Overview
I enhanced Mindful Resolutions' digital presence by crafting a professional website. The site allowed this non-profit startup gain the credibility, accessibility, and interest it needs to become a more successful company.
Role
Tools
- Figma
- Webflow
Timeline
Problem Statement
Mindful Resolutions' old website was a single landing page that didn't serve the company's needs anymore. At the time, the website wasn't generating leads, and the client decided that an upgrade was necessary to capture interest. The site needed to reflect their new branding and expand on content.
Assessing Client Needs
My client said that she wanted a site that she could "be proud to show the Senator" as she plans on pitching her non-profit to several high-profile people and organizations who may require her services and invest into the company.
We identified these key goals:
- Highlight the human aspect and improve their credibility.
- Increase sign-up conversion rates.
- Raise awareness of the non-profit and its goals.
1. How do we highlight the human aspect and improve their credibility?
Add in relevant graphics.
I picked photos that represent my client's targeted demographics. There are photos of youth and adults working with youth of various races, ages, and roles. They are positively engaged with one another, which is the uplifting feeling that Mindful Resolutions wants to provide.
Show social proof.
On the Home page, I prominently displayed Mindful Resolution's partnership with the Oklahoma Commission on Children and Youth + important statistics to showcase the company's experience.
I changed the previously generic testimonies on the client's expertise with reviews taken from attendees interviews after Mindful Resolution trainings.
2. How do we increase conversion rates?
Make it easy to contact and schedule a meeting.
Several CTA sections were added to link to the Contact page on the bottom of pages so that when the user is done reading through, they are encouraged to contact the company.
The sticky navigation bar also keeps the Contact CTA in view at all times. Then, I added in a Calendly plug-in that makes it easier for my client to set up meetings.
User testing showed that it 100% of users found the Contact page in >3 seconds from either the navbar or CTA sections.
Tailor the site to the targeted demographics.
The copy for the website was consolidated from various documents the client provided. Running the copy through data.yze's Readability Analyzer resulted in an average reading level of 6th-10th grade. Therefore, teens can understand the site, but the copy is still sophisticated enough for adult professionals.
3. How do we raise awareness of the non-profit and its goals?
Increase accessibility.
The website was designed from the beginning with accessibility in mind to be inclusive of those needing assistive technologies. The web accessibility evaluation tool WAVE, shows zero accessibility issues. Mindful Resolution's increases its reach to a greater audience this way.
Make the website responsive.
Users can use any device to view the site because the site is built responsively. When my client is out networking with potential investors or clients, they can readily access the site with their phones.
Impact
The company secured a huge paid contract in Lawton, OK from a client that contacted her through the website using the form feature.
The client is pleased to see so many leads coming in organically.
Mindful Resolutions has been planning to expand nationally.
My client has started receiving inquiries from potential clients from out of state who found the website.
"Kyler's expertise and skills in UX/UI design were truly impressive. She was knowledgeable, skilled, helpful, timely, and maintained a level of professionalism that exceeded my expectations. Working with Kyler was a refreshing experience, as her dedication to delivering high-quality work was evident throughout the project." - Zana W. (Client)
Reflection
This project was a learning opportunity on how to complete an entire built by myself. While the site did launch with success, there were some things I wish I did better.
I could have reached out and gotten advice on the site earlier in the design phase instead of after the build phase. Getting feedback from user testing after the website was built meant that iterations were harder to implement.
Moving forward, I created a complete workflow for myself that included steps for feedback earlier on. This will help save me grief down the road and result in more streamlined products for future clients.