New BWH Giving website

As lead web designer directing Brigham and Women’s Hospital’s digital giving footprint for 10 years, I oversaw UX/UI design, front-end architecture, and digital strategy across hundreds of web pages and specialized microsites. A cornerstone of this work was leading the ground-up redesign of the primary giving site alongside our internal digital team and agency partner Blue State Digital, where we established the modular design system and conversion funnels required to support major institutional campaigns. My role blended wireframing, high-fidelity UI design, end-to-end content migration, analytics-driven URL pruning, and CMS component governance to deliver an accessible, donor-centric experience built for lasting organizational scale.

Evolution of BWH Giving Website

What were the new upgrades?

  • Mission Storytelling Focus: Shifted transactional, event-heavy pages toward long-form medical journalism and patient stories.

  • Modular Component Library: Replaced bespoke layouts with standardized cards, heroes, accordions, and character/aspect ratio guardrails.

  • IA & Orphan Cleanup: Cleaned up 252 orphaned URLs (44.1% of the site) and mapped 402 canonical 301 redirects to category hubs.

  • Streamlined Giving Funnels: Stripped out form friction, simplified checkouts, added fund toggles, and added acquisition lightboxes.

  • Restructured Site Navigation: Launched a top-level "ABOUT" section, retired "Trending Now," and organized real giving vehicles.

  • Mobile-First Responsive Layout: Upgraded from desktop-only to fluid mobile/tablet layouts for 51%+ of visitors.

Layout-by-Layout UX Breakdown (Left to Right)

    • Component Architecture: Hero banner with value proposition, floating stats container, and a 3-column modular card grid.

    • UX Upgrade: Replaced fragmented feeds with a structured discovery hub that pairs human imagery with high-level institutional milestones.

    • Component Architecture: Clean split view pairing trust imagery and testimonial copy on the left with a streamlined, multi-step form on the right.

    • UX Upgrade: Stripped away global site navigation and sidebars to eliminate checkout abandonment, adding segmented gift amounts, designation toggles, and tribute fields.

    • Component Architecture: Top banner with quick action trigger, alternating media-and-text modules, and a structured vertical card stack.

    • UX Upgrade: Consolidates related initiatives into one scannable category hub, solving the legacy site's 44% orphan-URL sprawl by anchoring sub-programs under canonical parents.

    • Component Architecture: Full-bleed emotional hero, prominent pull-quote callout block, photo grid, and persistent secondary CTA block.

    • UX Upgrade: Translates complex clinical funding needs into an intimate human story with dedicated giving buttons built directly into the editorial narrative.

    • Component Architecture: Dual-column asymmetrical layout with sticky event metadata (dates, contacts, registration) alongside long-form program copy and speaker bios.

    • UX Upgrade: Solves the challenge of time-sensitive event information by keeping logistical details and registration actions visible without breaking long-form reading pacing.

    • Component Architecture: Circular metric visualization callouts, dense tabular data blocks, and small photo-proof cards.

    • UX Upgrade: Elevates accountability by turning dry financial reporting into digestible data visualizations that validate donor trust.

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Lead Designer and Front-end Developer Role

  • Web Design & Accessibility: Designed and maintained a responsive, brand-aligned website and donation flows built to digital accessibility standards, optimizing content hierarchy for usability and donor motivation pathways.

  • Platform Architecture: working with bluestate we established the strategy of built modular, scalable page templates in MarketSmart to support campaign agility, seasonal shifts, and seamless CRM data integration.

  • Donation & Payment Forms: Developed and styled secure, frictionless checkout experiences integrating e-check, PayPal, and tribute gift workflows.

  • Conversion & Optimization: Supported campaign landing page development and A/B testing to increase donor acquisition, retention, and gift completion rates.

  • Digital Strategy & Analytics: Configured Google Tag Manager and Google Analytics tracking frameworks to measure user engagement and inform ongoing site optimization.

  • Campaign & Content Integration: Aligned multi-channel digital assets across email, web, and social for Giving Day, match drives, donor spotlights, and legacy giving initiatives.