VicWISE
Helping a non-profit in redesigning their website to showcase their sense of community and secure a $100,000 grant from Crown Resorts
Feb - October 2023
Volunteer work
Lead designer
Responsive web design
UX research
User interaction
Website development
Figma
Trello
Editor X
PROBLEM
The website failed to convert visitors into student members
VicWISE is a non-profit organisation supporting international students and graduates in Victoria. Although it was founded in 2016, VicWISE has slowed down in the number of student member signups, especially after the COVID pandemic.
After receiving feedback from stakeholders, VicWISE leadership team knew the current website:
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Doesn't convey VicWISE sense of community and the positive impacts it has had on the international student sector.
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Fails to position VicWISE as a comprehensive support hub for international students and grads.
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Can't connect with the target audience base and create a smooth digital experience.
“The (old) website feels somewhat suspicious, like it doesn't seem to be active… I can’t make out what are the benefits of student membership and the photo is so blurry”
-- Research participant E
To understand the problem, I conducted a thorough competitive analysis, 3 user interviews, and received feedback from 10 surveys completed by international students and graduates in Victoria. This shed light on 3 main insights:
70% of students thought the website doesn’t showcase a sense of community
Visuals are stock photos and generic illustrations. There's a lack of user-generated content and social media integration.
Over 60% of research participants didn’t think membership benefits are worthwhile
They felt similar support could be obtained for free from other organisations instead of paying $11 for six months.
90% of participants found information on the website is misleading
Offerings in "Programs for Students" and "Resources" were exclusively for paid student membership, but this was not explicitly mentioned.
APPROACH
User research drove VicWISE website redesign for better results
After developing the mid-fidelity prototypes, I facilitated 5 usability tests to evaluate the effectiveness of the new design's conversion rates.
The results were impressive: 80% of students are willing to become student members when testing the new website. This is a significant increase compared to the old website, where less than 10% of users expressed interest in membership.
SIMPLIFYING THE INFORMATION ARCHITECTURE
Previously, member-exclusive offerings from the "Resources" and "Programs for Students" pages were scattered leading students to misunderstand that these were free.
By consolidating this information into a dedicated "Student Membership" page, I ensured that all student-exclusive offerings are easily accessible in one central location.
“Things are so much easier to find. Now I know that these offers are included in the student membership, the fee makes sense and is actually affordable”
-- Research participant A
IMPROVING READABILITY
Considering that a majority of users access the website via mobile, I ensured the text size and colour adhered to WCAG standards.
Additionally, I redesigned the layout, providing each offering with its dedicated space, with a brief description and a photo.
This improved visual hierarchy and information density, making the content easier to digest on smaller screens.
BUILDING TRUST WITH THE AUDIENCE
I understood the need to build trust and credibility with potential student members. So, I replaced the generic stock photos with images from VicWISE's events, featuring real student members.
I also added sections for frequently asked questions and testimonials to foster a sense of trust which is essential for increasing membership conversions and user experience.
“Yeah I like to see faces of the students (who are VicWISE members) and them sharing the experience. Oh the FAQs also answer a few of my questions about knowing when’s the next event”
-- Research participant C
SOLUTION
Supercharged website's conversion rate through human-centred design
Won a $100,000 grant from Crown Resorts
The website redesign contributed to the successful acquisition of a $100,000 grant from Crown Melbourne. This fund allows VicWISE to provide more support to more international students & grads.
95% increase in website traffic
The user-friendly and engaging new website resulted in a 95% increase in site views. This strengthens VicWISE position as a valuable resource hub for international students and grads in Victoria.
14% increase in student membership
By extending the subscription period from $11 for 6 months to $25 for a year, VicWISE not only secured the financial sustainability but also ensured that their members enjoy uninterrupted access to VicWISE's valuable offerings.
10 new student members within 3 weeks
Within 3 weeks of launching the new website, VicWISE acquired 10 new student members. Mano - VicWISE President reported, “Our organisation is growing!"
OUTCOME
Increased funding, website traffic & membership signups
Joanne is a proactive and skilful individual - who has a well rounded approach to turning briefs into digital designs.
She's easy to communicate with and is intuitive when it comes to suggesting edits and themes for her clients, allowing my team and I to be more experimental and think outside of the box to deliver great results.
Manorani
VicWISE Founder & President
Working with Joanne on a recent project was an absolute pleasure. An exceptional designer who has a profound expertise in human-centred design. Joanne's unique approach and dedication to putting people at the forefront of her designs have truly impressed me.
Kaushal
Operations Director at VicWISE
Joanne mentored me on the basics of Figma from scratch, and UX/UI design which sparked an interest in me on pursuing this field in the future!
She has been an amazing individual to work with who has great attention to detail and good communication skills!
Shi Wen
Design Executive at VicWISE
Her approach was consultative, asking the right questions and providing clarity on concerns. Her exceptional skills, attention to detail, and dedication to delivering a remarkable user experience have undoubtedly made a lasting impact on the VicWISE website.
Joanne really showcased her ability to create designs that not only align with brand identity but also deliver outstanding user experiences.
Erica
Project Executive at VicWISE
TESTIMONIALS
Kind words from client and the team
I'm incredibly grateful for the opportunity to have led this website redesign project. Collaborating closely with key stakeholders, including the president, operations director, and industry partners like Good Shepherd helped me develop my stakeholder management and leadership skills tremendously.
During the development phase, I co-managed the project along with a web developer, leading a group of 10 volunteers to build the website on Editor X (Wix). Quickly realising the importance of team culture for volunteer commitment, we made sure to build a strong team relationship by:
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Organising in-person team-building events every 2 months;
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Maintaining an open and transparent communicating process; and
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Encouraging collaboration among team members.
REFLECTION
