Proud Arts STL Nonprofit Website Redesigned for Engagement and Community Impact
Redesigning a nonprofit platform to drive engagement and community impact
Overview
About This Project
A St. Louis-based non-profit organization focused on supporting LGBTQIA+ youth through creative workshops, community programs, and safe spaces that foster self-expression, connection, and personal growth.
The Problem
What Needed Solving
The organization needed a website that could effectively communicate its mission, programs, and community impact while creating an emotionally engaging experience for visitors. The existing structure lacked clarity in storytelling, program presentation, and user flow, making it difficult to drive engagement, registrations, and donations.
Weak Mission Storytelling
The existing website failed to convey the emotional impact and community importance of the organization's work, limiting its ability to connect with visitors and inspire action.
Unclear Program Presentation
Programs, workshops, and community initiatives were not clearly structured or easy to discover, making it difficult for interested visitors to find relevant opportunities and register.
Low Donation & Registration Conversion
Key conversion points including donation forms and workshop registrations lacked the surrounding context and UX support needed to motivate visitors to take action.
Disjointed Navigation & User Flow
Navigation was not organized around the visitor's journey, creating confusion and drop-off before users could reach the programs or actions most important to the organization.
Our Approach
How We Solved It
We completely redesigned the website with a focus on storytelling, accessibility, and user experience. The new design was structured to clearly communicate the organization's mission and impact, while making it easier for users to explore programs, register for workshops, and get involved. We improved content hierarchy, simplified navigation, and created a more engaging visual experience aligned with the brand's identity and values. Special attention was given to conversion points such as workshop registrations and donations, ensuring a seamless and intuitive user journey.
What We Built
Key Features & Deliverables
Mission-Driven Visual Redesign
Brand-aligned visual experience that communicates the organization's values and community impact from the first moment visitors arrive.
Impact-First Storytelling
Restructured content hierarchy that leads with mission and community impact stories, building emotional connection before presenting programs and asks.
Community Engagement Design
UX designed around the visitor journey from awareness through to participation, making it easy for community members to get involved.
Program & Workshop Discovery
Clearly organized program pages and workshop listings enabling visitors to quickly find, understand, and register for relevant community offerings.
Donation Flow Optimization
Streamlined donation experience with contextual storytelling and minimal friction, supporting the organization's fundraising mission.
Conversion Point Optimization
Strategic optimization of all key action points including registration forms, donation CTAs, and volunteer sign-ups across the site.
How We Work
Our Process
Mission & Audience Research
Worked closely with the organization to understand their community, programs, and fundraising needs, and mapped these to a visitor-centered website strategy.
Brand-Aligned UX Design
Designed an emotionally resonant, brand-consistent visual experience that reflects the organization's identity and inspires community participation.
WordPress Development
Built the redesigned website on WordPress with accessible design patterns, mobile optimization, and integrated registration and donation functionality.
Conversion Point Refinement
Optimized all key action points — registrations, donations, and volunteer sign-ups — with supporting content and minimal friction user flows.
Accessibility Review & Launch
Conducted accessibility and cross-device testing before launching, ensuring the platform is welcoming and usable for all community members.
Measurable Outcomes
Results & Impact
What We Delivered
The redesigned platform significantly improved content clarity, user navigation, and overall engagement. The enhanced structure and storytelling approach made it easier for visitors to explore programs, understand the organization's mission, and take action through registrations and donations. The improved user experience contributed to stronger interaction with key sections of the site, supporting ongoing community growth and participation.
"The redesigned website finally tells our story in a way that moves people. We can see the difference in how visitors engage with our programs and how many more are completing registrations and making donations. It is exactly what our community needed."
AJ
Executive Director · Proud Arts STL
Visual Showcase
The Finished Product
Technologies Used
