Slave 2 Nothing Foundation

Project Overview

As the UX & Design Lead, I again teamed up with the Ghost Agency for In-N-Out Burger's Slave 2 Nothing Foundation website redesign. The user experience and visual designs were refreshed to align with the user analytics and business goals.

Problem

The top 3 problems that were identified by the client: 1) to engage non-profits, 2) to increase fundraising, and 3) to raise awareness of their connection to the causes.

Solution

Best practices to increase engagement and conversion were applied, such as pulling in more “call-to-actions” in areas that were previously dead ends. The content placement was based on KPIs gathered from the site analytics, which made the user journey more thoughtful and seamless. The project stakeholders internally validated the user experience and designs using low and high-fidelity Figma prototypes, significantly reducing project timeline frictions during the development phase.