DONO



Responsive Website Redesign



The Project



Creating Impact through exclusive items





DONO empowers culturally diverse brands, people of influence and their fans by providing a platform that encourages giving to charity and supporting social causes. DONO works through utilizing collectibles and celebrity influence through raffling and bidding that directly funds organizations doing amazing work.


View Prototype

Overview





Client: DONO (Pro Bono)

Duration: 3-Week Sprint Role: Lead Visual Designer, Researcher Methods & Deliverables: User & market research, personas, experience mapping, wireframes, prototyping, user testing

Tools: Sketch, Figma, G Suite, Miro, Paper & Pencil



The Challenge





Due to the pandemic, DONO lacked the resources to develop its planned mobile app. Meanwhile, desktop traffic doubled, revealing urgent usability and engagement issues on their existing website. Our goal was to redesign the site to improve user experience, increase transparency, and drive engagement.



Research & Insights



The Solution





A revamped, intuitive platform that enhances user understanding of their social impact while providing a seamless and transparent experience.



Understanding the Users





DONO’s core audience, aged 18-38 (Gen Z & Millennials), prioritizes purpose-driven purchases:

71% of millennials will pay more for products tied to a cause.

61% of Gen Z prefer sustainable purchases.



Key Findings from Stakeholders & Analytics



A 20% drop in mobile users and a high bounce rate indicated usability concerns.

Most traffic originated from social media, highlighting a need for clearer messaging.

Users lacked context & transparency on how their purchases supported causes.



Competitive & Platform Analysis​

Shopify constraints required minimal custom coding.

Competitor sites leveraged hero images, clear CTAs, and storytelling to build trust.



Persona: Adella Ramirez

A millennial who values transparency in charitable giving and seeks a seamless way to support causes.

Her pain points included:

✅ Lack of an “About” section explaining DONO’s mission.

✅ Unclear impact tracking.

✅ Unengaging, text-light homepage.



Design & Development





Problem Statement:

Adella needs a better way to find and regularly support causes because the current site lacks transparency and clear impact representation.



How Might We...

Show users their tangible impact? Encourage recurring engagement?


Prioritizing Features (MoSCoW Method)

Must-Haves: Clear mission statement, impact tracking, improved homepage UX.

Should-Haves: Infographics, content calendar for campaigns.

Could-Haves: Twitch integration for live events (future scope).



Wireframing & Prototyping





Design studio sessions generated rapid sketches, refined into wireframes.


Mid-fidelity prototype tested with five users using a real-world scenario: "You see a Facebook post about DONO and visit the homepage to learn more."


Findings: Users needed clearer copy and more engaging visuals.



Final Solution & Impact


Key Improvements:

✅ Hero Image & CTA: Instantly communicates DONO’s mission.

✅ New “About DONO” Section: Establishes trust and reduces bounce rate.

✅ Impact Visualization: Infographics & content calendar improve engagement.

✅ Refined Copy: More transparent, compelling messaging. Implementation Strategy Designed for Shopify compatibility with minimal coding. Delivered a style guide for easy implementation.



Reflection & Next Steps





This project reinforced the balance between business goals and user needs. By focusing on transparency and engagement, we positioned DONO for long-term success. The next step is implementing the redesign, with future expansions into live-streaming features. This experience strengthened my UX research, project management, and design process, further defining my ability to craft impactful digital experiences.