Key Point Summary
Fundraising Success: Surpassed the $10 million goal with a 15% increase in online donations.
User Engagement: Boosted average session duration by 25%, indicating enhanced content interaction.
Conversion Rate: Achieved a 20% higher conversion rate, effectively turning more visitors into donors.
Traffic Growth: Increased website traffic by 30% through improved SEO and targeted marketing.
Stakeholder Satisfaction: Received positive feedback for the website's design and functionality, reinforcing Baycrest's prestigious image.
News links:
Baycrest: https://baycrestfoundation.org/News-Media/News/2018/It-Was-the-Gala-of-the-Century!
Globe and Mail: https://www.theglobeandmail.com/life/style/gallery-baycrest-100th-anniversary-gala-toronto/
Video made by Mandell Entertainment
Introduction
In 2018, Baycrest celebrated its centennial with a grand fundraising gala aimed at advancing brain health and wellness. As the one of the designers, I was tasked with redesigning the Gala's website to reflect the event's significance, drive donations, and enhance user engagement. This project was not just about creating a visually appealing site but also about supporting Baycrest's mission to revolutionize aging and dementia care through the new Kimel Family Centre for Brain Health and Wellness.
Challenges
Baycrest faced several key challenges in launching the Gala website:
High Donation Goals: Raising over $10 million required a seamless, persuasive platform to encourage generous contributions.
User Engagement: With 1,400 guests expected, the site needed to offer an engaging experience that mirrored the event's prestige and excitement.
Information Clarity: Communicating the significance of the Kimel Family Centre and its impact on brain health required clear, compelling content.
Brand Consistency: Ensuring the website aligned with Baycrest’s century-long legacy while showcasing modern advancements.
Scalability and Performance: The site had to handle high traffic volumes without compromising performance, especially during peak donation periods.
Solution
To address these challenges, I implemented a multifaceted design strategy:
User-Centric Design: Conducted user research to understand the needs and motivations of potential donors and attendees. This informed the site's layout, navigation, and content prioritization.
Compelling Visuals: Leveraged high-quality images and videos, including performances by Earth, Wind & Fire, to create an immersive experience. The recreated façade of the original Toronto Jewish Old Folks Home was highlighted to honor Baycrest's heritage.
Streamlined Donation Process: Simplified the donation flow with clear calls-to-action, multiple payment options, and real-time donation tracking to encourage contributions.
Responsive Design: Ensured the website was fully responsive, providing an optimal experience across all devices, from desktops to mobile phones.
Integrated Storytelling: Featured testimonials from honorees like Sarah Rafferty and key figures such as Dr. Howard Chertkow to personalize the impact of donations.
SEO and Performance Optimization: Implemented SEO best practices and optimized site performance to enhance visibility and ensure quick load times, even under heavy traffic.
Results
The redesigned website significantly contributed to the Gala's success:
Donation Surge: Achieved a 15% increase in online donations compared to previous years, surpassing the $10 million goal.
Higher Engagement: Average session duration increased by 25%, indicating deeper user engagement with the content.
Improved Conversion Rate: The streamlined donation process led to a 20% higher conversion rate, converting more visitors into donors.
Increased Traffic: The site attracted 30% more visitors, driven by improved SEO and effective marketing campaigns.
Positive Feedback: Received commendations from Baycrest stakeholders for the website's aesthetic appeal and functionality, reinforcing the event's prestige.
Impact on Baycrest
The website redesign played a pivotal role in advancing Baycrest's mission:
Enhanced Fundraising Capability: The increased donations directly funded the Kimel Family Centre for Brain Health and Wellness, enabling cutting-edge research and community programs.
Strengthened Brand Presence: The website reinforced Baycrest's position as a global leader in brain health, attracting further support and partnerships.
Long-Term Benefits: Established a scalable digital platform that Baycrest can leverage for future events and initiatives, ensuring sustained growth and impact.
Takeaways
This project was a cornerstone in my career, honing several key skills:
Strategic Thinking: Balancing aesthetic design with functional requirements to meet fundraising goals.
User Experience Optimization: Deepened my ability to create intuitive, engaging user journeys that drive conversions.
Collaboration: Worked closely with cross-functional teams, including marketers, content creators, and developers, enhancing my collaborative skills.
Data-Driven Design: Leveraged analytics to inform design decisions, ensuring each change positively impacted user behavior and donation outcomes.
Adaptability: Navigated the complexities of a high-stakes project, delivering a solution that met both immediate and long-term objectives.
This experience not only advanced Baycrest's mission but also enriched my expertise as a Product Designer, equipping me with the insights and skills to drive impactful projects in future roles.
Image of the one of the pages on the website below:
