Wildlife Defenders Overview
The goal of this project was to create a more user-friendly site that would encourage donations. We aimed to build trust in the non-profit by avoiding repetitive content and instead showcasing the impactful work of the organization.
My Role: UX Information Architecture
Tools: Figma, Canva, Slack, Google Sheets, Discord
Problem
The current Wildlife Defenders website contains several elements that detract from the organization’s primary goals. The navigation is overwhelming and somewhat repetitive, making it difficult for users to find what they need. The impact statement is not prominent, causing users to miss crucial information about the organization's work. Although imagery is effectively used, it is unorganized in the newsroom section, potentially confusing users about the content they are viewing. Additionally, the donation process is too complex and needs to be streamlined to ensure users can complete it quickly and easily.
Solution
We believe that redesigning the Wildlife Defenders website by simplifying the imagery and improving the navigation system will significantly enhance user experience. This will enable users to navigate the site more easily and gain a clearer understanding of its content. Consequently, incorporating a more meaningful donation process will likely increase the likelihood of raising donations.
Discovery Dive
Based on (5) user interviews and (26) user surveys, we identified these key takeaways regarding what users want to see from non-profit sites.
“It’s crucial to engage with your audience and offer some sort of incentive.”
“I want to know upfront how the funds are allocated in nonprofits. How much goes to the community versus overhead.”
“Photos are an effective way to evoke emotions; I want to see raw footage.”
“Environmental conservation is important, but the most vital aspect is showing people what they can do to make a difference.”
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Qualitative User Research (Empathy Map)
Sees
Think & Feels
Gains
Pains
Says & Does
Hears
Tracking Footprints
As part of the UX design process, we explored various UX scenarios that guided us in creating a user persona. This approach enabled us to identify and address pain points from our surveys, enhancing our understanding of the Wildlife Defenders' users. Consequently, we were able to develop a site that makes conservation efforts more accessible.
Nature Revival
Our primary issue centered around the disorganization and redundancy of the navigation system. Consequently, we addressed this by meticulously card-sorting each component of the original navigation and reconstructing them into coherent subcategories. This process allowed to develop a clear site map from primary navigation down to secondary calumniating in the footer. Analyzing the user flow to enhance how users navigate to donate. These steps were pivotal in guiding our next design phases.
The visual model of websites structure.
Visual representation of how user takes steps through websites structure.
Using post-its helped us map out our websites hierarchy structure.
The visual model of websites structure.
Style Guide
During the design process, we carefully selected brand colors inspired by natural elements to evoke emotions tied to the outdoors and wildlife. We maintained consistency by using our signature orange hue across interactive elements, such as button hover effects, to strengthen brand recognition and user engagement. Additionally, we chose clean iconography to enhance usability and visually reinforce the site’s organic theme.
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Buttons
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Iconograpghy
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Color Theory
Reflection
This rewarding project played a key role in my growth as a UX/UI designer. It highlighted the value of in-depth research and early-stage exploration, and taught me how essential it is to understand and address the unique needs of different users. Translating those insights into thoughtful design decisions was critical to creating an experience that truly resonates with each audience.
Conclusion
This project deepened my appreciation for the impact of intentional design and strong team collaboration. It showcased my ability to take initiative, contribute effectively within a group, and design intuitive, cohesive, and user-focused interfaces. I’m proud of the outcome—not only in delivering value to the client, but also in the personal growth it brought to my journey as a UX/UI designer.
