tom morse-brown
design for impact
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The Ignatian Spirituality Center, KC

The Ignatian Spirituality Center of Kansas City approached me to redesign their website and customer experience. Their goal was to increase visibility of their flagship offering - a 9 month retreat. Access to it was buried in 28 pages of information. After an inventory of their site, a sharp consolidation to four pages and some design thinking applied to their marketing, backend communication systems and applicant workflow we were able to gain a 25% increase in student intake and a 50% increase in donations in 2017.

 The existing online portal utilized a complicated navigation system (above left). I eventually helped them get to a more focused user experience.

The existing online portal utilized a complicated navigation system (above left). I eventually helped them get to a more focused user experience.

 The Center’s new goal and desire for a newly designed website.

The Center’s new goal and desire for a newly designed website.

 Initial explorations and discussions with the Executive Director yielded priorities and strategy in line with goals.

Initial explorations and discussions with the Executive Director yielded priorities and strategy in line with goals.

 A content audit of the current system enabled me to see holes and problem areas such as a lack of consistency in branding and poor user workflow.

A content audit of the current system enabled me to see holes and problem areas such as a lack of consistency in branding and poor user workflow.

 Valuable data collected through user surveys and an analysis of  existing content contributed to design decisions.

Valuable data collected through user surveys and an analysis of existing content contributed to design decisions.

 The Center’s existing and simple, but agile design system.

The Center’s existing and simple, but agile design system.

 The design system and the overall goals helped guide the creation of a new icon set and design aesthetic for use in the UX/UI.

The design system and the overall goals helped guide the creation of a new icon set and design aesthetic for use in the UX/UI.

 Once the design system was developed and the goals established, I worked to create a new user workflow. All advertising would now lead to the home page where users were given a simple path to having their needs met.

Once the design system was developed and the goals established, I worked to create a new user workflow. All advertising would now lead to the home page where users were given a simple path to having their needs met.

 Diagraming the applicant journey also helped us to see other parts that would also need designing.

Diagraming the applicant journey also helped us to see other parts that would also need designing.

 Once the user workflow and applicant journey were mapped out I could create wire-frames of the new site enabling me to see and refine the user experience before development.

Once the user workflow and applicant journey were mapped out I could create wire-frames of the new site enabling me to see and refine the user experience before development.

 I built the new UI and UX for the website centered on the Center’s main retreat offered front and center. With one click of a button, users could now access this program and other events right from the home page.

I built the new UI and UX for the website centered on the Center’s main retreat offered front and center. With one click of a button, users could now access this program and other events right from the home page.

 As part of the work of improving the user experience I designed more detailed style guides for all instances of copy, buttons and icons in order to provide that seamless consumer experience.

As part of the work of improving the user experience I designed more detailed style guides for all instances of copy, buttons and icons in order to provide that seamless consumer experience.

 The UX and UI for all subsequent pages also utilized the new brand system.

The UX and UI for all subsequent pages also utilized the new brand system.

 Developed print materials using the system and journey motif.

Developed print materials using the system and journey motif.

 Email marketing design, also streamlined and redesigned around the Center’s goals and vision, now pushes all users to the website blog where the main retreat and other programs are linked from.

Email marketing design, also streamlined and redesigned around the Center’s goals and vision, now pushes all users to the website blog where the main retreat and other programs are linked from.

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