Freedom Keepers United
Roll: UX and Product Designer
Tools: Adobe Illustrator, Photoshop, Figma
Timeline: Sept 2023 - April 2024
The Problem: The current website lacks an updated design, including a modern color palette and refreshed imagery, which limits its ability to effectively represent the foundation's core values and extend its outreach. A full redesign is necessary to improve the site’s visual appeal and functionality while aligning with stakeholder goals to increase online engagement and better connect with the target audience.
The Product: Freedom Keepers United is a global movement dedicated to advocating for informed medical choice and bodily autonomy. The organization empowers individuals to make educated health decisions, promotes freedom of choice in medical interventions, and raises awareness about the importance of personal liberties in healthcare. Through education, community building, and advocacy, Freedom Keepers United works to protect the rights of individuals and families worldwide.
Original landing page
About us Redesign
UX ResearchThe research used to build the original site was re-evaluated, and a new public user survey was conducted through an online feedback form for current site visitors. The newly gathered insights were organized into an affinity diagram for deeper analysis and understanding.
Affinity Diagram
Key insights
After collecting insights from the survey, the findings enabled me to develop a more effective user experience for new visitors to the site, focusing on strategies to attract more donations and volunteers. Here are some of the key findings.
Online sign up sheet were found to be more useful by users, rather than a pre-generated email that is sent to a personal email after providing information
Users with children between the ages of of 0-8 years old visited the site in hopes of finding valuable information on vaccine rights, most of which users were between 26-33 years old.
New visitors to the site reported that the design and layout hindered their ability to locate information on volunteering and donating, leading to a loss of interest.
frustrations within the site of finding exactly how to volunteer and information on what the their donation goes to exactly (not enough in depth information provided)
User PersonasUser personas were created based off of information provided by affinity mapping, and user feedback forms to create an idea of the type of audience Freedoms Keepers is currently targeting.
Cynthia, a high school English teacher, has been married for 25 years and is the mother of two boys. Recently, she’s noticed a growing number of students not returning to school due to vaccine restrictions following COVID. She’s passionate about supporting non-profits that align with her values and enjoys contributing to causes that resonate with her beliefs.
Alana, a recent graduate living in California, is married and a mother of two. Her husband works full-time in construction, and they are facing financial strain, partly due to the need to homeschool their children because of vaccine regulations. Alana previously worked as a bank teller and was on the verge of a promotion but had to resign to prioritize homeschooling. Her children’s health and the safety of her family are her top priorities.
User Journey Mapping
Website RedesignThe final redesign of the Freedom Keepers United website incorporates user feedback and a deeper understanding of their needs. The new design offers a cleaner, more streamlined experience, complemented by a refreshed color palette and logo redesign for a more cohesive and user-friendly site.
Get involved Redesign
Redesigned landing page
Resources Redesign
