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Canadian Women's Foundation

Project Overview

Website re-design for a social impact organization.
Type: Design Sprint
Role: UX Researcher, UX/UI Designer
Duration: 5 days
Tools: Figma
Platform: Desktop
During my UX Design Bootcamp at BrainStation, we were tasked with completing a Design Sprint. The goal was to enhance a homepage & donation experience of a charity of choice. 

Starting Point & Motivation:

Designing for social good means using design to help non-profit, NGOs, & social enterprises extend their reach, grow support, & drive impact on the world's most pressing challenges. During the duration of the Design Sprint, it was International's Women's Day (March 3rd), so choosing the Canadian's Women's Foundation made the most sense. 

The Design Process:

My process for this design challenge was to leverage a non-linear design-thinking methodology. Through this human-centred approach, the goal was to design a desirable solution that addressed users’ real human needs.
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Problem Space:

Assist social impact organizations in expressing their value, and inspire people to take action in order to drive positive change.

Secondary Research:

On of my favourite stages in the Design Thinking Process - UX research!
During my initial quantitative research phase, I found that despite making up over a quarter of the population, Millennials and Generation Z account for just over a 10th of the monetary donations. also found that a very high number of visitors of NGO sites left within a minute, leading to a mere 11% of them becoming donors. Now if we can keep the users engaged for more than 2 minutes, the chance of conversion jumps 4 fold. With respect to women donors it was found that 90% who donate to women’s foundations are women.  We also found that when women believed their donations mattered, they were more likely to donate
90% of donors to women’s funds and foundations are women
67% of female donors are motivated when “they believe that their gifts can make a difference”
56% of women say they're more likely to donate if they receive regular communication about the impact that their donation is making

Primary Research:

To gain a better understanding of the problem space and the affected individuals, I reached out to 5 female millennials/Gen Zs residing in North America who donates to 1+ charities. The interviews conducted were de-contextualized, qualitative, & attitudinal facilitated over the phone or Zoom. Post-interviews, using an Affinity Map, I organized the insights gained from my interviews into motivations, behaviours, and pain points. 
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Problem Statement:
Difficulty in finding reliable information about the impact of donations, which can hinder potential donors' willingness to donate.
How might we help Millennial and Gen Z females, considering donating to the Canadian Women's Foundation, find reliable information about the impact of their donations in order to increase their willingness to donate?



With all the information I gathered from my secondary research and interviews, I synthesized it to develop a persona that would allow me to portray my target user. Having my persona at the core of my design decisions ensured that I always had the user in mind.
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UI Inspiration Board

Concept Sketching

Using pencil and paper, I began my preliminary sketching based on a UI inspiration board I created, which includes the features and functionalities for: a) Landing Page and b) Donation Page.

The design change decisions made:
  • Rearranged content to a more logical flow

  • Added interactive components to the header and ensured it was fixed in place

  • Improved donation navigation

  • Included ability to donate anonymously or on behalf of another

  • Added ability to alter donation amount prior to submitting

a) Landing Page

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b) Donation Page

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High Fidelity Prototype

After countless hours, multiple iterations, testing, colour injection trials, and brand development, I could finally bring my prototype from Mid-Fidelity to Hi-Fidelity and finalize the the re-design of both the landing page & donation process for Canadian Women's Foundation!
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Looking Ahead

Future Thinking

  • Improve mobile responsive version

  • Build remaining site pages

  • Content development

  • Improved graphics and animations

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