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Deloitte Foundation

Increased engagement by enhancing info architecture and user interface

The Deloitte Foundation, a non-profit supporting education initiatives, aimed to revamp its website to convey its mission clearly. This involves creating a prominent "About Us" page, optimizing related content for user understanding, and refining promotional material presentation to prioritize storytelling and future campaigns.

Timeline

8 weeks

Role

Product Strategy

Visual Design
End-to-end UI/UX Design 

Skills

User Surveys, Interviews, Persona Wire-framing, Prototyping, User Testing, Branding

PROBLEM

Foundation's website struggled to convey its mission, resulting in decreased engagement and increased grant queries. Complex navigation and hidden resources led to high bounce rates. The cluttered interface and lack of visual appeal deterred visitors from exploring fully.

ORIGINAL - Landing page

WHAT NEXT?

Acknowledging these challenges, we revamped the website comprehensively. We analyzed user feedback and metrics, collaborated on content enhancements, implemented a sleek design with a fresh brand identity, streamlined content accessibility, optimized for various devices, integrated additional resources, and iteratively refined through user testing.

RESEARCH

I led this project with a team of 4, where we conducted stakeholder interviews, and analyzed existing page data and heat maps. We identified a convoluted user flow, and pain points in accessing the right information, resulting in a higher bounce rate on the landing page.

Crunching the numbers

INFORMATION ARCHITECTURE

To simplify this complex experience, I developed an information architecture that provided a clear structure, facilitating stakeholder alignment.

Process_Information Architecture

Information Architecture with content and pages layout

SOLUTIONS

After stakeholder syndication, I designed and iterated on low-fidelity wireframes, ensuring alignment with feedback and preemptively addressing any issues, thus optimizing the design process.

LANDING PAGE WIREFRAMES

Click through to see progression from original to low-fidelity to high-fidelity wireframe designs.

1

Simplified content, defined the mission, and crafted a compelling storyline.

3

Added statistics to highlight impactful contributions. 

2

Emphasized user segmentation and clear CTAs, directing users to relevant content.

4

Introduced thoughtful animations and interactions to enhance the user experience.

Landing page - high-fidelity wireframe design, original, and low-fidelity wireframe.

RESOURCES PAGE WIREFRAMES

Click through to see progression from original to low-fidelity to high-fidelity wireframe designs.

1

Clearly communicated how the foundation assists specific user groups and outlined available resources.

2

Segmented resources based on content type (e.g., Faculty resources, Faculty awards) for easy tabbed navigation, with links to further information.

Resources page - high-fidelity wireframe design, original, and low-fidelity wireframe.

Visit the live page for the complete experience!

SUCCESS IN NUMBERS

348%

ENGAGEMENT RATE INCREASED FROM 2.5% TO 11.2%

29.7%

BOUNCE RATE DECREASED FROM 32% TO 22.5%

70%

DECREASE IN BESPOKE QUERIES FOR GRANTS

33%

INCREASE IN SUB-PAGES ENGAGEMENT

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