SaaS & Education
Early-stage nonprofit
U.S.-based
~10 employees
Challenge
The organization aimed to expand participation in its global educational and award programs, but struggled with U.S.-centric messaging, fragmented user journeys, and a lack of inclusive representation. These gaps limited international engagement and conversion in key new regions.
Solution
I led a comprehensive brand narrative and website UX realignment to enable global growth:
- Refined value propositions tailored to each program, audience, and market
- Rewrote core content and launched program-specific landing pages
- Humanized the brand with “winner walls” and participant stories
- Reorganized messaging hierarchy and visual content for accessibility and inclusion
- Expanded image and testimonial libraries to reflect diverse representation
- Partnered with program and engagement teams to align across all touchpoints
Impact
01.
Met DEI targets with over 20% of program participants from outside the U.S.
02.
Expanded reach into Africa, Japan, and additional U.S. regions
03.
Quadrupled session time, improving lead quality and conversion rates
Highlights
- Repositioned the organization for international growth with lean resources
- Opened new geographic markets
- Built a modular, reusable messaging system to scale campaigns
- Aligned UX and messaging for inclusive, scalable growth
- Unified cross-functional teams around a clear and inclusive brand voice
