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IMB.org Go Redesign
Designing a Clearer Pathway to Mobilization
Project Manager & UI/UX Designer
Primary Role
Time Frame
January - Present
Executive Summary
This project is currently in progress. The goal of this initiative is to increase the visibility and overall experience of becoming a missionary, with the ultimate aim of helping more people go to the field.
The project is a full redesign of the experience, leveraging data, past research, and insights gathered during a period of organizational realignment.
My role on this project is Project Manager and Design Lead. I am responsible for guiding the project from strategy through execution.
Context
A drop in traffic revealed a deeper problem.
After launching the new site architecture in early 2025, we noticed something concerning.
Traffic to the primary /go/ page dropped 62–64% year over year.
At first glance, this looked like failure. But the reality was more nuanced. The previous Go pages had high bounce rates and low engagement, meaning traffic volume had been masking a deeper issue.
The experience wasn't working. This project (sprint 3) became an opportunity not simply to restore traffic, but to rebuild the Go journey intentionally.
The Problem
The Go pages were scattered accross the site.
When reevaluating the experience, we identified that the existing Go web pages deeply needed help. They remained scattered across the site based on historic information architecture rather than a clear user journey.
The experience felt fragmented. It was like the peanut butter and the jelly being placed on opposite sides of the grocery store. The ingredients were there, but they were not organized in a way that helped someone accomplish their goal.
We observed several systemic issues:
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Inconsistent navigation patterns
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Poor wayfinding across journeys
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Go-related pages scattered across multiple sections of the site
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Confusing terminology and labeling
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A platform that was increasingly difficult to manage
From both a user experience and web management perspective, this model was no longer sustainable. We didn’t just need a redesign. We needed a new way of thinking about the product.
What we have done so far
Currently we are in the prototyping phase of the project. Below are some wireframes I created for the pages in scope for the project.
What I can do
This sprint demonstrates that I can:
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Audit and diagnose systemic UX friction
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Identify structural problems beneath surface-level issues
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Restructure complex information architecture
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Establish consistent design direction across teams
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Balance aesthetics with usability and accessibility
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Operate within MVP sprint cycles
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Collaborate cross-functionally and support launches
I am comfortable stepping into ambiguity, identifying what needs to change, and moving a system forward one intentional sprint at a time.