Project Overview:

The Stanford PACS Effective Philanthropy Initiative was looking for a redesign of their website. The main objective was to create a website that was intuitive and visually appealing to their users. We wanted to highlight the labs mission in regards to philanthropy, and research. We also wanted to ensure that the labs two major publications were easily accesble for users.

‍

My Role

1. Website hierarchy

2. User testing

3. Brand strategy

4. Asset development

5. Website redesign

‍

The Problem

The previous website did not reflect the scholarly work being produced by the lab. Beyond that their publications on Effective Philanthropy needed to be translated into intuitive, and immersive online learning experience.

Site Hierarchy

• The website is confusing, and navigation is messy.

Design

• The design is very outdated

Traffic & Bounce Rate

• There is very little traffic on the site.
• No stickiness.
• The bounce rate is less than 2m.

How the Toolkit & Guide Live Online

• The Toolkit needs to be an online learning experience.
• The guide isn't even living online, so how do we show case it?

‍

Goals

• Restructure the website to optimize the user flow
• Refresh the EPLI style guide, and website to reflect the print publications
  ‍

‍

Creative Process

1. Research: I conducted research on our competitors, and target audience to gain a better understanding of their brand and industry.

2. Sketching: Using the insights from my research, I developed the new website hierarchy, and sketched several wireframes to explore different design directions.

3. Digital Design: After reviewing the sketches with the client, I created several digital designs using Adobe Illustrator. I also created a brand kit based off of the programs featured publications.

4. Refinement: I refined the chosen design based on the client's and user feedback and made small adjustments to ensure it was an intuitive user experience, and representation of their brand.

5. Finalization: I launched the final website.

‍

The Solution

The solution was a complete website overhaul starting with the site hierarchy, and ending with a completely new style guide I specifically developed for the EPLI team to help define us as a lab at the Stanford Philanthropy and Civil Society Program.