responsive Site

• Combating the lack of awareness due to the confusing website, we created a responsive design that shows clearly what the organization stands for on every page

• Moved their most well known program- ‘Top 25 Environmentalists Under 25’ (previously hosted under a different domain) into the main site, upping awareness and recognition

• Designed clear navigation and new site map

• Balanced visuals with the text-heavy articles to encourage people to click in

• Placed clear CTAs allowing people to easily submit blog posts, donate, and/or volunteer