LATINAN

A complete end-to-end redesign to support the organization's desired growth. Our research combined with the organization’s goals led to major findings that informed a design pivot. View the LATINAN project slide deck.

LATINAN

Latin Advocacy Network is a human rights organization dedicated to fighting for the respect and protection of economic, social, and cultural rights of people in the Americas.

The users

The majority of my research was dedicated to identifying the correct users as well as getting to the root of the organization’s needs.

Initial assumptions

(1) The website needs to cater to the LATINAN clients. (2) LATINAN’s growth is dependent on diversifying their client base with higher paying clients.

Interview insights

(1) Clients have never used the website. (2) Open volunteer positions are difficult to find. (3) The organization needs more volunteers. (4) All clients heard about LATINAN by word of mouth. (5) Grant Foundations do look at the website a lot.

Where are we growing?

At this point, we needed more information on the nonprofit’s desired growth. This led us to send off another round of questions to the LATINAN founder.

Desired Growth: (1) 5 more offices in 5 years. (2) Continue catering to low-income clients. (3) Gain more volunteers and eventually transition to full-time staff.

The Problem

Our research informed our target users and problem statement: Grant Foundation Employees and Prospective Volunteers did not have clear avenues to take on the website.

When the user interacts with the website

Through mapping user journeys we found where the Grant Foundation Employees and Volunteers interacted with the website.

Improvement needed

Based on the findings in the competitive and comparative analysis, we identified areas of improvement for the LATINAN website: 

(1) Create a more visually appealing website through the use of photos, infographics, and icons. (2) Enhance transparency by including a space for the LATINAN Team, Customer success stories, and volunteer opportunities.

Give them what they need

Our solution was rooted in strategically prioritizing and reorganizing information and features to fit the needs of the user. Based on the user research, we believe this solution will ultimately lead to an increase in funding and volunteer support.

Simplify navigation

Our proposed site map focuses on reducing confusion and cognitive load in both the top and footer navigation.

What does it look like?

We started with sketches and moved to wireframes, at which point we did initial usability testing.

Early results showed: (1) Easy to find content. (2) Quick navigation.

 These findings informed our next iterations.

Splashier and transparent

(1) Reduced confusion in the top and footer navigation. (2) Added space for more visual information.

Services provided

(1) Created space for updated information on the services provided. (2) As well as showcasing client success stories to emotionally engage the users.

Ways to support

Along with redesigning the donate page, we also added a page for volunteers to learn how they can support. We focused on creating space for information and clear instructions.

What worked

(1) Creating space for more information increased visual appeal and engagement. (2) Using common and clear language in our navigation menu reduced time on task.

Future considerations

Keeping in mind the focus of this redesign, here are some things that are yet to be implemented but would positively impact all user’s browsing experience.

(1) Create forms for the volunteer positions. (2) Create a form on the donate page (instead of rerouting to PayPal). (3) Add detailed bios for each staff and board member. (4) Create social media accounts to further promote LATINAN’s cause.