Responsive site for a non profit

USCPR

USCPR (U.S. Campaign for Palestinian Rights) is a political home for those who believe in freedom for the Palestinian people as part of achieving collective liberation. The organization provides resources and strategic support to the U.S.-based Palestine solidarity movement, channeling grassroots power into influencing U.S. policy and public opinion.

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Project Summary

The Challenge | The existing USCPR website presented significant challenges for users:

An overwhelming amount of information made it difficult for new and potential users to navigate.
Confusing user flows discouraged deeper engagement with the organization’s mission.
The website lacked a polished, cohesive look and feel that reflected the brand’s identity and purpose.

USCPR needed a redesign that would:

Simplify and streamline the user experience.
Align with the organization’s branding and messaging guidelines.
Inspire new users to engage with the cause while supporting existing supporters.

Opportunities for Improvement

Simplified Navigation & Content Hierarchy: Ensure that key advocacy actions, beginner-friendly education, and resource toolkits are easily accessible and well-structured.

Guided User Journeys – Provide curated experiences for different user levels, such as “New to the Movement?” sections for warm progressives and “Take Action Now” hubs for core supporters.
Enhanced Engagement Tools – Incorporate interactive elements like quizzes, infographics, and personalized action plans to sustain engagement and retention.
Newsletter & Ongoing Connection – Develop segmented email updates that cater to different user groups, ensuring relevant and timely engagement.

My Role and Responsibilities:
As a UX/UI designer, I led the end-to-end design process, including user research, wireframing, and creating high-fidelity prototypes. I worked closely with stakeholders and developers to ensure the final product met user needs while aligning with the client’s goals and brand identity.

User Research: Summary

The user research for the USCPR website redesign focused on understanding the needs, motivations, and pain points of its core audience segments. Through analysis of target user behaviors, expectations, and engagement patterns, we identified key opportunities to enhance the website’s usability, accessibility, and overall impact in driving advocacy efforts.

When investigating the user personas two main target audiences were found. We labeled them as:

Core Supporters and Warm Progressives.

Persona 1: Layla Kahlil-Core Supporter

Persona 2: James Patel-Warm Progressive

Conclusion

By addressing user pain points and structuring the website around clear user journeys, USCPR can effectively drive both education and advocacy. The refined digital experience will empower core supporters to amplify their activism while providing warm progressives with accessible entry points to deepen their engagement over time.