Visible Unity
Case Study: Rebuilding Visible Unity’s Web Presence to Reflect Their Mission
Role: Senior UX/UI Designer (Freelance)
Client: Visible Unity (Non-Profit, Dallas, TX)
Leadership: Managed 2 Junior UI Designers &1 Front-End Developer
Focus: Responsive Web Redesign (Desktop & Mobile)
Overview
Visible Unity is a Dallas-based nonprofit offering diversity training, community outreach, and a signature 5-step approach to inclusive engagement for both individuals and corporate partners. When they approached me, they had a minimal website that failed to reflect their mission, services, or credibility.
As the Principal UX/UI Designer, I was responsible for redefining their digital experience from the ground up. I also mentored a small team of junior designers and a front-end developer while leading remote research sessions with both stakeholders and community members to guide the design direction.
The Problem
The original website did not communicate who Visible Unity was, what they did, or who they served. Users were often confused about the mission, lacked clarity on how to get involved, and didn’t see the full range of services offered. There was no functional event calendar, and the site lacked structure, depth, and brand alignment. The mobile experience was particularly poor, resulting in low user engagement on phones or tablets — a critical oversight for a modern audience.
My Role
As the Principal UX/UI Designer, I led both strategy and execution for the redesign, including:
Conducting remote user interviews with stakeholders and program participants
Leading UX research and visual design
Mentoring 2 junior UI designers and guiding a front-end developer
Developing a complete responsive redesign that reflected the mission and made mobile a priority
Design Process
(01) Discovery & Stakeholder Research
I conducted interviews with board members, staff, and past workshop participants to understand the emotional and functional goals of the website. These conversations revealed deep frustration with how limited the previous site felt — it lacked storytelling, credibility, and structure. Most people were unaware of the available programs or how to sign up.
(02) Information Architecture & Navigation
One of the first things I addressed was the site structure. I created a new information architecture that breaks out their services into four categories: group training, one-on-one programs, events, and community outreach. The new navigation system allowed users to browse by service or audience type, eliminating the “one long page” problem. A fully functional event calendar was also added to the primary nav.
(03) Homepage & Visual Identity
I designed a homepage that establishes a clear visual hierarchy — immediately answering “What is Visible Unity?” and “How can I participate?” through distinct sections, clear calls to action, and emotional imagery. I applied color theory and typography to modernize the visual brand, enhance readability, and foster user trust across both desktop and mobile platforms.
(04) Program Clarity & Landing Pages
We created detailed landing pages for each offering, including explanations of their 5-step process and how it applies to individuals, businesses, and community groups. Each landing page outlined the outcomes, format, and registration process, removing friction and increasing workshop sign-ups.
(05) Mobile-First Improvements
The mobile experience was carefully thought out, with a focus on readability, touch-friendly controls, and logical content organization. This was one of the most celebrated improvements during user testing. Users were finally able to browse, register, and donate with ease from their phones.
Results
-
Significant increase in workshop sign-ups due to clearer landing pages and CTAs
-
High mobile usability scores, especially around navigation and responsiveness
-
Improved brand trust and credibility from visual and structural design updates
-
Event calendar usage increased, with a rise in sign-ups for community events
User Feedback
“This is just ten times better than the current website. Wow!”
“It’s so much easier to find everything now — I didn’t even know all these programs existed.”
“I’m so glad I can check this on my phone now. It looks amazing.”
Reflection
Even though Visible Unity was a small nonprofit, I approached this project with the same level of dedication I would bring to a Fortune 500 company. User experience should never be scaled down just because a client is small. If you’re not willing to provide a complete UX solution, then you’re not offering real value.
What made this project particularly rewarding was mentoring a team while delivering high-impact design work for a mission-driven organization. The new site empowered Visible Unity to better connect with their audience and tell their story, not just through content, but through design that invited participation, built credibility, and worked seamlessly across devices.
