Lions Club International
Empowering Leo-members to serve their communities
Overview
A globally recognized non-profit organization serving communities worldwide for over a century. With over 1.4 million members in over 50,000 clubs— they are the world's largest community and humanitarian service organization. Their mission is to empower members to serve their communities and positively impact the world. They focus their efforts five core initiatives
The Challenge
LCI has tasked us with redesigning a robust, responsive website that will provide an exceptional user experience, with an engaging visual style and tools to enable both prospects and existing members to serve their communities better.
Deliverables
Landscape Audit
User Interviews
Discovery Workshop
Feature Prioritization
Personas
User Flows
Concepts
Wireframes
Prototypes
Responsive Web Design
Role
UX Designer
Researcher
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Research
Kicking off the discovery phase, I worked closely with the LCI team for four weeks planning and facilitating workshops. The primary goal was understanding and defining their brand, voice, and objectives. Additionally, gathering deep insights by interviewing club members from around the world.
Discover & Empathize
LCI Stakeholder Interviews
After analyzing the brief and refining questions to uncover deeper insights, I conducted informative interview sessions with LCI subject matter experts (SME).
Club Member Interviews
To gain insights into club charters, operations, pain points, and aspirations— I conducted interviews with seventeen members across five international regions and attended two local club meetings in person to implement contextual inquiries and observations.
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With the business goals of growth and conversion, my top-level focus was directed toward the discovery touchpoint from a “Seeker” perspective to the pivotal moments of becoming a “New member”.
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In the research data, we uncovered insights around each archetype’s core needs, behaviors, pain points, high-level journey, core touchpoints, and their jobs to be done — highlighting the main opportunities in the experience. This process played an instrumental role in bringing our stakeholders along each end user’s unique journey.
Persona Archetypes
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Workshop Facilitation
During the workshop, I worked closely with the LCI team to gain a deep understanding of their brand and objectives. We also discussed their current brand experience, photographic style, messaging voice, and brand architecture, as well as their vision for the future. Through this collaborative effort, we were able to develop a comprehensive plan for the redesign of the organization's website, which incorporated their vision of their future-state brand identity and experience.
Sitemap Audit
I conducted a landscape analysis of the current site’s taxonomy and information architecture to get a lay of the land.
Experience Principles
Inspire Organizational Pride
Mobilize members by sharing compelling stories, proven results, and engaging media.
Communicate the value proposition of the LCI membership to build pride and an emotional connection with the brand identity.
Reach New Members
Communicate the service and value that Lions bring to the community to reach a younger audience.
Raise awareness of LCI’s impact across media and digital channels.
Deepen Camaraderie
Empower and enable members to connect, share, and collaborate through open communication channels, regardless of their roles or locations.
Ensuring new members feel welcome and included in the community is essential.
Streamline Workflows
Optimized business processes, communication channels, translations, and databases for members and activities.
Deliver a consistent and accessible global web experience.
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Strategy
Over the course of four weeks, an Agile plan was diligently crafted—ensuring that every detail was accounted for. We engaged in productive discussions with the client, ultimately narrowing down the most crucial aspects of the project. With this clarity, we developed a clear and concise design tenets, meticulously mapping out every possible user scenario to ensure a seamless experience.
Define & Scope
Critical User Flows
After evaluating LCI's (then) current user flows, I redefined and restructured becoming a member, locating a club, and accessing the resource center to the desired flow futures states.
✔️ Reducing redundancy
✔️ Eliminating unnecessary steps
✔️ Streamlined happy path
Tone
Feature Prioritization
After identifying four core member interactions and intents, we proposed to optimize the engagement model through the following verticals. Which ultimately informed the projects feature set and experience.
Discover
Connect
Serve
Develop
Shepherding the feature prioritization exercise
This exercise was critical for defining the objectives collectively with the client to align on the redesign efforts in various phases, prioritizing the most critical features and ensuring that each phase builds on the previous one.
By breaking the project down into manageable phases, we were able to streamline the redesign process and ensure that the project was delivered on time and within the budget.
Roadmap
A determined and unwavering collective of kindness
Raw and authentic
Forthright, inspiring call-to-action
Friendly and trustworthy voice
Style
Bold + energetically charged
Bold use of geometries and color
Warm photos of groups in action
Softer typeface and large headlines
Interactions
Every action has a purpose
Content leads to action
Mission-based navigation
Spotlight localized information
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Execution
We spent nine weeks working through the functionality and edge cases for the digital experience — concept ideation, and creating wireframes to hi-fi visual mockups following the interaction model of “every action leads to another action”. Testing and refining interactions, and content ensures visual brand language and the experience model is cohesive and well received.
Concept + Ideation
Resource Center
From the insights gathered from interviewing LCI members, we learned a major pain point of the current site is the inability and frustration around access to resources, forms, and self-service. Members noted the challenges to find the information they needed in a short amount of time or in some instances even not finding what they need at all.
Wireframe concept core objectives:
✔️ Centralized database for resources
✔️ Capacity to organize media of all types
✔️ Robust card system with comprehensive filtering functionality to set and define parameters
✔️ Define resources and content by topics, relevancy, and dates
Card System Taxonomy
✔️ Media
✔️ Audio recordings
✔️ Event imagery + photography
✔️ Blogs + articles
✔️ Micro-sites + subpages
✔️ Club Templates
✔️ Forms + documents
✔️ Reports
✔️ White papers
Club Locator
Early on, we learned that most prospective members generally participate in at least one local club event before deciding to join.
However, accessing the local chapters and regional clubs was a jarring and cumbersome experience on the previous website.
With the ability to locate a local club as an essential element in attracting and converting new members — the new design solution must make this part of the journey simple and functional.
✅ Accessibly Search Feature
Relevancy, keywords, distance
✅ Location Map + Results
✅ Robust Filter Parameters
Club types, languages, locations
Testing + Refinement
Prepping for user testing and evaluation
I developed design mockups and built interactive prototypes in Invision to prepare for user testing
✅ Concept validation
✅ Comprehension study
✅ Usability evaluation
Wireframes to Hi-Fi
DESIGN + IDEATE
Club Page
Before committing to become a LCI member, most prospects first needed to evaluate LCI’s impact and values before joining.
Designing Club Page templates established a cohesive and scalable that allowed regional charter clubs to be represented uniquely — with the functionality to showcase their charters in a personalized yet structured format displaying pertinent details:
✔️ Club Information
✔️ Relative Imagery
✔️ Events and Meetings
✔️Map and Location
✔️ Contact Details
✔️ Social Links
✔️ Next Steps
MOBILE / TABLET / DESKTOP / RESPONSIVE WEB
Design System + Accessibility
Mobile Designs
HOME PAGE
Hero Carousel
✅ Enables quick access to current events
✅ Inspires and drives action
✅ Promotes engagement
INFORMATION ARCHITECTURE
Simplified Navigation
✅ Immediate access to core flows
✅ Taxonomy decluttering
✅ Elevated way-find functionality
✅ Sticky CTA buttons “Join” and “Donate”
LEARN ABOUT US
Discover the benefits of kindness 🦁
Outcomes
Business Impact:
We shipped the redesign of the LCI domains, increasing member conversion rate and website traffic, and winning the Acquia Engage Award as a “Leader of the Pack” in Non-Profit. The web experiences offered LCI’s users and members a refreshed brand identity and compelling storytelling, while streamlining the slow manual workflows with web tools.
Acquia Engage Award: “Leader of the Pack”
+40%
Site Traffic Growth
Increased Conversion
+ 273%
User Impact:
“ It gives me the opportunity to serve, and the satisfaction in making a difference in someone else’s lives.”
“ As much as we give back — we receive . ”
— LCI Community Volunteer
