Blue Ocean Society is a non profit organization whose vision is of “thriving marine life in the Gulf of Maine with citizens committed to environmental stewardship.” A desire to do more hands on work to protect marine life turned into programs such as beach cleanups and whale watching as both a research platform and a way to educate.
Challege: Our goal was to build a platform that communicates their core value and passion of conserving the ocean and marine life to users and inspires them to want to be involved with the organization by volunteering and/or contributing donation.
Blue Ocean Society for Marine Conservation
Storyboard, UI Design, UX strategy
Current site has too many sections in the navigation, which could be overwhelming for first timers. We moved the secondary features like Blog and Contact us section to the footer, to clear out the menu for easier navigation. And created Donate and Volunteer section into call to action which are one of the main feature of their website.
Quotes from users
“Too many menu items”
“From the homepage, I'm not sure what the website wants me to do.
It seems like a great cause though.”
“I was overwhelmed of the long paragraphs of bullet points. It's difficult to scan.”
“There is a lot of information on the website. It was easy to navigate if I knew a particular area I was looking for.”
Understanding the user problem
Too many menu items are overwhelming for users who do not have a specific goal in mind when visiting the site.
No clear call to action for the key features - The ‘Donate’ button blends in with the navigation menu.
Most contents are laid out flat without much visual support, and it’s neither visually appealing nor user friedly.
We decided to build a persona on our interviewee from the organization, she was a perfect candidate for possible user.
Created a storyboard based on her past experiece of the current website and added possible future outcome with new website.
Rearrange the navigation menu items for easier navigation.
Create a clear call to action as well as clear and concise navigation for the user.
Design a more visually appealing and user friendly web page that will engage and inspire users to want to be involved.
To highlight and visually represent the main options I created custom icons for each.
The homepage concept was built around the idea of engaging users with strong impression about the organization identity with narrative visual support and clear content.