Wilder Foundation

Challenge

With 30+ mental health and financial assistance programs, 1,500+ research articles, and vastly different user needs, the site tried to accommodate everyone all at once, resulting in text-heavy pages, confusing navigation, and fractured user flows.

Solution

A redesigned website that clearly communicates Wilder's programs and services to each distinct audience, while driving donations, volunteer sign-ups, and research partnerships.

Impact

Doubled the industry average conversion rate for mental health leads, 4% vs. a 2.5% benchmark
Grew volunteer page traffic by 173%, making it the site's fastest-growing section
Delivered a 22% sitewide increase in active users, while increasing session time and pages viewed

Usability Review

Designed for Everyone, Working for No One

Wilder Foundation has four distinct user groups: those seeking services, volunteers, donors, and social service researchers.

High drop-off rates meant users were missing critical information, such as how to request an appointment. Lack of visual hierarchy meant users didn't know where to look. Over 30% of users quickly navigated backwards after visiting a new page, a sure sign they didn't find what they were looking for.

Without defining their audiences, the site tried to tell visitors everything, but instead told them nothing. After categorizing users as service-seekers, volunteers, donors, or researchers, what to include on each page became clear.

Text-heavy pages made finding critical information difficult.

Only 25% of users scrolled the home page.

Competitive Audit

Build Trust and Empathy, Inspire Action

After reviewing 3 competitor websites, I noticed many sites failed to include data supporting their effectiveness. Wilder is unique, they have the research data that convinces visitors their donations will create lasting change.

Most competitor sites lacked testimonials and social proof, failing to build empathy with users. Wilder had collected in-depth testimonials from clients, a necessary component if they wanted to build trust and empathy with users.

Incorporating statistical proof, testimonials, and case studies builds both trust and empathy, improving the odds of visitors making a donation — a primary business goal for the redesign.

Authentic stories from the community build trust and inspire action.

Stakeholder Interviews

Many Services, Only One Wilder

Interview participants agreed both clients and employees get lost when viewing the site. Clients are unaware of the wide range of services, related programs, or which programs they qualify for. Heatmaps confirmed, since visitors were't engaging with or scrolling through key service pages.

Adding descriptive headlines, eligibility summaries, and related service links made Wilder's programs easier to understand, helping more people find the support they need.

Most clients don't understand Wilder's services and only know part of the services we offer. The site doesn't explain what Wilder does.

- Armando, CEO

Focus Groups

Unique Users Have Unique Goals

Wilder's clients include those seeking services, donors, volunteers, and researchers, each visiting the site with different goals. Focus groups revealed the existing site forced every visitor through a singular user flow and analytics confirmed showing high drop-off rates.

Segmenting content by audience guides visitors toward key actions, such as requesting appointments, making donations, or exploring volunteer opportunities.

Designing for Diversity

Participants emphasized Wilder is deeply rooted in community, but the design lacked an authentic representation of who Wilder served. Stock photography, technical jargon, and an English-only site didn't meet user needs.

Adding community-sourced photography, inclusive plain-language copywriting, and multilingual support creates a more inclusive experience for Wilder's diverse audience.

Showcasing Donor Impact

Donor focus group participants agreed that Wilder's individual and systematic impact wasn't well understood. They stated average donors want to know what their donation buys and large donors are more interested in Wilder's systemic impact.

Featuring Wilders total impact appeals to large donors, while featuring “Your Giving at Work” shows average donors what their donations are being used for.

I want to know that my $100 buys 10 Meals on Wheels for my community... I think that would be very motivating for people to connect with.

- Focus Group Participant