About the Client:
The National Anti-Vivisection Society (NAVS) is dedicated to ending the exploitation of animals used in science. NAVS promotes greater compassion, respect and justice for animals through educational and advocacy programs based on respected ethical, scientific and legal theory.
The Problem:
NAVS was struggling with engagement and wanted to increase online donations from both new and existing constituents, increase advocacy, and increase their email subscriber list.
The Solution:
I designed a site that puts a clear focus on what the organization does, why users should care, and how they can help. I led them through a strategic process to get to the heart of what the issues are and what the organization does so we could present this information in a simple and engaging way to users.
I simplified their site map to focus on key areas, created user journey maps to show the paths users would take to complete key tasks, helped them write messaging, and helped them choose impactful photography.
The end result is a site that has seen a significant increase in all forms of engagement and has been easy for the client to maintain.
