NaFFAA-NY Website
Re-Branding and Centralizing the Brand's Mission and Community Outreach
INTRODUCTION
With over 4.2 million Filipinos across the United States and the second-largest Asian American group, NaFFAA (National Federation of Filipino American Associations) is the largest non-partisan, non-profit organization, and national affiliation of Filipino American institutions. The New York chapter of NaFFAA is a community organization that aims to promote the welfare and well-being of the 144,436 Filipinos and Filipino Americans throughout New York state by amplifying their voices, advocating on behalf of their interests, and providing resources to facilitate their empowerment.
Problem
NaFFAA-NY's only form of communication with current and prospective members are through social media. With growth initiatives and new leadership on the rise for the chapter, we need a responsive website that provides centralized information about NaFFAA-NY to reach our audience and gain more traffic.
Project Requirement Scope
Working with executive board members defined the goal of consolidating information for current and prospective members.
My Responsibilities
Lead design and research efforts
How Might We…
Consolidate NaFFAA-NY’s service offerings to increase lead generations?
Research Plan
Mapping our early assumptions determined areas to focus on when validating through research.
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What are ways in which the larger organization is implementing ways to keep members engaged and active?
Validating Assumptions
Interviews with 5 leaders of current and past NaFFAA-NY member organizations and 7 of our current board members revealed a gap in information for our opportunity, with problems such as difficulty navigating community event details, benefits of joining NaFFAA-NY and becoming a member as well as how to directly reach members of our board for service. Another important note found through our research was that although many incoming members have been commonly recent postgrads and follow us on social media, a majority of our retained members are of an older demographic and might often miss updates from us if they are not active on platforms, particularly Instagram.
Defining User Personas & Goals
Reflecting our key insights into 2 customer personas informed the direction of the chapter’s focus towards retaining active membership
User Journey
Planning out the user's experience directed the website’s purpose in providing context to the organization and ways to get involved.
Rebranding Guidelines
A rebranding for NaFFAA-NY is also introduced to represent the new era in the organization amidst the changes to leadership as well as major key programs implemented for members. The logo refinement reflects the modernization of NaFFAA-NY as well as the updated brand colors to symbolize a sense of life and warmth to the brand.
Site Mapping
With the persona in mind, a user flow was created to showcase and checklist key content for the site.
Site Architecture
We tested different iterations of content layout and hierarchy to exemplify key information as the user explores the site. With the initial design on the left, users found a lack of storytelling with beginning information. Directly mentioning the pillars and other actions without addressing the customer's core criteria first lacked content flow. Following the first round of revisions, the second iteration in the middle resulted in an unclear direction on which parts of the information were addressing certain core criteria. As a result, the final feedback we received through testing allowed us to reach the final version on the right. We broke down the information into what would address both customer objectives we wanted to solve through our website's landing page.
Proposed Solution
