IMB.org MVP Redesign Full Case Study
Before we improved Give or Go, we had to make IMB.org feel like one site again.
UX Temp & UI/UX Designer
Primary Role
Time Frame
Jan 2024 - Feb 2025
Executive Summary
This project consisted of a sitewide redesign of IMB.org. This case study reflects the first MVP sprint of the multi year project.
Sprint 1 began with a comprehensive UX audit across IMB.org, uncovering structural inconsistencies and fragmented user journeys throughout the site.
From there, we defined a unified theme direction and rebuilt the foundational information architecture to support clarity and long-term growth, while establishing MVP design patterns to guide future sprints.
By prioritizing visible CTAs, improved wayfinding, and system-level cohesion, this phase became more than a visual update. It was a structural reset that laid the groundwork for everything that followed.
Context
IMB.org is a large, multi-journey website serving diverse audiences from individuals exploring missions to churches, donors, and global partners.
$13M
Annual Revenue
1.8M
Active Users
7.1M
Page Views
imb.org analytics from 2024-2025
At the beginning of my employment, I started off in this project as the first UI/UX designer in company history. This meant for someone straight out of college to be a system developing, problem solving, innovator in the organization. A lot of imposter syndrome honestly flooded my mind during this period.
Before I joined the IMB, management of the website had been delegated to individual departments, allowing each one to independently decide how to manage its portion of the site based on its own strategy. This approach is a significant red flag and ultimately contributes to the core problem we’re facing.
The Problem
The website did not feel like one, rather multiple. In fact it was.
And the reason was simple, each department was individually making an experience solley focused on their individual strategy. This resulted in confusing experience for users.
As users moved between sections, the experience shifted:
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Navigation behaved differently
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Footers changed visually and structurally
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CTAs were hidden behind hover states or animation
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Pages often existed without clear purpose
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Users had to think too hard about where they were
The experience lacked cohesion. And cohesion matters when someone is trying to discern their next step.
Old website navigation items
To put it simply, this website was a mess, high traffic, high importance, but a UX nightmare. While stepping into the organization we saw not only a need for web guidelines, but a new system of working together.
Research Matters
Good design starts with understanding the users and the product.
It would have been easy to jump straight into redesigning the footer and navigation. However, we didn't yet have the insights needed to make confident design decisions.
Before designing solutions, we need to understand the users.
To do this, we partnered with SlideUX, a leading UX research firm, Together we conducted user interviews and a UX audit of the current experience to uncover usability issues and to identify opportunities across the product.
I had the opportunity to work closely with their team throughout the process, shadowing their research practices, collaborating on their findings, and learning firsthand from some of the best UX researchers in the field.
Research documentation and archives
What We Changed
1. System Consistency
Mockup displaying new header and footer
We unified navigation, footer structure, and layout patterns across the site.
Users should never feel like they’ve entered a different website when navigating internally.
2. Created Explore Experience
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. Created Design System
Snippet of IMB.org design systen
To prevent future inconsistencies, we created design guidelines to ensure we build consistent experiences across the product.
4. Core page redesign
Samples of the web pages
Designed and launched 31 new core web pages aligned with the updated navigation, information architecture, and design system to create a more consistent and intuitive user experience.
Project impact
$13M → $18M
Annual Revenue
1.8M → 2.6M
Active Users
7.1M → 9.2M
Page Views
13K→ 25K
Purchasers
16.7M → 25.7M
Events
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.