The Fishing School Website Redesigned
Redesigning The Fishing School website to improve future prospects of donations and partnership with corporate companies to join their their initiative.
UX Team:
Sanath Desai, Hailin Chen
My Contribution:
UX Research, Usabity Testing, Wire-framing & Prototyping, Visual Design
Timeline
July 2024 - August 2024 (8 Weeks)
The Fishing School
Fishing School DC is a dedicated educational nonprofit organization providing comprehensive after school programs for undeserved children in Washington, D.C. The organization focuses on academic enrichment, personal development, and essential life skills to empower young individuals and support their growth. Through engaging and supportive programs, Fishing School DC strives to create a nurturing environment that fosters learning, confidence, and success, helping children reach their full potential and contribute positively to their communities.
Main web pages
The Fishing School is a non-profit organization with key web pages that drive donations, programs, and collaboration partnerships.
Home Page
Program
Admission Form
Donation Page
Challenges
The current website does not have Google Analytics implemented in the code which lead to conducting a Usability Analysis to discover obstacle and challenges.
Navigation and Accessibility
The website suffers from inconsistent header names, broken links, and non-intuitive menu interactions, especially affecting mobile users, leading to confusion and frustration.
Search Functionality
The search field leads users to irrelevant pages with lengthy, unorganized text, instead of providing relevant, concise results.
Lack of WCAG Compliance
The website is not WCAG-certified, which means it does not meet accessibility standards for users with disabilities, creating barriers for inclusive access.
Call-to-Action (CTA) Issues
Missing or poorly implemented CTAs, especially in job openings, donation sections, and volunteer applications, confuse users.
Form Design
The enrollment form is overly long and complex, requiring excessive time to complete and leading to potential user drop-offs.
Content Presentation
Excessive text, outdated visuals, and a poor content hierarchy make the website difficult to navigate and less engaging for users.
Redundancy and Irrelevant Content
Repetitive information and irrelevant content dilute key messages and decrease the effectiveness of communication on the site.
Mobile Responsiveness
The website does not follow a mobile-first design approach, with numerous issues such as broken buttons and menus that hinder usability on mobile devices.
Outdated and Misleading Information
Several sections, such as the volunteer page, contain outdated content and broken links, damaging the site’s credibility.
Mid-Fidelity Prototype
Mid Fidelity prototype of the website was built address the challenges of Navigation, Information Architecture, and Feasibility of the new website.
Designed and Prototyped by UX Team
Improvement Checklist
These are the key improvements that address the pain points discovered in the Usability Analysis.
Color Palette
Function
Navigation
Content
Color Palette
The color palette is derived from the Brand Manual developed by the research team to Re-launch The Fishing School as an non profit organization.
Saffron
Ruddy Blue
Indigo Dye
Bittersweet
Lenin
Credit: Research and Branding Team
Redesigned Website
WCAG 2.1 AA Compliant
Visualization
New consistent visuals and images communicate information efficiently and uplift the existing content.
Content Simplification
The use of icons and improves readability of key information such as programs details.
New Navigation
The new header and foot adds robust and intuitive navigation to website for ideal archetypes.
User Flow
Donation process was streamlined with clear Call-to-Action buttons to reduce user drop outs(Churn Rate).
Designed by Hailin Chen