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.