01
UX & IA
Content audits, user journey review, navigation improvements, and information architecture support.
Selected Work
AAUW Website Experience & Digital Communications Improvements
Improving navigation, content pathways, and campaign engagement for a national mission-driven nonprofit.
AAUW homepage experience, including mission-driven messaging, primary navigation, and engagement pathways.
Overview
A complex website serving many different audiences.
As Digital Communications Manager at AAUW, I worked across website strategy, user experience, content structure, campaign support, and technical implementation to improve how audiences moved through AAUW’s digital ecosystem.
AAUW serves multiple audiences at once: members, donors, advocates, program applicants, researchers, educators, volunteers, and the general public. My work focused on making the website easier to navigate, strengthening pathways to high-priority content, and supporting digital campaigns that advanced AAUW’s mission of gender equity for women and girls.
This work was not a single isolated redesign. It was an ongoing modernization effort across multiple parts of the website, balancing user needs, internal stakeholder goals, brand messaging, technical constraints, and the need to support a wide range of audiences with different goals, levels of familiarity, and information needs.
Challenge
Make the website clearer, more purposeful, and more action-oriented.
Some visitors were looking for fellowships, grants, or scholarship opportunities. Others wanted to join, donate, advocate for policy issues, attend events, access research, or understand AAUW’s broader mission. Internally, teams also needed their programs and initiatives to be discoverable without overwhelming the homepage or main navigation.
- Improve navigation and information architecture.
- Make high-priority content easier to find.
- Create stronger pathways for users based on their goals.
- Support advocacy and list-building campaigns.
- Improve campaign and initiative pages so they could drive awareness and action.
- Implement technical tools within the existing CMS environment.
My Role
Strategy, UX, content, and implementation.
I worked at the intersection of digital strategy, user experience, content, and implementation, coordinating with stakeholders while shipping practical website improvements inside a real CMS environment.
02
Web Implementation
Gravity Forms quiz implementation, embedded campaign tools, CTA modules, and CMS-based page updates.
03
Digital Communications
Mission messaging, campaign support, list growth integrations, and stakeholder-centered content strategy.
01 / Navigation & IA
Navigation & Information Architecture Redesign
AAUW had a deep content ecosystem with program pages, research content, membership resources, advocacy actions, donation pathways, and educational opportunities. The navigation needed to help users understand where to go without forcing them to already know AAUW’s internal language.
I led a content audit and information architecture redesign to clarify how major content areas should be grouped and labeled.
What this improved
The redesigned structure helped guide users toward the content and actions that mattered most while making key resources easier to discover and navigate.
02 / UX Audit
UX Audit for Key User Groups
I reviewed the website experience through the lens of different user groups. One major example was the Fellowships & Grants audience.
Users visiting this section needed to understand which opportunities applied to them, what eligibility requirements existed, and where to go next. Because this content was high-value and information-heavy, the experience needed to reduce confusion and support decision-making.
What this improved
The audit helped clarify how users moved through dense program content and where additional guidance could reduce friction.
03 / Gravity Forms
Fellowships & Grants
Quiz Implementation
To support users exploring funding opportunities, I implemented a Fellowships & Grants quiz using Gravity Forms.
The quiz helped guide users toward relevant opportunities by turning a complex decision process into a more structured interaction.
My responsibilities
I handled the technical implementation and helped translate user needs into a functional digital tool, thinking through form logic, user flow, content clarity, and how the quiz would connect users back to relevant opportunities.
04 / CTAs
Global Calls to Action
I worked on global calls to action that pointed users toward AAUW’s most important actions, including signing up for updates, joining, donating, and taking advocacy action.
These CTAs helped connect informational pages to deeper engagement, guiding users toward meaningful actions aligned with AAUW’s organizational goals.
What this improved
The global CTAs created stronger conversion pathways across the site and helped turn passive content consumption into action.
05 / Homepage
Homepage Mission Messaging
I added AAUW’s mission statement to the homepage to make the organization’s purpose clearer for first-time visitors.
For a national advocacy and education-focused nonprofit, the homepage needed to quickly answer a basic question: what does this organization do, and why should someone care?
What this improved
This update helped make the homepage more immediately mission-driven and connected AAUW’s programs, advocacy work, and campaigns back to a central purpose.
06 / Initiative Page
Women’s Economic Empowerment Initiative Page Redesign
I redesigned the Women’s Economic Empowerment Initiative page to raise awareness and drive traffic to relevant AAUW programs.
The goal was to make the page more than a static informational page. It needed to communicate the importance of the initiative while guiding users toward related resources, programs, and ways to engage.
What this improved
The redesigned page helped connect an important organizational initiative to relevant content and engagement pathways.
07 / Campaign Integrations
Campaign & Mailing List Integrations
I implemented digital tools that supported audience growth and advocacy engagement, including Feathr and Action Network.
Feathr supported mailing list and audience-building efforts, while Action Network allowed advocacy and action tools to be embedded directly into the main AAUW website.
What this improved
These integrations helped AAUW support advocacy actions, list growth, and ongoing audience engagement directly from the website.
Impact
Practical improvements across a complex nonprofit digital ecosystem.
Because this work happened across multiple website and campaign initiatives, the impact was both strategic and practical.
Clearer Navigation
Clarified how users moved through AAUW’s website and found priority content.
Stronger Action Pathways
Connected informational pages to engagement actions like signups, advocacy, membership, and donations.
Better Campaign Integration
Supported advocacy and audience growth tools inside the main website experience.
Improved Program Discovery
Helped users exploring Fellowships & Grants find clearer next steps through content structure and guided tools.
Mission-Aligned Homepage
Made the homepage more immediately grounded in AAUW’s purpose and public-facing mission.
CMS-Based Improvements
Shipped practical changes inside platform, stakeholder, and nonprofit constraints.
Skills Demonstrated
UX, web implementation, and digital communications in one role.
User Experience
- UX audits
- User journey review
- Information architecture
- Navigation strategy
- Conversion pathway planning
- Accessibility-minded content structure
Web & Technical Implementation
- WordPress/CMS implementation
- Gravity Forms setup
- Embedded third-party tools
- Technical QA
- Working within platform constraints
Digital Communications
- Content strategy
- Mission messaging
- Campaign support
- Audience engagement
- Stakeholder collaboration
- Translating organizational goals into digital experiences
Reflection
Modernizing digital experiences for public-serving organizations.
AAUW’s website had to support education, advocacy, membership, fundraising, research, and program discovery. That kind of complexity is exactly where strong digital strategy and UX matter most.
The strongest solutions were not always flashy redesigns. Sometimes the most valuable improvements were clearer navigation, better labels, stronger CTAs, more useful forms, and pages that finally helped users understand what to do next.
For me, this project reflects the center of my work: modernizing digital experiences for mission-driven organizations that serve the public.