Empowering Asian women through a research-driven nonprofit site revamp
Empowering Asian women through a research-driven nonprofit site revamp
Website Redesign | Research + Design | Launched
Website Redesign | Research + Design | Launched
Empowering Asian women through a research-driven nonprofit site revamp
Website Redesign | Research + Design | Launched
Background
Background
Background
Introduction
Introduction
Based in Seattle, RISE2GETHER is a nonprofit that’s all about uplifting Asian women in their careers—whether that’s through virtual or in-person panels, community events, or partnering with women-owned businesses.
The website's main users are audience members, speakers, and volunteers.
Based in Seattle, RISE2GETHER is a nonprofit that’s all about uplifting Asian women in their careers—whether that’s through virtual or in-person panels, community events, or partnering with women-owned businesses.
The website's main users are audience members, speakers, and volunteers.
Website Problem
Website Problem
Data from Sep 1, 2024 – Mar 3, 2025
Data from Sep 1, 2024 – Mar 3, 2025
Limited Exploration Beyond the Homepage
Limited Exploration Beyond the Homepage
Low Engagement on Key Content
Low Engagement on Key Content
Most users stop at the homepage (6,487 views), with limited traffic to deeper pages like Workshops (440 views) or Past Events (618 views).
Most users stop at the homepage (6,487 views), with limited traffic to deeper pages like Workshops (440 views) or Past Events (618 views).
Pages like the Workshop (54 seconds avg. engagement) and About Us (71% bounce rate) fail to hold attention.
Pages like the Workshop (54 seconds avg. engagement) and About Us (71% bounce rate) fail to hold attention.
Heavy Reliance on Direct Traffic
Heavy Reliance on Direct Traffic
Friction in the Conversion Funnel
Friction in the Conversion Funnel
6,218 visits (over 75%) came from direct sources, with limited engagement from search engines (Google: 785 visits) or referral channels (Wechat: 592 visits).
6,218 visits (over 75%) came from direct sources, with limited engagement from search engines (Google: 785 visits) or referral channels (Wechat: 592 visits).
Despite interest in Career Panels (2,763 views), only 485 purchases were completed. Only 3% of visits led to product views.
Despite interest in Career Panels (2,763 views), only 485 purchases were completed. Only 3% of visits led to product views.
How might we guide users beyond the homepage and spark deeper, more meaningful engagement throughout the site?
How might we guide users beyond the homepage and spark deeper, more meaningful engagement throughout the site?
How might we guide users beyond the homepage and spark deeper, more meaningful engagement throughout the site?
So, the user research begins!
So, the user research begins!
So, the user research begins!
Research
Research
Research
Method
Method
Semi-Structure Interview
Semi-Structure Interview
Sample Size
Sample Size
13 Participants
13 Participants
Roles Covered
Roles Covered
Speakers, Audience, volunteers
Speakers, Audience, volunteers
Participant Demographics
Participant Demographics
Speaker
x4
Speaker
x4
Volunteer
x5
Volunteer
x5
Audience
x4
Audience
x4
Roles
Roles
Age
Age
0
0
2
2
4
4
6
6
8
8
7
7
Married
Married
Stable
Relationship
Stable
Relationship
Unmarried
Unmarried
Status Overview
Status Overview
0
0
2
2
4
4
6
6
3
3
Early 50s
Early 50s
5
5
Late 20s
Late 20s
3
3
Early 20s
Early 20s
Early 30s
Early 30s
0
0
2
2
4
4
6
6
8
8
7
7
TEch
TEch
Job Seeker
Job Seeker
Non-Tech
Non-Tech
Background
Background
0
0
2
2
4
4
6
6
8
8
3
3
20+ YOE
20+ YOE
1-5 YOE
1-5 YOE
6-10 YOE
6-10 YOE
YOE
YOE
Education
Education
0
0
3
3
6
6
9
9
Master
Master
Bachelor
Bachelor
High Priority
High Priority
Directly impact core user needs, information clarity, audience matching, and overall trust
Directly impact core user needs, information clarity, audience matching, and overall trust
Immediate Action Barriers
Immediate Action Barriers
Medium Priority
Medium Priority
Require strategic planning and may involve longer-term efforts.
Require strategic planning and may involve longer-term efforts.
Strategic & Long-Term Improvements
Strategic & Long-Term Improvements
Low Priority
Low Priority
Can be addressed in later iterations as resources allow.
Can be addressed in later iterations as resources allow.
Future Iterative Enhancements
Future Iterative Enhancements
Resolution Urgency
Resolution Urgency
#
#
Common Barriers
Common Barriers
Priority
Priority
Impact
Impact
Effort
Effort
Effort
Involved Aspects
Involved Aspects
Medium (Short-Term Fix)
Medium (Short-Term Fix)
Medium (Short-Term Fix)
Brand messaging, user trust, decision-making
Brand messaging, user trust, decision-making
Unclear Value Proposition
Unclear Value Proposition
High
High
High
High
High
High
1
1
Event planning, user expectations, participation
Event planning, user expectations, participation
Unclear Event Agenda
Unclear Event Agenda
High
High
High
High
Low (Quick Fix)
Low (Quick Fix)
Low (Quick Fix)
High
High
2
2
3
3
Insufficient Event Details
Insufficient Event Details
High
High
High
High
Low (Quick Fix)
Low (Quick Fix)
Event information, communication, user confidence
Event information, communication, user confidence
High
High
4
4
Lack of Speaker Credibility (Limited Information)
Lack of Speaker Credibility (Limited Information)
High
High
Medium
Medium
Low (Quick Fix)
Low (Quick Fix)
Speaker background, credibility, content relevance
Speaker background, credibility, content relevance
High
High
5
5
Mismatch Between Target Audience & Event Focus
Mismatch Between Target Audience & Event Focus
High
High
High
High
Medium (Moderate Effort)
Medium (Moderate Effort)
Audience targeting, relevance, engagement
Audience targeting, relevance, engagement
High
High
6
6
Speaker-Topic Misalignment
Speaker-Topic Misalignment
Medium
Medium
High
High
Medium (Moderate Effort)
Medium (Moderate Effort)
Content relevance, speaker alignment
Content relevance, speaker alignment
High
High
7
7
Topics Do Not Cover Their Interest
Topics Do Not Cover Their Interest
Medium
Medium
High
High
High (Long-Term)
High (Long-Term)
Content variety, user engagement, thematic relevance
Content variety, user engagement, thematic relevance
Medium
Medium
8
8
Shallow Content & Lack of Practical Takeaways
Shallow Content & Lack of Practical Takeaways
Medium
Medium
High
High
Medium (Moderate Effort)
Medium (Moderate Effort)
Event variety, inclusiveness, diverse needs fulfillment
Event variety, inclusiveness, diverse needs fulfillment
Medium
Medium
Content depth, actionable insights, user value
Content depth, actionable insights, user value
Shallow Content & Lack of Practical Takeaways
Shallow Content & Lack of Practical Takeaways
Medium
Medium
High
High
High
High
High (Long-Term)
High (Long-Term)
High (Long-Term)
9
9
User experience, site structure, information findability
User experience, site structure, information findability
High (Long-Term UX Redesign)
High (Long-Term UX Redesign)
High (Long-Term UX Redesign)
Confusing Navigation
Confusing Navigation
Medium
Medium
High
High
Medium
Medium
10
10
11
11
Unclear Information Hierarchy
Unclear Information Hierarchy
Medium
Medium
High
High
High (Long-Term UX Redesign)
High (Long-Term UX Redesign)
Information organization, clarity, overall UX
Information organization, clarity, overall UX
Medium
Medium
12
12
Disorganized Information Architecture
Disorganized Information Architecture
Medium
Medium
Medium
Medium
High (Long-Term UX Redesign)
High (Long-Term UX Redesign)
Site structure, navigation consistency, overall UX
Site structure, navigation consistency, overall UX
Medium
Medium
13
13
Ineffective Networking Opportunities
Ineffective Networking Opportunities
Medium
Medium
High
High
High (Long-Term)
High (Long-Term)
Networking, social interaction, community building
Networking, social interaction, community building
Medium
Medium
14
14
Limited Event Accessibility
Limited Event Accessibility
Medium
Medium
Medium
Medium
High (Long-Term)
High (Long-Term)
Usability, inclusion, access for diverse users
Usability, inclusion, access for diverse users
Medium
Medium
15
15
Lack of Icebreakers
Lack of Icebreakers
Medium
Medium
Medium
Medium
Medium (Moderate Effort)
Medium (Moderate Effort)
Social interaction, engagement, community initiation
Social interaction, engagement, community initiation
Medium
Medium
16
16
Weak Brand Positioning
Weak Brand Positioning
Medium
Medium
Medium
Medium
Medium (Strategic)
Medium (Strategic)
Brand identity, market positioning, consistency
Brand identity, market positioning, consistency
Medium
Medium
Content depth, actionable insights, user value
Content depth, actionable insights, user value
Limited Community Engagement
Limited Community Engagement
Medium
Medium
High
High
High
High
High (Long-Term)
High (Long-Term)
High (Long-Term)
17
17
Volunteer role clarity, communication
Volunteer role clarity, communication
Unclear Volunteer Expectations
Unclear Volunteer Expectations
Medium (Moderate Effort)
Medium (Moderate Effort)
Medium (Moderate Effort)
Low
Low
Low
Low
Low
Low
18
18
Insights by User Role
Insights by User Role
Insights by User Role
Key Findings
Key Findings
Vague descriptions: Event details are unclear.
Generic topics: Broad themes don’t meet diverse needs.
Confusing navigation: Difficult to filter and find events.
Vague descriptions: Event details are unclear.
Generic topics: Broad themes don’t meet diverse needs.
Confusing navigation: Difficult to filter and find events.
User Insights
User Insights
Want quick evaluation of event fit.
Need clear categorization and a strong value proposition.
Want quick evaluation of event fit.
Need clear categorization and a strong value proposition.
Audience
Audience
Speakers
Speakers
Key Findings
Key Findings
Insufficient profiles: Bios lack detail and credentials.
Theme mismatch: Speakers don’t always align with event topics.
Poor communication: Limited pre/post-event support.
Insufficient profiles: Bios lack detail and credentials.
Theme mismatch: Speakers don’t always align with event topics.
Poor communication: Limited pre/post-event support.
User Insights
User Insights
Need standardized, detailed profiles.
Expect speaker-event theme alignment.
Need standardized, detailed profiles.
Expect speaker-event theme alignment.
Key Findings
Key Findings
Unclear roles: Volunteer duties are ambiguous.
Lack of training: Insufficient support affects performance.
Limited interaction: Poor collaboration and communication.
Unclear roles: Volunteer duties are ambiguous.
Lack of training: Insufficient support affects performance.
Limited interaction: Poor collaboration and communication.
User Insights
User Insights
Require clear guidelines and structured training.
Desire improved peer interaction and support.
Require clear guidelines and structured training.
Desire improved peer interaction and support.
Volunteer
Volunteer
01 Improve Information Accessibility
01 Improve Information Accessibility
Optimize Information Architecture (IA) and navigation to help users quickly find events, speaker details, and community resources.
Enhance search functionality and categorization for better content discoverability.
Optimize Information Architecture (IA) and navigation to help users quickly find events, speaker details, and community resources.
Enhance search functionality and categorization for better content discoverability.
02 Increase User Engagement
02 Increase User Engagement
Improve event pages and descriptions to provide clear, detailed, and engaging content.
Strengthen community-building features beyond the events themselves to foster long-term engagement.
Integrate interactive elements to encourage participation before, during, and after events.
Improve event pages and descriptions to provide clear, detailed, and engaging content.
Strengthen community-building features beyond the events themselves to foster long-term engagement.
Integrate interactive elements to encourage participation before, during, and after events.
03 Streamline Ticketing & Conversion Funnel
03 Streamline Ticketing & Conversion Funnel
Reduce friction in the ticket purchase process to improve conversion rates.
Optimize checkout & registration UX for a seamless experience.
Make pricing, benefits, and event value more transparent and compelling.
Reduce friction in the ticket purchase process to improve conversion rates.
Optimize checkout & registration UX for a seamless experience.
Make pricing, benefits, and event value more transparent and compelling.
04 Strengthen Brand Identity & Credibility
04 Strengthen Brand Identity & Credibility
Ensure consistent branding & messaging across the website.
Improve speaker visibility with clearer credentials and event alignment.
Establish a more modern, professional, and trustworthy visual style.
Ensure consistent branding & messaging across the website.
Improve speaker visibility with clearer credentials and event alignment.
Establish a more modern, professional, and trustworthy visual style.
05 Enhance Content Personalization & Relevance
05 Enhance Content Personalization & Relevance
Improve event recommendations and filtering based on user needs.
Ensure event descriptions clearly define target audiences and key takeaways.
Introduce pre- and post-event engagement opportunities (e.g., surveys, discussions) to enhance user involvement.
Improve event recommendations and filtering based on user needs.
Ensure event descriptions clearly define target audiences and key takeaways.
Introduce pre- and post-event engagement opportunities (e.g., surveys, discussions) to enhance user involvement.
Research Synthesis
Research Synthesis
Research Synthesis
Painpoints Prioritization
Painpoints Prioritization
Painpoints Prioritization
Design Objectives
Design Objectives
Community-Driven Features
Community-Driven Features
After completing a thorough round of research, I shifted my focus to the second design objective: increasing user engagement through community building.
To do this, we needed to engage three key groups: our volunteers, our audience and our partners. I approached this almost as a service design challenge—thinking not just about the digital product, but how people interact with RISE2GETHER before, during, and after events.
After completing a thorough round of research, I shifted my focus to the second design objective: increasing user engagement through community building.
To do this, we needed to engage three key groups: our volunteers, our audience and our partners. I approached this almost as a service design challenge—thinking not just about the digital product, but how people interact with RISE2GETHER before, during, and after events.
After completing a thorough round of research, I shifted my focus to the second design objective: increasing user engagement through community building.
To do this, we needed to engage three key groups: our volunteers, our audience and our partners. I approached this almost as a service design challenge—thinking not just about the digital product, but how people interact with RISE2GETHER before, during, and after events.
Before events
Before events
We count on volunteers to keep things going. I redesigned the “Join as a volunteer” flow to make sign-up smoother and spotlight how essential volunteers are to RISE2GETHER.
We count on volunteers to keep things going. I redesigned the “Join as a volunteer” flow to make sign-up smoother and spotlight how essential volunteers are to RISE2GETHER.
After events
After events
After events
I looked for ways to keep the momentum going. One idea was the Swag Shop—a place where attendees can buy merch that builds a sense of belonging and spreads the mission.
I looked for ways to keep the momentum going. One idea was the Swag Shop—a place where attendees can buy merch that builds a sense of belonging and spreads the mission.
I looked for ways to keep the momentum going. One idea was the Swag Shop—a place where attendees can buy merch that builds a sense of belonging and spreads the mission.
Along the way
Along the way
We partnered with local Asian women-owned businesses for venues, food, and more. The Support Local Businesses feature spotlighted these partnerships—a win-win that built visibility, trust, and community.
We partnered with local Asian women-owned businesses for venues, food, and more. The Support Local Businesses feature spotlighted these partnerships—a win-win that built visibility, trust, and community.
Join as a Volunteer Redesign
Join as a Volunteer Redesign
Swag Page
Swag Page
Support Local Businesses Page
Support Local Businesses Page
User Journey Map
User Journey Map
Comparison
Comparison
Competitive Analysis
Competitive Analysis
STAGES
STAGES
STEPS
STEPS
FEELING
FEELING
PAIN POINTS
PAIN POINTS
Wait for several days
Contacted by founder or rise2gether WeChat account
Been invited to the volunteer group
Wait for several days
Contacted by founder or rise2gether WeChat account
Been invited to the volunteer group
Click “Join as a Volunteer”
Enter google form
Sign in to complete the form
Enter personal information: location, email, full name, WeChat, etc.
Click “Join as a Volunteer”
Enter google form
Sign in to complete the form
Enter personal information: location, email, full name, WeChat, etc.
Enter the website
Browse more information about volunteer
Return to the landing page
Enter the website
Browse more information about volunteer
Return to the landing page
Follow social media
Send messages in social media rise2gether account for volunteer information
Join social media group chat
Follow social media
Send messages in social media rise2gether account for volunteer information
Join social media group chat
Discover volunteer recruiting from social media
Discover interested event
Receive relevant information in group chat
Discover volunteer recruiting from social media
Discover interested event
Receive relevant information in group chat
Rely recommendation algorithm from social media
Possible to miss the posts or information in Group Chat
Rely recommendation algorithm from social media
Possible to miss the posts or information in Group Chat
Unclear about the specific role and responsibilities
Unclear about the specific role and responsibilities
The website does not specify the roles and different department.
Unclear about the time commitment.
The website does not specify the roles and different department.
Unclear about the time commitment.
Users are redirected to a Google Form.
No info on next steps or wait time.
Some users do not have WeChat
Users are redirected to a Google Form.
No info on next steps or wait time.
Some users do not have WeChat
It take long time wait for approval.
Users might miss WeChat adding requesting.
It take long time wait for approval.
Users might miss WeChat adding requesting.
TOUCHPOINTS
TOUCHPOINTS
RedNotes: posts & group chats
WeChat: group chats
Linkedin posts
RedNotes: posts & group chats
WeChat: group chats
Linkedin posts
RedNotes: posts & group chats
WeChat: chats & group chats
RedNotes: posts & group chats
WeChat: chats & group chats
Website - landing page > join as Volunteer
Website - landing page > join as Volunteer
Website > join as Volunteer
Google form
Website > join as Volunteer
Google form
WeChat > new friends > chat
Invited to WeChat group chat
WeChat > new friends > chat
Invited to WeChat group chat
Chat with Kexin about interested roles
Join volunteer onboarding meeting
Sign up for specific volunteer role for events or enter different departments
Chat with Kexin about interested roles
Join volunteer onboarding meeting
Sign up for specific volunteer role for events or enter different departments
Zoom/other meeting platform
Zoom/other meeting platform
N/A
N/A
Before --- Google Form
Before --- Google Form
After --- Integrated in Website
After --- Integrated in Website
Contact Information
Contact Information
First Name*
First Name*
Last Name*
Last Name*
Email*
Email*
Wechat ID
Wechat ID
Sign up for news and updates
Sign up for news and updates
As a volunteer, how RISE2GETHER could help you?
As a volunteer, how RISE2GETHER could help you?
Any other comments or questions for RISE2GETHER?
Any other comments or questions for RISE2GETHER?
What company are you working at
What company are you working at
Background & Expertise
Background & Expertise
Does your company match volunteer hour?
Does your company match volunteer hour?
Other: ____________________
Other: ____________________
Design RISE2GETHER logo and website
Design RISE2GETHER logo and website
Design
Design
Design and publish event info on social media
Design and publish event info on social media
Marketing
Marketing
Take photo/video, edit podcast/video
Take photo/video, edit podcast/video
Media
Media
Reach out to speakers and other NPOs for partnership
Reach out to speakers and other NPOs for partnership
Outreach
Outreach
Drive fundraising events similar to give back in MSFT
Drive fundraising events similar to give back in MSFT
Fundraising
Fundraising
Coordinate speakers&hosts to decide on time and place
Coordinate speakers&hosts to decide on time and place
Event planning
Event planning
Check in audience, help with setup and cleanup etc.
Check in audience, help with setup and cleanup etc.
Event volunteer
Event volunteer
Budgeting, planning, accounting, reporting
Budgeting, planning, accounting, reporting
Finance
Finance
Draft legal document, regulatory compliance
Draft legal document, regulatory compliance
Legal
Legal
Sideline range of products, share bakery, artwork etc
Sideline range of products, share bakery, artwork etc
Handicraft
Handicraft
Which areas are you interested in? (Check all that apply)*
Which areas are you interested in? (Check all that apply)*
We’ll use this to match you with opportunities that fit your time and interests.
We’ll use this to match you with opportunities that fit your time and interests.
No pressure—just an estimate is totally fine! Every bit of your time is appreciated.
No pressure—just an estimate is totally fine! Every bit of your time is appreciated.
RISE2GETHER can help with ...
RISE2GETHER can help with ...
Join as a Volunteer!
Join as a Volunteer!
How much time would you like to commit each week?
How much time would you like to commit each week?
Other: ____________________
Other: ____________________
Less than 1 hour — I’m busy, but happy to support when I can
Less than 1 hour — I’m busy, but happy to support when I can
1–3 hours — I can help with small tasks or event support
1–3 hours — I can help with small tasks or event support
3–6 hours — I’d love to join a team and attend regular meetings
3–6 hours — I’d love to join a team and attend regular meetings
Over 6 hours — I’m excited to get deeply involved and grow with the team
Over 6 hours — I’m excited to get deeply involved and grow with the team
How did you find us?*
How did you find us?*
Other: ____________________
Other: ____________________
Additional Information & Comments
Additional Information & Comments
Thanks for your interest in volunteering!
We’ll follow up with opportunities that align with your time and goals.
Let us know how you’d like to help—and grow—with us.
Thanks for your interest in volunteering!
We’ll follow up with opportunities that align with your time and goals.
Let us know how you’d like to help—and grow—with us.
Thank you for your support — we’ve received your submission!
We’ll be in touch soon via email or WeChat with volunteer opportunities that match your interests and availability.
We’re so excited to have you with us, and can’t wait to see what we’ll create together.
Thank you for your support — we’ve received your submission!
We’ll be in touch soon via email or WeChat with volunteer opportunities that match your interests and availability.
We’re so excited to have you with us, and can’t wait to see what we’ll create together.
Post Submission
Post Submission
Yellow = what we can add
Yellow = what we can add
Product lists
Product lists
$ 39.99
$ 39.99
Sweat shirt
Sweat shirt
Buy Now
Buy Now
$ 39.99
$ 39.99
Sweat shirt
Sweat shirt
Buy Now
Buy Now
$ 39.99
$ 39.99
Sweat shirt
Sweat shirt
Buy Now
Buy Now
$ 39.99
$ 39.99
Sweat shirt
Sweat shirt
Buy Now
Buy Now
$ 39.99
$ 39.99
Sweat shirt
Sweat shirt
Buy Now
Buy Now
$ 39.99
$ 39.99
Sweat shirt
Sweat shirt
Buy Now
Buy Now
*Each swag is thoughtfully designed by Rise2gether’s designer communities.
*Each swag is thoughtfully designed by Rise2gether’s designer communities.
k
k
Getting something stylish and unique while helping Rise2gether with:
Getting something stylish and unique while helping Rise2gether with:
Amplify the voices of Asian women
Amplify the voices of Asian women
Build trustable asian women community
Build trustable asian women community
Sustain our daily operations and events
Sustain our daily operations and events
Pickup Info
Pickup Info
Available for in-person pickup only at any of our career panel events in Seattle. Come say hi and grab your SWAG while you're there!
Available for in-person pickup only at any of our career panel events in Seattle. Come say hi and grab your SWAG while you're there!
Design Draft 1
Design Draft 1
Design Draft 2
Design Draft 2
Problem
Problem
(Built on Square Space)
(Built on Square Space)
(Built on Square Space)
(Built on Square Space)
Buy Now →Add to cart
Considering Variations of a product
Need to remind users of the pickup policy when checking out (check box...)
Buy Now →Add to cart
Considering Variations of a product
Need to remind users of the pickup policy when checking out (check box...)
Fixed the problems above
Added a new page
Fixed the problems above
Added a new page
(Built on Square Space)
(Built on Square Space)
Added “How did you find us?” for marketing insights
Added “How did you find us?” for marketing insights
Added “How did you find us?” for marketing insights
Highlights of the new design are in Yellow
Highlights of the new design are in Yellow
Key Takeaways
Key Takeaways
Key Takeaways
This project taught me how to turn hours of user interviews into actionable insights. I created a detailed coding book with 250+ unique codes across 13 transcripts—something I’d never done before. This helped me spot recurring pain points, prioritize them by impact and effort, and tie every design move back to real user needs.
While my focus was on boosting user engagement through community-driven features, I realized that no feature exists in isolation. Improving engagement also meant improving brand credibility through tone and messaging, and refining information architecture to make sign-ups intuitive. It reminded me that good design isn’t just about how things look or work—it's about how people feel when they interact with it.
It was also a lesson in service design: mapping the user journey across all touchpoints—before, during, and after an event—and designing for each phase holistically.
This project taught me how to turn hours of user interviews into actionable insights. I created a detailed coding book with 250+ unique codes across 13 transcripts—something I’d never done before. This helped me spot recurring pain points, prioritize them by impact and effort, and tie every design move back to real user needs.
While my focus was on boosting user engagement through community-driven features, I realized that no feature exists in isolation. Improving engagement also meant improving brand credibility through tone and messaging, and refining information architecture to make sign-ups intuitive. It reminded me that good design isn’t just about how things look or work—it's about how people feel when they interact with it.
It was also a lesson in service design: mapping the user journey across all touchpoints—before, during, and after an event—and designing for each phase holistically.
This project taught me how to turn hours of user interviews into actionable insights. I created a detailed coding book with 250+ unique codes across 13 transcripts—something I’d never done before. This helped me spot recurring pain points, prioritize them by impact and effort, and tie every design move back to real user needs.
While my focus was on boosting user engagement through community-driven features, I realized that no feature exists in isolation. Improving engagement also meant improving brand credibility through tone and messaging, and refining information architecture to make sign-ups intuitive. It reminded me that good design isn’t just about how things look or work—it's about how people feel when they interact with it.
It was also a lesson in service design: mapping the user journey across all touchpoints—before, during, and after an event—and designing for each phase holistically.
Future Outlook
Future Outlook
Future Outlook
Right now, this case shows final results, but I’d love to surface more of the iteration story—how user feedback shaped my choices, what didn’t work at first, and how I adapted.
Working within Squarespace also made me realize the value of technical fluency. Some ideas—like adding a fixed banner to remind users of pickup policy—were limited by platform restrictions. In future versions, I plan to bring in more custom code and, if possible, gain broader admin access to implement designs more freely.
Right now, this case shows final results, but I’d love to surface more of the iteration story—how user feedback shaped my choices, what didn’t work at first, and how I adapted.
Working within Squarespace also made me realize the value of technical fluency. Some ideas—like adding a fixed banner to remind users of pickup policy—were limited by platform restrictions. In future versions, I plan to bring in more custom code and, if possible, gain broader admin access to implement designs more freely.
Right now, this case shows final results, but I’d love to surface more of the iteration story—how user feedback shaped my choices, what didn’t work at first, and how I adapted.
Working within Squarespace also made me realize the value of technical fluency. Some ideas—like adding a fixed banner to remind users of pickup policy—were limited by platform restrictions. In future versions, I plan to bring in more custom code and, if possible, gain broader admin access to implement designs more freely.
Friendlier, more empowering tone aligned with our mission
Friendlier, more empowering tone aligned with our mission
Added email opt-in to build long-term connection
Added email opt-in to build long-term connection
Made WeChat ID optional for flexibility
Made WeChat ID optional for flexibility
Added info icon to clarify "Volunteer Hours"
Added info icon to clarify "Volunteer Hours"
Added time commitment question with friendly, flexible options to set clear expectations
Added time commitment question with friendly, flexible options to set clear expectations
Clear section headers for smoother navigation
Clear section headers for smoother navigation
Showing we value volunteer voices and are committed to mutual growth.
Showing we value volunteer voices and are committed to mutual growth.
Users now see a thank-you and confirmation page with next steps— more human, less cold
Users now see a thank-you and confirmation page with next steps— more human, less cold