IMB.org Give Redesign
Rebuilding the Digital Giving Experience
UI/UX Designer
Primary Role
Time Frame
July 2025 - Nov 2025
Executive Summary
This project was the first sprint following the IMB.org website redesign MVP. The primary goal was to increase revenue for the organization while building on the new platform foundation. This initiative stands out for its data-driven design approach, the way we navigated leadership changes during the project, and the measurable revenue growth that resulted from the work.
Context
IMB relies on donations to support missionaries around the world. Following the launch of the new IMB.org platform, the team began exploring how the website could better support giving and connect supporters with opportunities to fund the mission.
The Problem
Internal language resulted in external confusion
The existing giving experience made it difficult for users to understand what they were actually giving too.
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Branded terms confused users from the task
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Giving pages were outdated and not optimized for donations
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Donation opportunities had low visibility across the site
Crisis Hit First Week
My manager left and the project was in shambles
After a long ramp-up to kickoff, the sprint had finally begun when our design manager unexpectedly left the team and took extended PTO to complete his two-week notice. The project had already been contracted, expectations were high, and timelines were firm. With leadership suddenly unavailable, stakeholders began questioning how the project would move forward.
Rather than allowing the initiative to stall, I stepped in to stabilize the project while continuing in my role as design lead. I assumed the responsibilities of interim project manager and led the effort through completion.
During this time I was responsible for:
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Coordinating sprint cadence
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Organizing roadmap planning
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Aligning cross-functional teams
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Maintaining stakeholder communication and project stability
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Leading design execution end-to-end
What began as a redesign sprint also became a leadership challenge, requiring both project management and design ownership to keep the work moving forward.
Design Approach
Let data decide the decisions
With the project moving forward under my leadership, we needed a clear and objective way to guide design decisions. Rather than redesigning based on preference or opinion, I chose to anchor the work in data and existing research.
To understand where the experience was breaking down, we analyzed multiple sources of user insight.
We leveraged:
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Heatmap analysis
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Funnel analytics
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Scroll depth tracking
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Prior Slide UX research
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Existing user interview insights
This analysis helped us identify several key issues in the giving experience:
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Major drop-off points in the donation funnel
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Terminology that confused new users
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Discovery gaps that made giving difficult to find
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Weak visual hierarchy on giving pages
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Friction created by redundant subsites
The redesign was intentionally evidence-driven. In high-trust donation environments, guessing is expensive.
Old website navigation items
What We Changed
1. Redesigned Every Core Giving Page
Mockups of each new giving page
We continued to improve scent of information and layout patterns across the site. Users should never feel like they’ve entered a different website when navigating internally.
2. Optimized Web Pages For Clarity and Conversion
Video showing some of the Get Involved Explore Functionality
To improve the experience and create a stronger scent of information, we introduced a user-first filtering experience that helps visitors quickly find ways to get involved.
3. Incorporated A Breadcrumb Structure
To prevent future inconsistencies, we created design guidelines to ensure we build consistent experiences across the product.
Project impact
30% Increase
Revenue
91.78% Increase
Purchasers
What I can do
This experience strengthened my ability to lead under pressure while balancing design execution and project leadership. I demonstrated the ability to communicate with stakeholders, manage timelines, align teams, and carry a creative vision from strategy through delivery.