Role: Design Director, Piedmont Farm Animal Refuge
Challenge: Update the landing page and donation page to create a more engaging and easy to use experience. Make connecting with the animals and mission online feel more like the experience of visiting them in person. Make donating simple and straightforward.
Solution: I brought more color and life to the homepage and residents page by introducing animal cards that randomly populate with each visit, so every user sees a different set of animals. On hover, each card reveals a brief story about that animal, helping people form a personal connection. For the donation page, I replaced an external donation button that took people off the website with a donation portal built directly into the page. I also moved it to the top of the page so visitors no longer had to scroll to find it, on both desktop and mobile. I also added one click options for covering transaction fees and choosing a recurring donation.
Results: People felt more engaged and connected with the animal residents, their stories, and the Refuge’s mission to educate visitors about what farm animals experience and the better lives they deserve, instead of being exploited and used for food. Donating became much easier, especially for first time givers, and it became simpler to convert one time donors into recurring, sustaining supporters.
Tools: Squarespace, Canva
