Above the Fold
Originally, SOAR’s website introduced its mission through an informational video and statistics on US illiteracy, with FLiP appearing as a secondary topic further down the page. The sole call-to-action (CTA) button focused on donations, leaving users unclear about FLiP and how to engage with it.
To give equal prominence to SOAR’s mission and its solution, FLiP, we identified SOAR’s two key audiences: Donors and FLiP Families. Each was assigned a distinct brand color to guide users throughout the site. We then placed “starting points” for each audience above the fold, using clear language and CTAs, followed immediately by a section highlighting FLiP.
Improved Navigation
Adding a secondary button to the navigation bar allows users to easily choose between signing up for FLiP or donating – no matter where they are on the site. We also restructured the sitemap to create more intuitive user flows for each audience, while renaming key pages such as “News” to “Impact” to better reflect SOAR’s mission and commitment to their donor base, and at the same time providing proof that the FLiP program works.
The Family Literacy Project
We redesigned the FLiP page to provide more context about the program and improve its presentation to potential users. Since SOAR recently updated the program’s graphic interface, we were able to showcase the student experience with fresh mockups of how the program works. Parent and student testimonials, as well as evidence-based research are included to provide proof of FLiP’s effectiveness. And, we streamlined the sign-up process by creating a separate, dedicated sign-up page which can be directly linked to for convenience.
Donation Integration
SOAR was relying on custom forms linked with payment gateways to accept donations, but they needed additional functionality for online auctions and a donor base CRM. We upgraded their donation system by implementing QGiv to provide better donation options, such as recurring payments.
