Increase of Active Users
Increase in Organic Search Sessions
Increase in Active Engagement Time
Month-over-month Growth of Users
DESIGN PRINCIPLES
RESEARCH SNAPSHOT
Listen closely before changing the system.
The starting point was not a new visual language. It was an (internal) shared understanding of how people described the organization (both its mission and the programs themselves), where programs lost momentum, and how Urban Impact could operate in a more symbiotic/synergistic fashion.
My research workshops revealed Urban Impact's branding and brand cohesion suffered from the joint problem of being unsure if it wanted to be a Branded House or a House of Brands. Each division of Urban Impact had its own color scheme, design preferences, marketing channels, and engagement tendencies with no guidelines within each and no set strategy for growth or continuity.
12
Conversations with program leads, partners, and community-facing staff.
6
Distinct programs mapped into one clearer, more navigable digital ecosystem.
1
Shared narrative: a community organization with many doors, but one mission.
AUDIENCE PATHWAYS
By stepping away from the perspective of the organization and using personas co-created with the team(s) we were able to discover gaps and potential touchpoints for improvement.
01 / DISCOVERY
How are users Discovering us?
Urban Impact lacked a unified plan of action with their social channels in addition to very poor Search Engine Optimization.
02 / ENGAGEMEMT
Are users Engaging with us?
Program outcomes and involvement opportunities make it easier to identify a meaningful role.
03 / COLLABORATION
How do we Collab with users?
Program outcomes and community/user involvement opportunities make it easier to identify a meaningful role.
MOCKUPS
Original Sitemap
Information Architecture
To help align stakeholders I mapped the organizations digital touchpoints and footprint. Bringing in stakeholders of all levels for a discovery workshop.
Annotated Iterations
Blueprint for Change
This allowed me to construct successive Sitemap's proposing new changes, connections, and practices while evaluating KPI's and bottlenecks.
DESIGN GOALS
Consistency became a service to the community.
Rather than treating the redesign as a collection of pages, the work established reusable patterns that helped every program feel familiar, credible, and easy to maintain.
01
Flexible navigation
A consistent information model allowed people to move between programs without having to relearn the site.
02
Modular storytelling
Shared sections made it easier to showcase outcomes, services, and local stories without forcing every program into the same script.
03
Accessible foundations
Contrast, hierarchy, and plain language were treated as essential infrastructure—not finishing touches.
THE SHIFT
The result was a clearer foundation for Urban Impact’s work today—and a flexible platform for the relationships, services, and stories still to come.
ONE SYSTEM
Unified presence
MANY ENTRY POINTS
Clearer next actions
FLEXIBLE FOUNDATION
Room for growth
Challenges | Reflection
Here are some of the main outcomes and deliverables I was able to bring.
