Reef.org Website Redesign: Connecting Passion to Action

A redesign of Reef.org website will inspire action by making it easier for visitors to explore the organization’s mission, learn about ocean conservation, and get involved. Designed to tell Reef.org’s story effectively, the redesigned site will focus on three key areas:

  • Enhanced User Engagement with Educational Content
    Visitors will effortlessly discover relevant information, resulting in increased interactions such as page views, time spent on educational pages, and content shares.

  • Improved Awareness of Organizational Objectives
    A streamlined navigation system will help users quickly understand the mission and goals, reducing search time for key information. (Current average search time: ~3 minutes—our goal is to decrease this significantly.)

  • Increased Participation and Support
    Clearer calls to action will provide a smoother path for users to join, donate, or participate in initiatives, driving an increase in conversions like sign-ups, donations, and event participation.

Understanding Our Audience

The Advocate Who Cares Deeply for the Ocean

Andrew, a 27-year-old hotel attendant from South Florida, spends his free time volunteering for beach cleanups and enjoying the outdoors with friends and family. He’s driven by a passion for protecting marine ecosystems and wants to feel empowered to make a difference.

  • What Andrew Loves:

    • Being outdoors and contributing to his community.

    • Learning new things and engaging in hands-on environmental efforts.

  • What Frustrates Him:

    • Feeling powerless when his community’s environment is neglected.

    • Witnessing others disrespect nature by leaving behind trash in green spaces.

  • How We Can Help:
    A redesigned Reef.org website will give Andrew the tools and confidence to engage with initiatives that protect and restore biodiversity. Through intuitive pathways, he will easily find opportunities to partner, volunteer, and donate.

Building for Impact: User-Centered Design

We listened to the needs of users like Andrew. Insights from interviews and research revealed that users currently struggle with:

  • Confusing Navigation & Layouts
    Information is difficult to locate, leading to frustration and a lack of engagement.

  • Lack of Clear Calls to Action
    Users are unsure of how to get involved, which limits conversions.

The new design will address these concerns by enhancing usability, promoting mission clarity, and creating clear, actionable pathways for engagement.

The Future of Reef.org: Where Purpose Meets Action

The redesigned website, which focuses on intuitive navigation, clear content structure, and meaningful interactions, will be a catalyst for greater awareness, participation, and lasting environmental impact.