World Resources Institute
The Problem
The WRI website loses its potential audience and donors due to clustered content and an overwhelming amount of text.
The Solution
Users will be more engaged in WRI projects and willing to donate with
- a more simplistic UI site redesign
- project-focused CTA
- re-organized information hierarchy
About
WRI is a non profit organization focused on moving human society to live in a way that protects Earth's environment and its capacity to provide for the needs and aspirations of current and future generations.
Tools
Adobe XD, Adobe Illustrator, Miro, Invision,
Maze Testing App, Trello
Where To Begin?
From the beginning, the focus was making a more streamlined version of the website so users wouldn't have to dig through copious amounts of information to build trust with the brand, this meant sketching out simplistic models of the website while still keeping key bits of information.
How could one build out a website that fits our audience if we don't know our audience? In order to fit the needs of our user we had to create a persona that has concern and care for the environment but struggles with finding reliable and trusted sources that actually causes impact.
Do you believe in climate change?
In order to support the claims and prove that the persona is aligned with real life humans, surveys were conducted in which the evidence provided that most people believed in climate change and the adverse effects it held in our world, however most did not know how to begin making a difference.
Designing For Change
With all the research and information, I saw that there was a strong need for important information that could bridge the concerns of our ecosystem with the audience we were trying to connect with. This meant creating a revamped sitemap and user flow that could quickly show brand transparency to initiate trust and a streamlined method of helping through donating or volunteering.
Just like a healthy ecosystem needs to stay updated to tackle ever changing issues, I saw that there was a need for the WRI website interface to become more modern and cater to the new generation of those passionate about the health of our world. So, in order to keep that balance, I thought that keeping a relatively same color scheme, but with a new take on fonts and button styles would be the very change that would breathe new life into WRI.
New Life
New Life
The donations page was an area I really tried to focus in on, keeping it simple and all of the brand's value in plain sight, I believed this would be able to garner trust. However, keeping it limited to just monetary aid seemed like missing out on the potential of this audience and generation that wanted to help however they could. So, we listed various other ways to give or help all highlighted on the same page for our users to make the decision.
Introducing the brand new WRI! With focal points of big ongoing projects that have visible change to those who are curious, and an interactive map to track the global effort on climate change and a thriving planet, a fresh take on an important organization was born.
But What About Mobile?..
We couldn't forget about the importance of having a mobile iteration of the new WRI, so we kept all the important bits of information, and the same streamlined donations page and were able to create a similar and familiar crossover. All the great things about the WRI website now available for your mobile device!