Redefining YouthCare's Online Presence.
My team and I redesigned the marketing website and branding for a homeless youth shelter. As a result, their volunteer and donor engagement shot up by 50%.
Me, Sai Ma, Saumya, Yani
Figma, Optimal Sort, Atomic Design
4 Months
Youthcare, a nonprofit founded in 1974, works to end youth homelessness by engaging volunteers, donors, and business sponsors. Over the years, it has expanded its efforts, educating and upskilling more than 1,800 homeless youth with the help of a community of 1,500 volunteers, partners, and employees.
Business Constraints: Limitations in manpower for updating and maintaining new content, compounded by constraints for implementation from the IT team.
We followed the Alignment Personas Methodology to target our research and design. Here are the 3 personas.
Cause Supporters
People who support the cause out of goodwill. They actively browse opportunities and stay up-to date with compliance training.
Reputation Seekers
People who seek to help because of some materiliastic benifit. They actively look for proof of mutual benefit.
New Comers
Anyone curious about the brand and wants to explore the site. They are passive, but curious about Youth Homelessness.
"I know the organization pretty well, I actually volunteer sometimes, because donating is very difficult. I usually love giving small gifts, but if not through the newsletter it is so difficult to keep track of what they want." - P5
60% of traffic originates from Partner Websites but the information architecture does not help in finding information quickly to. It was important to make the information easy and quick to find. - Site Metrics Analysis
We conducting 10 Usability Studies. We neglected the third persona. Our wireframes failed. New users struggled to understand what YouthCare was about and how to find the information to donate, volunteer, etc.
If I am exploring a cause I really want to help, and if I have heard of it before, I sometimes donate - otherwise it is very trust based for me.
They did a great job brining a youthful look to the website and brand messaging. We really appreciate the hands on experience they had with the project.
Rapid iteration of your wireframes and brainstorming ideas is humbling.
I learned the importance of effective communication and collaboration for a project's success.