Gillette Nature Association (GNA)
Industry
Non-Profit/Outdoor
year
2025
Platform
Wordpress (Elementor)
Role
Lead UX/UI Designer & Web Developer, Leverage Marketing
Gillette Nature Association is a nonprofit organization focused on conservation, community programming, and environmental education. The redesign aimed to clarify program navigation, increase event registrations, and strengthen membership conversion pathways while maintaining a natural and approachable brand presence.
• Programs, events, and membership pathways were competing within the same hierarchy
• Registration and donation flows lacked emphasis
• Navigation structure did not clearly prioritize primary revenue-driving actions
• Content density reduced scannability
• Reorganized sitemap to prioritize Events and Membership
• Created distinct conversion flows for event registration and membership signup
• Introduced clearer CTA placement across program pages
• Structured homepage around engagement-first hierarchy
• Simplified interior page layouts using modular sections
User flows were mapped around two primary actions: event participation and membership signup. Wireframes focused on progressive disclosure, modular content blocks, and visual hierarchy to guide users toward engagement-based actions. Conversion points were intentionally repeated to reinforce decision pathways.
The final structure delivers clearer navigation, stronger engagement pathways, and a more focused conversion strategy. Events and membership flows are now intuitive, and the overall structure supports long-term growth.
The redesign produced measurable improvements in how visitors engaged with GNA's content. Average engagement time per active user increased 246%, from 40 seconds before launch to 2 minutes 18 seconds in the first three months post-launch, indicating that the restructured navigation and content hierarchy were giving users clear pathways to explore rather than dead ends to abandon.The new site generated 3,600 views in its first three months, nearly 4x the traffic volume of the previous four and a half months combined, with the homepage alone receiving 3,000 views and a 23% bounce rate, well below typical nonprofit benchmarks. Engaged sessions per user rose from 0.72 to 0.86, reflecting stronger multi-page exploration across the restructured program and event hierarchy. Video content embedded throughout the site also saw an 86% completion rate (6K completions from 7K starts) a signal that the page structure and hierarchy were successfully holding user attention through the full content experience.
Nonprofit sites require strategic balance between mission and conversion
Repetition of CTAs increases engagement clarity
Early structural simplification improves visual cohesion
