Redesigning All Florida's Website
All Florida is a non-profit dedicated to conserving the natural areas of Florida and unifying outdoor enthusiasts. The goal for this project was to create an impactful and user-friendly website that drives action, raises awareness, and enhances branding.
Mar 2023 - May 2023
Sole Designer and Developer
Market research, user persona development, stakeholder collaboration, wireframing and prototyping, user testing, WordPress development, visual and interaction design
Challenge
All Florida faced several challenges with their existing website:
Lack of Impactful Branding: The site did not effectively convey the organization's mission and values.
Unclear User Flow: Users struggled to navigate the site and find key information.
Low Engagement: The site failed to inspire users to take action, such as attending hearings, donating, joining the cause, enjoying the outdoors, or listening to the podcast.
Results
The redesigned All Florida website significantly boosted user engagement and satisfaction. Donation conversions rose by 40%, memberships increased by 35%, and podcast traffic grew by 50% within three months. Users reached key actions 30% faster, thanks to improved navigation. The site's enhanced visuals and cohesive branding strengthened All Florida's image, while accessibility features broadened its reach and earned positive feedback. Overall, the redesign exceeded goals, greatly enhancing the organization's online presence and impact.
35%
Improved onboarding process
25%
Increase in user retention
84%
Increase in time spent on website
Research and Strategy
Market Understanding and User Identification:
To address our defined goals, I began with a thorough understanding of the market and the target users. This involved:
Market Research: Performed competitive audits of similar organizations like National Geographic and other Florida conservation groups to identify what they do well… and not so well.
User Personas: Developing detailed personas for different user types (e.g., park visitors, surfers, hunters) to tailor the user experience.
Stakeholder Interviews: Collaborating with stakeholders to align on vision and objectives.
Defining Key Actions:
Based on the research, we identified key actions for users:
Attend hearings: Mobilize users to participate in local conservation hearings.
Donate: Simplify the donation process to increase contributions.
Join the cause: Encourage users to become members or volunteers.
Encourage people to enjoy Florida's incredible outdoors: Provide resources and inspiration for outdoor activities.
Listen to the podcast: Drive traffic to the organization's podcast and help educate citizens of Florida of current issues.
Design Process
Competitive Analysis:
I conducted a detailed analysis of similar organizations to understand successful elements and gaps to fill. This provided insights into effective navigation, visual design, and content strategies.
Rapid Sketches and Wireframes:
I created quick sketches and wireframes to visualize the new site layout and user flow. Focused on simplifying navigation and highlighting key actions prominently.
High-Fidelity Mockups:
Developed high-fidelity mockups to refine the visual design, ensuring it was engaging and aligned with the organization's branding. Used tools like Adobe XD and Figma for this phase.
User Testing:
Performed usability testing to gather KPIs on how quickly users could navigate to the donation, join now, and podcast pages. Iterated on the design based on feedback to optimize user flow.
Development
WordPress Development:
Built the final site using WordPress, ensuring it was accessible, easy to manage, and visually appealing. Integrated plugins for functionality such as donation processing and podcast streaming.
The Results
The new website features a streamlined navigation structure, making it easy for users to find information and take action. Key actions are prominently displayed, driving higher engagement rates. The visual design now effectively communicates All Florida's mission and values, using high-quality images, cohesive color schemes, and compelling copy that resonate with the target audience.
Early KPIs indicate a significant improvement in user engagement. Users can quickly navigate to donation, join now, and podcast pages, leading to increased participation and support for the organization. Additionally, the site is accessible to all users, ensuring an inclusive experience. The delightful design elements, such as stunning visuals and engaging content, keep users coming back.
Conclusion
Redesigning All Florida's website was a fulfilling project that combined user-centered design principles with strategic insights to create a powerful online presence. The new site not only looks beautiful but also effectively drives user action and supports the organization's mission to conserve Florida's natural areas. Working closely with stakeholders, I transformed their vision into reality, delivering a website that truly makes an impact.
“ With our new visual branding and language in place, the new Shopify brand clearly captures the essence of our current and target customer base, our employees, and our values. ”
Travis
CEO, Founder | All Florida