Transforming a single-page site into a personalized membership experience.
Since 2003, One Degree Impact has provided full-service grant management for non-profit organizations across the United States. With over 20 years of experience in the non-profit sector, they are committed to fostering human connection and community, a core aspect of the One Degree Impact brand.
End-to-end ownership: research, IA, interaction, visual design, and final handoff.
All three validated in round-two testing with 8 participants, a mix of existing members and new prospective clients.
Twenty years of trust and community — invisible in the visual system.
ODI offered personalized pricing. The site sold it as a fixed three-tier table.
Anchor-only nav. No information architecture. No room to scale.
Blogs, worksheets, YouTube — hidden in the footer. Members couldn't find them.
Warm, mission-driven visuals with ODI's signature dot motif.
A calculator-driven tool — pick services, see pricing update in real time, apply.
About, Services, Impact, Resources — dedicated pages with room to grow.
A dedicated hub for blogs, podcasts, and worksheets — front and center.
I needed to understand ODI's people, their clients, and the state of the existing site before touching pixels.
Four questions the research had to answer. Every interview and audit mapped back to one.
What's working, and where does clarity break down?
Which questions the current site fails to answer.
Which valuable resources aren't being seen.
Is the tier model serving clients, or do they want flexibility?
Two structural problems in the existing site drove the restructure.
Every nav item linked to an anchor on the same page. No depth. No scalability.
Blogs, worksheets, and the YouTube channel hid where no one looked.
I conducted moderated qualitative interviews with current clients, paired with quantitative behavioral analytics from Google Analytics.
1-on-1s with four existing clients, focused on two areas:
Google Analytics — where users dropped off, which pages got traffic, which resources were missed.
90-day traffic snapshot
Three themes that shaped every design decision that followed.
Even paying members struggled to describe what ODI actually does.
The biggest differentiator — tailored plans — wasn't visible on the site.
Blogs, articles, and the YouTube channel sat in the footer, undiscovered.
Insights turned into structure — a platform architecture, an IA, and mid-fi prototypes of the key experiences.
Mapped ODI's ecosystem to surface friction points, ownership gaps, and the touchpoints the new site had to support.
Stakeholder network
Redesigned the single-page site as a multi-page system aligned with user journeys, and centralized ODI's educational content into a Resources Hub.
New + returning overlap
Five top-level sections — mission, services, membership, resources, contact — surface the buried content and cut navigation friction.
5 top-level sections
Wireframed the primary experience layers and prototyped three membership frameworks to solve the hardest problem — how to communicate flexible pricing.
Users configure their own plan; dynamic pricing. Maximum flexibility, maximum perceived control.
Checklist of services with a running total. Transparent, but read as a shopping cart — wrong for a relationship business.
Introductory / Essential tiers. Instantly scannable, but the "one-size-fits-all" feel research warned about.
Iterative usability testing with real clients to refine the flow, hierarchy, and trust signals before final handoff.
Three specific fixes came out of the first round. Each was re-tested in round two and all passed.
Users couldn't locate resources from the home page without using search.
Promoted Resources into the primary nav and added a clear footer link.
Static 3-tier pricing felt restrictive. Users wanted to mix-and-match services to fit their goals.
Pivoted to a Membership Calculator where clients configure their own plan.
Value proposition was buried. 6 of 8 scrolled past without engaging the headline.
Rewrote the headline with a concrete statement about ODI's outcomes.
The moment the chosen direction gave way to a better one.
At final handoff, ODI realized the Membership Calculator wasn't working. I quickly pivoted back to Option C from mid-fi — the tier model — and evolved it into a Modular Tier Model with opt-in add-ons.
Dynamic, user-driven pricing. Powerful in concept, cognitively heavy in practice.
Before
Three clear tiers plus opt-in add-ons — the calculator's flexibility, none of its friction.
After
A warm, member-first website built across desktop and mobile. It tells the ODI story, surfaces the full offering, and lets practitioners build the support they actually need.
Shipped design
ODI taught me to hold user needs and business realities in the same hand, translating a complex membership model into a clear, human-centered experience.
When the Membership Calculator stopped fitting ODI's strategy, the pivot became the project's defining moment. Design isn't about staying loyal to one idea, it's about staying flexible, listening, and evolving.
Through close collaboration and iterative testing, I shipped a site that improved usability and strengthened ODI's brand voice and trust with the people it serves.
Meaningful design happens when empathy and strategy work hand in hand, when every interaction reflects both purpose and people.
