top of page

Obliteride Website Rebrand

Senior UX Designer | 2019-2022

Situation

Usability studies showed potential participants struggled to quickly discover essential details during the consideration phase. The registration flow creates friction for many and does not culminate in a clear and direct call-to-action. The tools and features provided in the Participant Center are difficult to find and do not align with the needs and preferences of most users. Participants struggled to navigate between the Participant Center and the rest of the website.

Target

The goal of the project is to increase participation and donor engagement by simplifying user registration and donor flows, align visuals to better reflect the brand, and set up analytics for capturing metrics and key performance indicators.

Approach

Though data sources were initially few, I used metrics along with user and stakeholder interviews to direct our team and ultimately set a foundation for how to move forward with design. For example, using metrics, I created a site map of the top 50 most visited pages from the past three years. This helped us discover where our users want to go. The pages that were not visited were presumed unimportant to users, but before omission, I circled back with stakeholders to see if the respective pages had any business functions.

Moving from the Discovery phase, this Defining phase is about synthesizing what was found. I led workshops to create user personas and to chart site flows and affinity maps. These helped to discover and organize more detailed patterns and commonalities found among our users.

During the initial creative brief sessions, three adjectives describing Obliteride were constantly repeated: inspirational, inclusive, and fun. These keywords shaped the way the Obliteride brand was to be visually represented. Illustrations and iconography were introduced to soften the brand language and make participating, volunteering, and donating to the event more approachable.

Results

Though 2020 brought its share of challenges and hurdles, the new redesign broke many previous records some including:
 

  • Growing 30% YOY 2019-2020 and 70% YOY 2020-2021

  • Scaling to a global brand

  • Donating received (over $4 million)

  • Participants in all 50 states

  • Participants in 17 countries

  • Participants in all 7 continents

bottom of page