PenFed Foundation

PENFED FOUNDATION

UX DESIGN MANAGER AND UX LEAD 2018-2019

I'M AN ORIGINAL CATCHPHRASE

I’m a paragraph. Double click here or click Edit Text to add some text of your own or to change the font. This is the place for you to tell your site visitors a little bit about you and your services.

BACKGROUND

PenFed Foundation is a division of the PenFed Credit Union and is an online resource and community for Veterans, Veteran Families, Corporate Sponsors and donors. The website facilitates the ability for its users to apply for grants and to donate to the foundation, while providing helpful and relevant information about the Foundation’s Programs and how they support Veterans.

MY ROLE

As the UX Design Manager, I worked along side stakeholders to guide the translation of key insights into a compelling design of the new PenFed Foundation website. Throughout the design exploration and subsequent execution and development of the website, we referenced a creative brief to ensure that the new website delivers the PenFed Foundation user experience clearly and effectively.

I summarized our learnings from the kick-off, stakeholder interviews and competitive audit by outlining the project scope and introduces the brand platform as the strategic foundation for the execution of the redesign for PenFed Foundation.

OBJECTIVES

Create a responsive website that communicates clearly eligibility for programs and facilitates online applications.

Create a new look and feel that is ADA compliant and aligned with the audience of the PenFed Foundation

Create the ability to automate administrative processes.

AUDIENCE PROFILE

Working with our stakeholders, I was able to gather metrics on who the PenFed Foundation audience was. The audience is comprised of primarily Veterans who are seeking assistance for a myriad of issues ranging from homelessness, unemployment, disabilities, predatory lending and more. The website is also a great resource for Corporate Sponsors and individual donors who want to learn and assist with the issues facing the Veterans and their families.

75%

of the audience are seeking PenFed Foundation Grants

10%

of the audience are Corporate Donors and Sponsors

10%

of the audience are Non-profit Organizations looking to refer Veterans for grants

are individual online donors

PERSONAS

With metrics from the audience profile four personas were developed to represent the most likely end users of the PenFed Foundation website.

COMPETITIVE AUDIT

8 Foundation websites were reviewed by the UX team looking for trends in their content and design. Particular attention was paid to elements of content strategy and design that can inform the redesign of the PenFed Foundation website.