YAFFED Website Redesign
A high-converting advocacy website promoting fair access to secular education in New York City
Role
Design Lead
Developer
Timeline
4 months
YAFFED is a New York-based advocacy group committed to improving educational curricula within ultra-Orthodox, private Jewish religious schools.
I was asked by YAFFED's leadership to redesign their website, alongside a refreshed brand system and collateral for their city-wide advocacy campaigns.
Not only did I design the campaign website, I also developed the page itself in HTML and CSS.
The most important piece of this website was driving conversions on the homescreen. There were three tasks we wanted to drive users to complete:
Sign their name on a petition
Donate to the cause
Subscribe to the newsletter
High-converting forms
To guide users to do all these tasks before closing the page, I created a unified form that first encourages visitors to sign the petition and sign up for the newsletter.
After signing up, the donation module becomes the main focus, with the CTA changing to a more dominant orange color.
Sticky CTA sidebar
The page is relatively long, complete with information about the organization and their goals, along with the petition itself.
To help drive conversions from anywhere on the page, I chose to create a sticky sidebar that stays put as the user scrolls.
Introducing YAFFED to visitors
Visitors may arrive on this campaign page after seeing an ad in person, clicking a link on social media or in an email, or through word of mouth. But they might not know what YAFFED itself is. I designed a simple, communicative about section.
Information visualizations
To support YAFFED's efforts to quickly spin up new campaigns in response to policy changes across the city, I created a bank of infographics and templates that can easily be adapted.
Before
This is what YAFFED's website looked like when they first reached out.
After
Here's one last shot of the final result.
Outcomes