Wonder Foundation
UK
I led this content design project and helped Wonder Foundation hit their KPI’s: reach new audiences, increase donations and define their tone of voice.
All by reimagining the user journey.
Mockup of proposed homepage for web and app.
Challenge
- The foundation’s messaging was not reaching their target audience because they didn’t know how their users talked.
- This meant they were losing out on funding for campaigns and projects.
- The site lacked structure and overwhelmed users with repeated or unnecessary information. The homepage’s offer wasn’t engaging or clear.
- Users were dropping off before landing on the donate page. Which is where the foundation wanted their users to end up.
Proposed homepage with copy.
My process
- I ran stakeholder interviews and carried out data-driven research during the discovery phase.
- Mapping this information onto a user journey allowed me to find the pain points and understand the user’s emotional and mental model.
- I turned these insights into prototypes using Figma.
- And coached the foundation on how to find their tone of voice.
- A new site IA model helped users navigate and reach the donate page.
- I also created a macro content strategy and a micro content strategy for the homepage. The restructured messaging hierarchy meant the necessary information was accessible.
Work in progress showcasing user needs and acceptance criteria compilation and sorting.
Outcome
- A macro and micro content strategy.
- A repeatable donation module which was accessible – no matter where users landed.
- Prototypes that provided actionable solutions to the pain points.
- A site IA model that reimagined the user journey. And led users to the donate page.
- An updated taxonomy for the homepage so that messaging was dropped at the right place.
- Practical team exercises for tone of voice development.
- Copy that was clear, functional and on brand.
Homepage mockup with proposed donation component.
Homepage mockup showcasing vision and ways to help the foundation.
Telling product stories
I face product design challenges with skill.
And I’ve got the curiosity and flexibility to match.