Charity Navigator
OGILVY
LEAD DESIGNER
Charity Navigator is the world's largest, most trusted nonprofit evaluator. My team was tasked with redesigning their website for a new generation of donors. Our primary areas of focus to achieve an improved user experience were position a unified rating system, improve user log in and user account design, and design a search experience with a focus on discoverability and filtering. The design won an Anthem Award.
Design Workshop
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User Research
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User Journeys
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Wireframes
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UI Design
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Prototype
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Design System
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Design Workshop 〰️ User Research 〰️ User Journeys 〰️ Wireframes 〰️ UI Design 〰️ Prototype 〰️ Design System 〰️
The Process
I facilitated a design workshop, to further understand our stakeholders’ mission, needs, and goals. We used this information to create personas for a wide range of donors, what their user journeys looked like and laid out their goals, pain points and motivators. We conducted a comprehensive content audit and completely restructured the information architecture.
The workshop, personas, and new site map informed wire framing the search experience, charity profile pages, the charity rating system, homepage, page templates, user log in, registration, and account experience for the site. Special attention was paid to the updated search experience — presenting users with generative results by category, and offering robust filtering capabilities.
The Results
I redesigned the site with a modular, templated approach. We delivered high fidelity designs of the user log in, user account, homepage, search experience, charity profile pages, and other key pages, along with design templates by page type. I delivered a comprehensive design system and a corresponding style guide for the client to build the final product.
Since launch of the redesign, Charity Navigator has experienced a 142% conversion rate increase and a 218% increase in additional conversions. Through media stories, Charity Navigator has reached a potential audience of 77 million people. After the re-design, the site won a bronze Anthem Award in their non-profit campaign category.
