member experience
sponsored project
Indiana Cancer Consortium
Elevating Membership Value & Engagement Through Nonprofit Web Redesign
ROLE
Project Manager
time
12 weeks (2026)
Focus
UX Research, Redesign
the problem
A fragmented digital experience prevents guests from understanding the ICC's mission and provides little value to keep existing members coming back.
Having gone a decade without a major update, the Indiana Cancer Consortium (ICC) website suffered from outdated visual hierarchy, fragmented navigation, and a monochromatic design. These friction points made it difficult for guests to understand the organization's mission and provided little incentive for current members to return.
Through deep user research into non-profit branding and ICC’s expansion goals, our team led an end-to-end redesign. We created a modern design system, streamlined the user flow, and built target features designed to promote new memberships while driving continuous daily utility for existing members.
the solution
A website redesign focused on intuitive navigation for users who don't know where to start.
Membership Experience
The Challenge: Membership growth directly drives funding for the ICC, yet the existing platform offered no clear value proposition or utility to justify joining or staying active.
The Solution: We restructured the membership model by including and showing incentives, such as: advertising dedicated work groups, creating a member community hub, and adding gated exclusive resources, and then redesigned the website experience to clearly showcase these benefits at every touchpoint.
Resources
The Challenge: Prospective guests frequently land on the ICC website seeking immediate personal or clinical support, leading to confusion about the organization’s overarching mission.
The Solution: Implemented a dedicated "Resources" page that gives specific external resources to route non-member visitors to if they are looking for something that the ICC doesn't offer. This showcases the ICC's genuine care for their visitors and the cause they represent.
the process
A solution that addresses site-wide usability friction and low digital engagement.
To come to this conclusion, we conducted an end-to-end research initiative to understand member behavior, evaluate site performance against industry standards, and define high-impact design priorities for the ICCP web portal.
Usability & Heuristic Audit
Evaluated 10 Nielsen heuristics and conducted baseline usability testing with 9 novice users across 7 key tasks to identify critical site errors and broken pathways.
information architecture
Analyzed and re-architected site navigation using 3 distinct user personas, consolidating bloated pages and embedding clear, dedicated member pathways.
Competitive Analysis
Benchmarked 9 consortium websites and interviewed 3 active members to uncover underlying needs, revealing heavy reliance on email due to site navigation friction.
Prototype Validation
Led a co-design workshop with stakeholders to align design priorities, followed by quantitative usability testing on mid-fidelity prototypes to validate layout improvements.
Outcomes
75%
faster newsletter sign ups
Optimized form flows reduced sign-up time from ~40 seconds to ~10 seconds.
Enhanced Portal Value & Engagement
Addressed core member friction points to transition users away from email reliance and boost active digital engagement across the portal.
Immediate Access to High-Value Assets
Created direct, intuitive pathways to key organizational resources, including the 5-year Indiana Cancer Control Plan, annual conference details, and workgroup hubs.
85%
reduction in resource search time
Streamlined search and IA cut cancer screening query times down from ~138 sec to ~20 sec
My Contributions
This project was completed in collaboration with my team of seven other Purdue students. Below, I go into depth about more of my specific contributions.
Project Co-lead and Mentor: As the co-lead for this project, I took charge of assigning people specific tasks, both to champion or complete (depending on skill level). I also acted as a mentor for new students through regular check-ins, and walking through each task to ensure they understood what they were to do prior to completing the activity.
Project Planning Lead: I led our team as we decided on activities and scheduled out our project, ensuring that everything that we decided on was realistic and beneficial.
Prototype Testing & Validation Lead: I took a leadership role in our current state testing, looking to find participants and made sure our protocol didn't skew results. I then led our prototype testing with a similar protocol, and compiled our findings into a data visualization.
Membership & Resources Page Design: I went through the full design process, from wireframes to high-fidelity, for both the membership and resources pages. I also mentored a younger student in designing and contributing to these pages.