Charity Navigator
Charity Navigator case study
Design Workshop, Personas, UX Design, User Journeys, Wireframes, UI Design, Style Tiles, Search Experience Design, Modular templated design approach, Design System
Charity Navigator is the world’s largest and most trusted nonprofit evaluator. My team was tasked with positioning Charity Navigator for a new generation of donors. Our areas of focus to achieve an improved user experience were position a unified rating system, improve user log in and user account design, design a search experience with a focus on discoverability and filtering, redesign the site with a modular, templated approach, and deliver an exhaustive digital style guide.
My team conducted 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. After a comprehensive content audit and site map restructuring, we jumped into wire framing the user log in, registration, and account experience, the search experience, charity profile pages, the charity rating system, homepage and page templates for the remainder of the site. We delivered high fidelity designs and a comprehensive design system for the client to build.
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 our re-design, the site won a bronze Anthem Award in their non-profit campaign category.
