Move For Change
Project Overview
Move for Change is a purpose-driven platform focused on inspiring community impact through action. The original website struggled with unclear messaging, weak visual hierarchy, and limited guidance for users on how to get involved.
This redesign reimagines the experience from the ground up—transforming it into a clear, emotionally engaging journey that highlights the mission, builds trust, and drives participation. By refining the structure, elevating storytelling, and introducing more intentional calls-to-action, the new experience better connects users to the cause and encourages meaningful engagement.
Role
UX Researcher / UI Designer
Platform
Responsive Web
Timeline
6 Weeks
What needs fixing?
The original experience lacked clarity, making it difficult for users to quickly understand the mission or how to get involved. Weak information hierarchy, minimal storytelling, and unclear calls-to-action created friction—resulting in low engagement and missed opportunities for participation.
Our Objectives
Clarify the mission and value proposition at first glance
Improve information hierarchy and content structure
Strengthen visual storytelling to create emotional engagement
Introduce clear, intentional calls-to-action
Guide users seamlessly toward participation and support
Increase overall user understanding, trust, and engagement
PREVIOUS STATE DESIGNS
Lack of clarity around the purpose and mission
Difficult for users to understand how to take action
Key information buried or hard to find
Weak visual hierarchy
Experience felt more informational than engaging
Missed opportunities to connect with and motivate users
User Interviews / Insights
We conducted 1:1 user interviews with people familiar with donation platforms to understand where the current experience was breaking down. By guiding users through the site and capturing their real-time thoughts, we identified key friction points around clarity, trust, and ease of action—insights that directly shaped our redesign priorities.
We grouped user interview insights into key themes like clarity, action, and trust to identify major friction points. These prioritized clusters directly informed the design decisions behind the redesigned Move For Change experience.
Persona Generation
We created the persona by synthesizing key patterns from user research, capturing shared goals, motivations, and pain points. This ensured our design decisions stayed grounded in real user needs throughout the Move For Change redesign.
New IA Strategy
From our Persona insights, I identified four core experience gaps—clarity, motivation, action, and trust. This helped restructured the landing page to follow a conversion-first narrative flow:
Hook (Above the Fold)
Clear value proposition + primary CTAHow It Works
Simplified 3-step explanationFeatured Movements
Immediate opportunity to engageImpact & Social Proof
Stats, testimonials, real outcomesDeep Dive Content (Optional)
For users needing more validationPersistent CTAs
Repeated entry points to convert
Wireframes
I introduced a clear CTA hierarchy (“Start a Movement” vs “Fund a Movement”), designed movement cards to feel tangible and actionable, reduced cognitive load through progressive disclosure, structured content for scroll-based storytelling, and prioritized mobile-first readability and scanning.
BRANDING
The branding uses a bold “energy yellow” palette to drive attention and action, balanced with neutral tones for clarity. This creates a clean, modern, and approachable experience where key interactions stand out.
NEW RESPONSIVE DESIGNS
Improved Landing Page
Strong, emotionally resonant hero section
Clear explanation of platform mechanics
Visually engaging movement cards
Prominent impact metrics
Consistent, high-contrast CTAs
Elevated, modern visual design system
MOVEMENTS DETAILS PAGE
Drive action with clear CTAs to join or fund
Build emotional connection to the cause
Increase trust through visible impact
Encourage engagement and sharing
IMPACT & RESULTS
25%+
Increase in user engagement within the first year
$180K
Raised
for charity
Future thinking
AI-powered personalization
VR/AR integration - Boost user retention by 30%
Advanced wearable technology - 40% increase in data-driven insights
Social feature evolution - 50% growth in active users, fostering community engagement
15+
Charities helped within
the first year