Reframing the First Impression
ROLE: Creative Direction, Content Strategy, Project Management, Photography, UX Design, Cross-Functional Leadership, Data Analytics
RESULTS’ “Who We Are” page was serving as a primary entry point for new audiences, but it was dense, outdated, and not effectively communicating the organization’s identity or impact. I led the redesign of the page, shaping both the user experience and visual approach to create a clearer, more engaging introduction to the organization.
Through analytics, I identified that over 90% of visitors to this page were first-time users. This insight informed a complete shift in approach: moving from an information-heavy layout to a streamlined, audience-centered experience. I restructured the content with concise messaging, bold and descriptive headings, and strong visuals highlighting engaged volunteers, ensuring the page quickly communicated who RESULTS is and how individuals can connect to the mission. I Included original photography to reflect the energy and diversity of the volunteer community.
I worked across teams to build alignment on messaging and structure, guiding the project from concept through execution while ensuring the final design balanced clarity, accessibility, and visual engagement.
IMPACT
- Time spent on page doubled
- Page moved into the top three most visited pages on the site
- Total page views increased by 18%