PROJECTS INCLUDED
Market and User Research, Brand Updates, Design System, and Website Redesign
BRANDING. WEBSITE DESIGN. UI/UX. DESIGN SYSTEM.
Goodwill of North Georgia
Helping non profits is a passion of mine and there isn’t a better one then Goodwill. They have a wonderful mission of helping the community to find jobs and provide them with different types of job training. It was a struggle for them to get this message out and their website wasn’t helping. At Brunner I had the opportunity to not only redesign their website but help reshape their brand to better put their mission in the forefront.
Goodwill of North Georgia is all about helping people find jobs. This nonprofit has been making a difference in the area for over 90 years. They operate in a 45-county region with more than 100 locations throughout North Georgia. The money earned from their retail stores goes directly into funding job training and placement programs. In the fiscal year 2021, Goodwill of North Georgia offered job training and employment services to over 31,000 individuals, successfully assisting more than 16,000 people in securing jobs or launching their own businesses. However, many people primarily see Goodwill as just a place to drop off their old items. At Brunner, I was lucky to help share Goodwill’s story and support their strategic vision.
As the Senior User Experience Lead, I played a key role in using creativity, data insights, and technology to help Goodwill connect with a younger, more tech-savvy audience. While the site attracted a lot of visitors, it wasn't delivering the value that those visitors were seeking. For many nonprofits, managing a high-performing website can drain precious time, money, and resources, which can detract from their main mission. We wanted to help fix that.
PERSONA CREATION
To gain a clearer insight into our various target audiences, we organized internal client sessions to outline user profiles and conducted external sessions to collect user data and viewpoints. In total we developed 5 main personas. This approach enabled us to create a comprehensive list of user types that matched our business goals, while also deepening our understanding of our users' thoughts, aspirations, needs, and challenges.
Branding Boards
Although GNG must adhere to the core Goodwill branding, we were given the freedom to explore various approaches to implement that branding, allowing GNG to develop its own distinct identity.
Prior to designing any visuals or establishing the design system, we aimed to present several options for the overall aesthetic of the site. To illustrate this, we developed brand boards that highlighted how different components of the website could appear. This proved beneficial for the client, providing them with a clearer understanding of our vision for a quick signoff.
WEBSITE REDESIGN
Having received client approval for the wireframes and design system, we created several prototypes to present the final design and highlight various interactive elements. The site boasted several features, including automated real-time event content, integrations with event calendars, and campaign automation. These enhancements, combined with a refreshed content management system, empowered GNG to manage and update the website independently, without relying on developers or external assistance. This shift enabled GNG to focus less on website maintenance and more on advancing their mission.
Design System
We recognized GNG's intention to revamp their various websites and web applications, and we aimed to establish a solid groundwork for these transformations. To promote uniformity across all their platforms, we developed a straightforward yet comprehensive design system. This system included essential components along with clear guidelines on their usage. These guidelines empowered users to manage the website independently, eliminating the need to hire a designer and preserving valuable funds and resources for their mission.
Wire Frames
As we developed the design system, we simultaneously began creating our wireframes. This phase involved collaboration with an architect, an SEO expert, and content writers to reorganize both the website and its content. Our goal was to ensure that each page centered on its core mission while delivering essential information to users.
To facilitate client reviews and gather initial user feedback, we utilized Axure to create interactive wireframes as a low-fidelity prototype. This approach provided a realistic feel of the website without the distraction of intricate designs, allowing us to concentrate on the structure, layout hierarchy, and content.
In the end, we aimed to deliver a website that was optimized for SEO, aligned with business objectives, and focused on user needs, all before the development phase commenced.
Career Connector
In conjunction with their website refresh, we also revamped the Career Connector site, which serves as GNG's virtual hub for career services and job search tools accessible to anyone, anywhere. This platform was created to assist individuals in securing their next job by providing an online experience that mirrors the support and guidance available at GNG's physical Career Center locations.
The redesign has garnered widespread acclaim and has led to several favorable outcomes. Notable improvements include a 16% rise in average user session duration and a 10% boost in repeat visitors. For the Career Connector website, the System Usability Scale (SUS) score jumped from 73 to 92, and there has been a 15% increase in users leveraging the site to advance their careers.
Positive Results
Had a little help from some friends
Laura Swearingain
Creative Lead
Matt Penoyar, Aaron Cacali
UI/UX Designer
DEVELOPMENT
Brunner Team
AGENCY
Brunner Works