PSI

For the PSI redesign, our team was tasked with creating a site than would engage small donors, while not alienating their traditional large donor base. In essence, it was a balance between a very informed, policy-oriented group who rely on data and results, and that of a lay one who are more motivated by human-interest stories.

My Role & Activities

UX Lead | User research, interviews, business goal workshops, design brief, sketching, wireframing & prototyping, content audit, content strategy, messaging, copywriting

Problem

Previously, PSI was focused on the technical aspects of aid delivery and catered to a technical, policy-focused audience. As a result, their old website reflected that theme and did not align with their new strategy of bringing in smaller donors who are more interested in the human side of international development. One challenge was balancing the needs between these two audiences.

Solutions

Redesign the information architecture with a focus on smaller, non-technical donors.
In the new architecture, prominently call out a section for technically-minded audiences who are primarily concerned with research and evidence that supports PSI's decisions.
Use compelling visuals from PSI's print material to tell a human-focused story about how PSI's work in the field impacts real people in positive ways.
Move away from policy jargon and use positive, plain language that reinforces PSI's committement to action-based, postive outcomes.
Highlight the difference between PSI's "Approaches," "Health Areas," and "Health Solutions" so users can better understand how PSI works and why they're unique.

Additional Info

Website

Case Study

Project Artifacts

Concept Brainstorm High-level ideas of main messages	Audience segmentation	Creative Brief Draft	Affinity diagramming User research analysis	Affinity diagramming User research analysis
Affinity diagramming Forming categories	Affinity diagramming Consolidated into categories	Audience refinement	Screen Shot 2018-02-20 at 10.20.13 AM	Screen Shot 2018-02-20 at 10.20.24 AM
Screen Shot 2018-02-20 at 10.20.32 AM	Screen Shot 2018-02-20 at 10.20.41 AM	Resource Library Sketch of reports landing page	Prototype Topic page	Prototype Health solutions landing page
Prototype Health solutions detail page	Prototype Work & Impact landing page	Prototype Information design treatment for homepage	PSI	PSI3
Prototype Ambassadors page