design an accessible resource for queer youth, allies, and parents
MCSSP (Nonprofit)
UX Designer & Researcher
Website Redesign + Strategy
The site failed to build the trust needed for someone in a vulnerable moment to rely on it, and it wasn't structured to convert empathy into donations.
DESIGN CHALLENGE
I analyzed 16 websites with similar goals to identify patterns that drove trust, engagement, and donation conversion. This was to understand what structural and content decisions created credibility with this specific audience.
About 60% of websites use an impact statement before redirect to donation
This reduces conversion. Establishing trust before asking for support was the structural principle behind the entire redesign.
Insight 1
Lack of reliable, local information A lack of concise, verified, local LGBTQ+ resources meant there was no trusted hub in Mendocino County. MCSSP had an opportunity to own that position.
Insight 2
Accuracy at the local level drives more trust than national reachWebsites with accurate local and national resources gained significantly more trust than those pointing to generic national databases.
Insight 3
An impact statement signals credibility before a user commitsSites with a visible impact statement established reliability and showed accountability — critical for users deciding whether to trust or donate.
Insight 4
Personal stories create emotional connection faster than statisticsTestimonials and community narratives built emotional resonance and a sense of "this is for people like me" — the foundation of user trust.
Create easy access to resources to support local community
Show an active queer community ready to support anyone seeking connection.
Capture MCSSP's personality as a trust signal for all work
Developed a visual identity that felt like home to the community MCSSP serves. Warmth, inclusivity, and reflection of the community weren't aesthetic choices ,they were trust mechanics backed by the competitive analysis findings.
.png)
Designing for a community-driven nonprofit reinforced that trust is structural. Creative strategy creation enabled my team to consider the placement of every digital experience element and how it serves the real needs of the community.
16
Peer organizations analyzed to ground every design decision in evidence
Distinct user groups addressed explicitly — youth, allies, and parents
3
Core site areas redesigned with research-backed rationale for each
4
Complete with a refreshed brand identity, an organized resource directory, and a donation-forward structure built to support the queer community of Mendocino County, the project addressed MCSSP's core needs: visibility, trust, and donations.
Creative Strategy By grounding every design decision in research, from competitive analysis to trust-building strategies, the final website positions MCSSP as a credible, welcoming, and reliable resource for queer youth, allies, and parents alike. The process of creating a proper creative strategy was reliant on my team's understanding both the needs of MCSSP and the need of the locals they serve.
Designing for a community-driven nonprofit reinforced that branding is never just aesthetic. To establish trust and encourage involvment, my team had to reflect deeply on how to present MCSSP to the community. Creative strategy creation pushed me to consider beyond what a brand or digital experience can achieve, but how it can lead to the fulfillment of a mission.