Original Design
New Design
Optimized for Desktop, 1724px
After eight years with the same website and brand identity, the founder of this nonprofit, which helps single mothers, sought a complete digital overhaul. The outdated online presence no longer reflected their crucial mission, resulting in a poor user experience that hindered their ability to connect effectively with mothers in need and potential donors.
My Role
UX Researcher
UX / UI Designer
Brand Designer
Duration
Oct. - Nov. 2025
4 Weeks
Deliverables
Design Created:
Redesign Website & Logo
Brand Values:
Supporting the Fatherless
Empowering Mothers
Bringing Love to the World
Brand Name/Motto [Non-Negotiable]:
From Your Father, You are never alone!
Original Design
Initial thoughts to improve the website:
-Improve Visual Hierarchy and Focus
-Enhance Scannability and Information Architecture
-Modernize Aesthetics and Logo Integration
New Design
Changes that improved the user experience:
-CTAs are clear and prominent.
-The text is easy to read with no images as backgrounds.
-The logo and color palette is modern that brings life and warmth to the pages.
The Impact
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Families headed by single mothers face significantly higher financial hardship, with a 28% poverty rate. This rate is nearly six times that of married-couple families, underscoring the severe need for financial and material support, such as clothes and supplies.
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Children in father-absent homes are four times more likely to face emotional or behavioral problems. In fact, studies show that 85% of all children who exhibit behavioral disorders come from fatherless homes, highlighting a profound need for emotional security and stable guidance.
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A significant emotional challenge is social connection. Research indicates that almost one-third (31%) of single parents report feeling anxious due to loneliness and isolation, highlighting the crucial need for the support networks and emotional encouragement that From Your Father provides.
The struggle of single-mother families is an urgent crisis, demanding more than temporary aid.
They require an indispensable lifeline to overcome financial despair, ease their crushing emotional burdens, and break the cycle of hardship, bringing much-needed love to families in need.
Ok, let’s get to the details for the Redesign/Rebrand
Here’s my design process:
01 - Background
From Your Father was founded in 2017 by Deja, whose personal experience being raised by a single mother struggling to make ends meet inspired a powerful mission. Deja established the organization to provide the support and resources she wished her family had growing up.
Operating in the Nashville, TN area, she and her dedicated volunteers offer hands-on assistance through two core programs. They distribute monthly “Love Boxes”—providing essentials like food, clothes, diapers, and household items—and host “Outside of the Box” events focused on critical life skills, including Social & Emotional Skills, Financial Literacy, Health & Nutrition, and Spiritual Growth.
02 - Research
Research Objectives
Conduct a website Audit of the current design to determine:
-Areas of the current website needs updating.
-What aspects of the current website are going to stay.To discover the “Wins and Misses” of other nonprofits out there.
To do research on brand identity trends there are currently.
Current Website Audit
Competitive Analysis
In order to understand “the wins” and “the misses” of these platforms, and to find out what assistance they offer, I took a thorough look through Bridge of Hope, Fellowship Housing, Single Mothers Outreach and Helping Hands for Single Moms to create a clear plan for with the redesign.
Here’s my initial thoughts of the
“Landing Pages”
Here’s things that I liked about these website designs
Next, it’s time for the Interviews
Takeaways
Through the interviews, I learned
6/6 of the participants go to watch videos online to escape life stressors.
5/6 said that if they watch a negative video, it does affect their overall mood negatively.
6/6 of the participants would love to have a personalized playlist based on their interests and on what they’re going through emotionally at that time.
5/6 of the participants said that they would utilize the option of saving their curated playlist form entries to be able to look back and reflect on the data later.
Participants
Participants Recruitment
I interviewed 6 users. I made sure I had a variety of ages, professions and walks of life to get a well-rounded amount of insights of their experiences with watching videos online.
Interview Guide
Interview Guide
I focused my questions on what types of videos they watch, have they ever felt worse after watching a negative video, what interests and emotions they would like to see on the entry form and would they use a feature like this?
Interview Guide
Affinity Map
Affinity Map
I gained insights on what types of videos the participants enjoy watching, why they go online to watch videos and the impact a negative video has on their mental health.
I saw what topics of interests and which emotions they would like to see on the list of options for the personalized playlist.
Affinity Map
Personas
Between the knowledge I gathered from the SWOT analysis and the interviews I conducted, I was able to put together these 2 personas that embody the majority of Vimeo’s users.
A snapshot of Vivian-
Vivian is a hard working social media manager with an eye for details. That also means that it’s difficult for her to turn her brain off of work and be able to relax.
”My limited free time needs quick access to hobby content or calming videos, without endless searching. A way to effortlessly track emotions for personal growth would also be invaluable.”
A snapshot of Ravi-
Ravi as an aspiring movie director that loves to create films that makes an impact in the world. Ravi has very little time to refresh and recharge or to get inspiration for his next project.
”My intense work schedule(14-18 hour days) demands efficient access to inspiring film content for relaxation and creative fuel. Saving beloved videos is a must.”
Project Scope
The “Problem Statements” and the “How Might We’s” that I discovered were:
I used a Venn Diagram to gain a deeper understanding of the business and its users, which helped me create a solution that works best for everyone.
Venn Diagram
Highlights of Vimeo’s Business Goals
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Be the leading platform for professional-quality video.
Empowering creators and businesses with innovative tools.
Highlights of Vimeo’s Users’ Goals
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Strategically expanding its reach in the global market.
Quality
Professionalism
Control
Community engagement
Potential monetization
03 - Task Flow
Proposed Solution
Next, I got to have fun with figuring out how I get to solve this problem!
After some brainstorming and dreaming about what this feature could look like, I came up with these Wireflows. They’re based on the Task Flows that made the most sense on how solve these problems of needing:
A quick and easy way to get a personalized playlist based on the user’s interests and emotional needs.
Being able to give Vimeo feedback on if the user enjoyed the video it curated for them, and be able to come back to the videos that the user loves.
Be able to track those entries for future reflection and personal growth.
Here are some fun iterations from the different stages of designing this Website Feature
Playlist Personalization Form
Changes I made to the “Playlist Personalization Form”
4U Reels Video Page
Video Watch Screen
Changes I made to the “4U Reels Video” Page
Changes I made to the “Video Watch Screen”
Video Rating Form
Changes I made for the “4U Reel Trends” Page
4U Reel Trends
Changes I made to the “Video Rating Form”
04 - Prototype
After planning the task flows, my next step was to start creating the Lo-Fi Interactive Prototype for users to test.
Hi - Fi Interactive Prototype
Optimized for Desktop, 1724px
Flow 01
-Personalized Playlist
(V. 02 Hi-Fi)
Flow 02
-Watch and Rate Video
(V. 02 Hi-Fi)
Flow 03
-Checking out my personal Interest and Emotion Trends
(V. 02 Hi-Fi)
06 - Implement
The Impact
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Analysis showed an anticipated 5-7% increase in user retention and satisfaction and would also provide its core clientele—professionals, businesses, and creators—with a more effective channel for their videos to be discovered, potentially driving a 10-15% uplift in unique video views for content featured in these personalized playlists, thereby reinforcing Vimeo's premium standing in the market.
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4/5 test users reported that this feature would stop them from “doom scrolling” and help them watch videos that mean something to them, which would improve their mental well-being.
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5/5 users expressed that using this feature, they would be able to quickly access their personalized playlist to save them time on searching for multiple types of videos.
“I love the idea of being able to track my interests, but especially my emotions. So I can look back at them later and see any potential patterns that I wouldn’t be able to see otherwise.”
-Potential Vimeo User
“This is a crazy, awesome idea and I can’t wait to be able to use it!”
-Potential Vimeo User
This empathetic feature really taps into user well-being and personalized experience.
Building on that, here are four more possible ideas for expanding or adding to this Website Feature
Interest-Based Event & Workshop Discovery:
Bridge online interest with offline or live virtual opportunities. Based on a user's strongest interest trends and (optionally) their geographical location, Vimeo could provide tailored recommendations for relevant events.
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Collaborative Mood Spaces:
Enable users to create a "Shared Mood Space" with a small group. This could be great for couples, families, or small friend groups wanting to unwind together.
Integrate Bio-metric/Wearable Data
(Opt-In):
For users who opt-in and connect compatible wearable devices (e.g., smartwatches, sleep trackers), the system could passively gather bio-metric data (like elevated heart rate, or low activity). It could then suggest preemptive content recommendations without needing to manually fill out a form.
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Interest-Driven Community Hubs:
Interest-Driven Community Hubs:
Allow users to opt-in to private or semi-private "Interest Groups" (e.g., "Abstract Digital Art Discussion"). Exclusive content from creators in that niche, and forums for discussion and collaboration. The system could even suggest group members based on overlapping "interest trends."