IF WEBSITE REDESIGN
WEBSITE STRATEGY - UX DESIGN - AGENCY DIRECTION - BRAND STEWARDSHIP - CONTENT STRATEGY - WEB DESIGN
TIMELINE
1 year from RFP to launch
June 2025 - June 2026
SCOPE
Full website redesign
TEAM
Me, 1 internal logistics coordinator, 1 external agency
The previous website was nearly a decade old and had been managed by IT administrative staff rather than anyone with design or UX expertise. Over the years it had accumulated dozens of unused, outdated pages, and its navigation had grown complex and inconsistent — the kind of structure that made sense as one-off additions over time, but no longer made sense as a whole. Most critically, the site did a poor job of actually showcasing the organization's work and events, which are central to how IF builds relationships with donors and the Irish diaspora community it serves. Ultimately, development staff found it to be less of an asset and more of a liability. As the sole internal owner of digital and creative strategy, I was responsible for solving this.
THE CHALLENGE:
Strategy: I authored the RFP, evaluated proposals, and selected the agency partner, then internally directed the content and UX strategy for the full site — taking an active role in deciding on site architecture, navigation logic, and how the organization's programs, events, and impact would be presented.
Design: I personally designed the bulk of the new site pages and systems, including how Chapters and Events are presented.
Digital: I owned the underlying content architecture across web and email, ensuring the new site connected cleanly to existing systems.
Stewardship: Throughout the project I coordinated cross-functional stakeholders, gathered and approved content, and served as the internal creative and brand expert — the person the agency and internal stakeholders both came to for final visual and voice decisions.
Think of it like a creative director model: the agency handled build and some page development, but the strategy, the content direction, and a meaningful share of the design work were mine.
WHAT I OWNED:
BEFORE
