- UX Designer
- Domain Research
- Use Cases
- Information Architecture
- Usability Testing
- Design Strategy
- 3 months
- Feb - April 2015
About the Somali Bantu Association's Website Redesign
I partnered with the passionate people of the Somali Bantu Association of America to redesign their website into a more engaging experience for visitors. The Somali Bantu Association is a non-profit organization that works with Somali Bantu and other African refugees to help them with their transition into western culture. After conducting research into what they do, I redesigned their website and provided mid-fidelity wireframes to their team.
After outlining the goals for the redesign with stakeholders in the organization, I redesigned the new website to address each of the specified goals.
- Make the website more engaging by using more images and stories of the Somali Bantu, and the people who work at the SBAOA.
- Design implications: I added a hero image to every main page of the website. I also integrated pictures and videos into the content and used visuals where appropriate to help tell stories. For example, on the donate page, we use a pie chart to communicate how donation money is used. I also designed a more dynamic “About Us” page to highlight the hard-working people in the organization who make it all run smoothly.
- Make donating easy and highly accessible.
- Design implications: I gave the donate link in the navigation bar more focus. Encouraged more of the workflow to be within the SBAOA website before transferring the user to PayPal.
- Encourage users to sign up for the newsletter and remain engaged with the organization after they leave the site.
- Design implications: I created a new page called “Get Involved” to give people who couldn’t donate money an opportunity to contribute to the organization. I kept the form to sign up for the newsletter in the footer, but also added it to a lot of other places in the site as appropriate.
- Help users understand the SBAOA's role in the community--Have users be able to answer what services does this organization provide?
- Design implications: I interviewed stakeholders at the SBAOA to learn more about their services. Then, I reorganized how the website talks about these services and provided copy that explains each in more detail.
- Build empathy by explaining why Somali Bantu refugees need aid when coming to America.
- Design implications: I created an “About the Somali Bantu” page that provides a brief history about the Bantu’s history, visualizes where they are from, and provides success stories of refugees the SBAOA has helped.
- Make the site skimmable.
- Design implications: I edited all of the content on the website to be more concise. I used headers and subheaders as an opportunity to describe the content below, rather than label sections.
- Design a simple, clear and concise navigation system that enables users to find content easily.
- Design implications: I used a bottom up approach to organize the new and existing content on the website by affinity. The affinities became the new nav bar.
- Revamp the website's aesthetic.
- Design implications: More visuals. Less text. A clear, flexible grid.
Define Goals for the Redesign
The first thing I did was learn about the organization and outline goals for the redesign with the Somali Bantu Association. (See above.)
Literature Review and Guerilla Interviews
I did a bit of research to learn about the non-profit space, and what people want to do on non profit websites. I did this by 1. Reading up online and 2. Quick guerilla interviews with people who I knew.
2 Key Use Cases
I created 2 use cases based on what I found during my research to help me organize the information on the site based on users' needs. For each use case, I defined the tasks a user would need to complete to be successful.Someone who knows the SBAOA visits the website to donate.
- Go to the SBAOA website.
- Read up on current and recent events that the SBAOA has organized to understand what her donation has helped accomplish.
- Donate money to the SBAOA.
- Google organization and visit the SBAOA website.
- Learn about the organization’s mission, programs and people involved.
- Sign up for the newsletter to stay informed about events to potentially get involved in.
The first thing I wanted to design was the website’s content. I went through every word of the website and edited it to be more concise, and better organized. I used a bottom up approach to create a navigation plan for existing and new content.
Low-fidelity Concept Sketches
Then I moved onto creating sketches and concepts for the website.
Mockups, Testing, and UI Specs
I digitized the sketches and tested those wireframes with 2 potential users, made a few changes to the naming in the navigation, and then created mid-fidelity wireframes for the SBAOA.
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