"GoGenerosity, a pay-it-forward platform seamlessly integrating generosity into business, underwent a significant transformation starting from the consumer digital flow. With the aim of refreshing crucial aspects of the consumer journey, the project centered around revamping the homepage, which held utmost importance.
The project commenced by defining clear goals, primarily focusing on educating consumers about paying-it-forward for a better future. Considering GoGenerosity's emphasis on trust, meticulous attention was given to branding, ensuring its alignment with the company's values. Establishing a clear next step for consumers to continue their journey was equally crucial.
The project involved collaboration with internal stakeholders and third-party developers, though it faced challenges due to competing priorities. Despite adapting to changing circumstances, the team maintained a firm approach, ensuring consistent progress. Although the deadline needed to be adjusted to align with major business goals, the project was successfully completed well before the team's significant end-of-year marketing presentation.
Addressing another pain point, the mindset of the developers was shifted towards adopting a mobile-first approach. Recognizing that a significant portion of GoGenerosity's web users accessed the site on mobile devices, greater emphasis was placed on optimizing the mobile version of the page.
The redesign encompassed content flow, design, and color scheme, resulting in an entirely revamped user experience (UX) with tailored journeys for different user types and prominent call-to-action elements throughout the page. The branding was aligned with the latest version of the GoGenerosity's Brand Map, incorporating a new colour palette, curves, and introducing movement and interactive elements.
The new homepage received positive feedback from the entire GoGenerosity team, and user engagement witnessed a notable 20% increase following its deployment. As the project lead, I played a pivotal role in driving the successful outcome of the re-design project while being a dedicated full-time employee of GoGenerosity during that stage.
