x
United Nations Fundraising Website Revamp
Attracting funds & action for global reef restoration
Internship, Q4 23'
information architecture
finance
B2B
x
United Nations Fundraising Website Revamp
Attracting funds & action for global reef restoration
Internship, Q4 23'
information architecture
finance
B2B
x
United Nations Fundraising Website Revamp
Attracting funds & action for global reef restoration
Internship, Q4 23'
information architecture
finance
B2B
CONTEXT & CHALLENGE
CONTEXT & CHALLENGE
The private sector investors don't find the website appealing.
The private sector investors don't find the website appealing.
Global Fund for Coral Reefs (GFCR)* needs more private funding to reach its $12 billion goal, but the current fundraising website's lack of relevance is deterring investors.
Global Fund for Coral Reefs (GFCR)* needs more private funding to reach its $12 billion goal, but the current fundraising website's lack of relevance is deterring investors.
GFCR: a financial vehicle of United Nations founded in 2020 to mobilize resources for global reefs conservation.
GFCR: a financial vehicle of United Nations founded in 2020 to mobilize resources for global reefs conservation.
DESIGN GOAL
DESIGN GOAL
Streamline website to drive investor action.
Streamline website to drive investor action.
In winter 2023, I led a UX redesign of UN's fundraising website at GFCR, to restructure and boost impact showcase.
In winter 2023, I led a UX redesign of UN's fundraising website at GFCR, to restructure and boost impact showcase.
TEAM
TEAM
Web Design Intern (me)
Graphic Design Intern
Platform Manager
Investment Advisor
Strategic Specialist
Web Design Intern (me)
Graphic Design Intern
Platform Manager
Investment Advisor
Strategic Specialist
DURATION
DURATION
2023 Q4
2 months
2023 Q4
2 months
TOOLS
TOOLS
Figma
Canva
WordPress
Microsoft Teams
Figma
Canva
WordPress
Microsoft Teams
MY ROLE
MY ROLE
Information Architecture
UX Audit
Stakeholder Engagement
Brand Experience Design
Information Architecture
UX Audit
Stakeholder Engagement
Brand Experience Design
IMPACT
IMPACT
We use web metrics to quantify the revamp achievments.
We use web metrics to quantify the revamp achievments.
5x
Enhanced success rate to fetch investment info
Enhanced success rate
to fetch investment info
115%
Increased GFCR impact visibility
Increased GFCR
impact visibility
94.3%
Achived stakeholder satisfaction
Achived stakeholder satisfaction
My UX strategy also has executive impact on the team.
My UX strategy also has executive impact on the team.
With the knowledge platform manager, I helped GFCR develop their website and community practice roadmap - as a 2-year organization strategy.
With the knowledge platform manager, I helped GFCR develop their website and community practice roadmap - as a 2-year organization strategy.
OUTCOME PREVIEW
OUTCOME PREVIEW
Before
Investment oppurtunities buried and inaccessible
Investment oppurtunities buried and inaccessible
Investors get lost in pages of information, only to find little detail about potential investments.
Investors get lost in pages of information, only to find little detail about potential investments.
After
Interactive map enhances investor engagement
Interactive map enhances investor engagement
An interactive map replaced the static diagram early on homepage, guiding investors to program details and inspiring further investment.
An interactive map replaced the static diagram early on homepage, guiding investors to program details and inspiring further investment.
Before
Confusing menu for multiple user groups
Confusing menu for multiple user groups
Without task-specific guidance, the previous navigation left 6 distinct audiences feeling lost.
Without task-specific guidance, the previous navigation left 6 distinct audiences feeling lost.
After
A clear path for everyone
A clear path for everyone
The navigation now features a second-level menu that clearly organizes content and guides users to funding details or community connections.
The navigation now features a second-level menu that clearly organizes content and guides users to funding details or community connections.
PROCESS
PROCESS
To maximize our 8-week sprint, we prioritized UX strategy.
To maximize our 8-week sprint, we prioritized UX strategy.
Stakeholder inputs are crucial to our strategy, so they're looped in throughtout the process as source of validation.
Stakeholder inputs are crucial to our strategy, so they're looped in throughtout the process as source of validation.
RESEARCH
RESEARCH
Troubleshooting begins with stakeholder motivation - which channel is stunted?
Troubleshooting begins with stakeholder motivation - which channel is stunted?
By identifying five stakeholder groups and the general public as potential information providers or seekers, we were able to pinpoint the missing link in the website's ecosystem.
By identifying five stakeholder groups and the general public as potential information providers or seekers, we were able to pinpoint the missing link in the website's ecosystem.
information being seeked
information being seeked
information being provided
information being provided
click for details
click for details
click for details
KEY INSIGHTS
KEY INSIGHTS
Investors and practitioners are held back by the lack of proof, to act.
Investors and practitioners are held back by the lack of proof, to act.
I performed a UX audit to assess the current site structure and identify areas for adjustment.
I performed a UX audit to assess the current site structure and identify areas for adjustment.
Missing investment oppurtunities
Missing investment oppurtunities
Irrelevant content in homepage
Irrelevant content in homepage
Lack of business sophistication in style
Lack of business sophistication in style
Missing solution-practitioner connection
Missing solution-practitioner connection
Access restrictions to practitioners' solutions
Access restrictions to practitioners' solutions
I/A DESIGN & ITERATIONS
I/A DESIGN & ITERATIONS
Sitemap updates: smoother information access
Sitemap updates: smoother information access
Before
The visual sitemap revealed the site's confusing and overlapping structure.
The visual sitemap revealed the site's confusing and overlapping structure.
Collaboration
Conflicts are inevitable between stakeholders - finding the common goal is the key to resolve it.
Conflicts are inevitable between stakeholders - finding the common goal is the key to resolve it.
Iteration
Each new sitemap version focuses on simplifying the structure and creating clear, intuitive layers.
Each new sitemap version focuses on simplifying the structure and creating clear, intuitive layers.
After
The final sitemap is more efficient, with consistent naming and clear task indicators to help users navigate the layers.
The final sitemap is more efficient, with consistent naming and clear task indicators to help users navigate the layers.
UX DESIGN & ITERATIONS
UX DESIGN & ITERATIONS
Investors' flow: evaluating investment oppurtunities
Investors' flow: evaluating investment oppurtunities
Before
Finding all the necessary investment information for an evaluation requires back-and-forth navigation.
Finding all the necessary investment information for an evaluation requires back-and-forth navigation.
After
The investment evaluation process is now streamlined and clearly guided.
The investment evaluation process is now streamlined and clearly guided.
UN Global Team's flow: showcasing impact
UN Global Team's flow: showcasing impact
Before
Program impact visualizations are either hidden or static and difficult to explore.
Program impact visualizations are either hidden or static and difficult to explore.
After
Impact presentations are now prominently featured throughout the site.
Impact presentations are now prominently featured throughout the site.
Partners & practitioners' flow: seeking connections
Partners & practitioners' flow: seeking connections
Before
The knowledge platform, housing program solutions and community connections, is isolated from the main site.
The knowledge platform, housing program solutions and community connections, is isolated from the main site.
After
A network of global reef conservation is formed via mutual linkages.
A network of global reef conservation is formed via mutual linkages.
UI DESIGN & EXPLORATIONS
UI DESIGN & EXPLORATIONS
Visual refinement: business sophistication & social impact
Visual refinement: business sophistication & social impact
Together with graphic designer and investment advisors, we explored options for HI-Fi prototypes.
Together with graphic designer and investment advisors, we explored options for HI-Fi prototypes.
FEEDBACK & TAKEAWAY
FEEDBACK & TAKEAWAY
Internship review: a stepping stone to collaboration
Internship review: a stepping stone to collaboration
Loads of thanks to my wonderful, supporting colleages, leader, and collaborators @ United Nations Capital Development Fund. It has been a productive winter!
Loads of thanks to my wonderful, supporting colleages, leader, and collaborators @ United Nations Capital Development Fund. It has been a productive winter!
stakeholder management
fundraising website
timezone coordination