Redesigning for Impact: 9Rooftops Partnership with Girls Inc.

When UX Designer Jenna Hayward first learned she’d be on the team for the redesign efforts for Girls Inc., she described the moment as one of her “proudest for the company.”

The entire team’s passion for this project reflects the larger, more expansive movement that is Girls Inc. The Girls Inc. mission makes a powerful impact, inspiring hundreds of thousands of girls across North America. We value all of our partnerships, and our collaboration with Girls Inc. has been particularly rewarding. Girls Inc., a renowned nonprofit organization dedicated to inspiring across North America, has been a valued client of 9Rooftops for over 10 years. As their mission and reach have expanded, so too has their need for a sophisticated redesign that enhances user experience and transparency, encourages more website actions and deepens their “girls-first” mission statement. This project showcases our dedication to creating impactful digital experiences that support and amplify the vital work of our clients.

Finding the Way: Enhancing User Experience for Girls Inc

For any website, the user experience should be both useful and intuitive. The best way to achieve that is by utilizing multiple research methods conducted with real users.

User research results played a key role in the success of the newly updated navigation structure.  As Girls Inc.’s content and popularity expanded, the sidebar became functionally outdated and no longer provided the modern user-journey experience that users now expect. This was particularly problematic for users trying to understand who Girls Inc. is, what they do and the impact of their work.

Relying on the research results, we moved the navigation to the top header, consolidating seven menu items into three core categories: Who We Are, What We Do and Outcomes.

This new structure utilizes vital website real estate more effectively and speaks directly to the three main audience segments. Hayward embraced the challenge of streamlining the navigation using tailored, audience-inspired navigation.

“The challenge lies in striking a balance between a minimalist navigation experience and conveying a powerful message to young girls everywhere. This navigation creates thoroughfares for audience segments, helping them quickly discover the content and actions they are looking for,” Hayward explained.

By streamlining the navigation, we emphasize the importance of site content and ensure that users can easily find the information they need. To achieve this, we conducted extensive user research, including card sorting and tree testing with real users, to inform the final structure of the navigation. Clear, succinct labels guide users to the relevant sections, enhancing their understanding and encouraging engagement. Sophisticated font and design choices further improve readability, making it easier for users to digest comprehensive information.

“This research-driven approach allowed us to create a navigation system that guides our audience through the Girls Inc. journey,” said Jeff Kerekes, Director of UX, who oversaw the user testing and wireframing efforts. This effort not only supports the Girls Inc. National organization, but their local affiliates as well. 9Rooftops is currently in the process of rolling out this same design to each of their 74 affiliate locations.

The redesigned navigation not only clarifies Girls Inc.’s mission but also provides a visually appealing and user-friendly experience. Visitors can now connect with the Girls Inc. mission through an intuitive and informative journey, discovering opportunities to get involved and support this vital cause.

Empowering Action: Streamlined Calls to Action for Girls Inc.

Nonprofits often struggle with engaging people to take meaningful actions, and Girls Inc. was no exception. To address this, we designed a user-friendly interface that makes it easy for both individuals and corporations to contribute. By integrating clear calls to action throughout the website, we empower the supporters of Girls Inc. and its supporters to make a significant impact, driving the mission forward through intelligent design and a seamless user experience.

The redesigned navigation includes prominently highlighted “Donate Now” buttons in each of the main menu categories, ensuring quick and convenient support options. Additionally, the top navigation bar features Get Involved and Donate options. The Get Involved menu offers various ways for users to take action, such as becoming a partner, fundraising, donating a vehicle and more, catering to different preferences and capabilities.

Financial Transparency: Building Trust and Attracting Donations

“For every $1 raised, 86 cents goes to supporting girls’ development.” This powerful statement highlights the impact of donations on the “girls-first” mission. However, as the previous website grew, this crucial message became obscured.

Understanding donation allocation is vital for attracting donors. At 9Rooftops, we made financial transparency a key component of the user experience. We prominently displayed this message and ensured that various ways to get involved were clearly highlighted.

We designed the financials page to present high-level financial information, followed by detailed expense allocations. This includes how donations support girls and how funds are utilized. A bar graph illustrates expense distribution, with quick access to annual and auditors’ reports.

Our goal was to instill confidence in every donor, showcasing the impactful work of Girls Inc. and demonstrating the significant difference their contributions make.

Analytics: Measuring Success

The positive changes to the user experience and journey were reflected in a variety of on-site data. Users visiting the site from search engines increased by 20%, a testament to the improved user experience, content hierarchies, enhanced website copy and readability — all of which are essential drivers of search engine optimization success.

Increased donation clicks and lower pageviews proved that the new website structure helped users find their journey more efficiently.

Empowering Girls Inc. Through Digital Innovation

Utilizing a user-centered, data-driven approach, we conducted extensive stakeholder interviews to align the site’s needs with those of users, donors, volunteers and stakeholders. This allowed us to make fully informed recommendations and optimize user journeys through thoughtful design.

The result enhanced navigation, highlighted calls to action and ensured financial transparency, helping Girls Inc. streamline their online presence and strengthen their connection with donors and supporters. Increased visibility of key pages and positive shifts in analytics confirm the success of these efforts.

At 9Rooftops, we believe in the power of design to drive meaningful change. Our partnership with Girls Inc. demonstrates what can be achieved when dedication, expertise and a shared mission come together.

---