SHRM.Org
SHRM Foundation Site Redesign
Redesigned the SHRM Foundation website to improve engagement and increase donor conversion by shifting from a corporate, static experience to a mission-driven, human-centered platform. Delivered a streamlined, brand-aligned design that clearly communicates impact and drives user action.
The Challenge
The existing website struggled to attract and convert visitors into donors. Research identified key issues: a rigid, corporate aesthetic, unclear articulation of the Foundation’s mission, and limited visibility into the real-world impact of its grants and scholarships. Users were unable to quickly understand how their contributions made a difference.
An additional constraint was maintaining alignment with the broader SHRM brand while creating a distinct identity for the Foundation to avoid user confusion.
The Approach
Led a user-centered redesign grounded in research insights and stakeholder alignment.
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Conducted usability analysis and content audits to identify friction points and gaps in storytelling
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Reframed the information architecture to prioritize key user journeys, including donation and program exploration
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Defined a visual direction that balanced SHRM brand consistency with a more approachable, human tone
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Collaborated with stakeholders to ensure mission clarity and alignment across content and design
The Solution
Delivered a cohesive, modern experience that improves usability and reinforces the Foundation’s impact:
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Simplified navigation to surface high-value content and reduce cognitive load
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Elevated mission-driven storytelling through imagery, iconography, and data visualizations
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Introduced a warmer visual system using color and human-centered photography to build emotional connection
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Designed and prototyped responsive, high-fidelity experiences using Axure RP and Sketch to validate interactions and ensure implementation readiness
My Role and Leadership
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Owned end-to-end UX design, from research synthesis through high-fidelity prototyping
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Led information architecture and interaction design strategy
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Facilitated stakeholder alignment sessions to balance brand, business, and user needs
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Delivered design artifacts that enabled efficient handoff to development
Impact
Improved clarity of mission and user engagement, positioning the Foundation to increase donor conversion and better communicate its value to the community.
