Su Casa

Su Casa has been serving Long Beach, CA, for over 40+ years to help women and children end domestic violence in their families. In the past few years, their organization has struggled to keep a consistent donation from charity/donors and needed to find a way to grow their revenue stream. They are also short staffed because of their tight budget, and more volunteers are required to operate their organization. Their current site has not been updated for over five years and needs to adapt to the current trends today.


The goal of this project is to offer a positive user experience for their clients, charity/donors, and volunteers. The organization must have the ability to track the number of people who donate and volunteer through the site. By creating measurable goals and refining the website, the organization can continue to improve their site and marketing strategies.  In addition to tracking the user's actions, it is also essential to follow the performance on each page to identify if the users are reaching their desired goals.


For this project, I was in charge of the UX strategy and redesigning the entire web design with Wordpress. My client wanted me to use Wordpress to develop the site because they had old data they could not lose. I used a template for the initial design, but I made design changes accordingly to the user and client needs.

The other members that I worked with were the stakeholders. For every significant stage of the design process, I would have a meeting with the stakeholders to gather feedback and get additional input.


Web Design


Local by Flywheel
Google Analytics


April 2019


identifying the problem

My client addressed that there were three users for the site (clients, charity/donors, and volunteers). In my research, I identified complications that users might experience on the exiting website. One of the most significant flaws in the existing site was the lack of a footer. The users would need to use the top navigation in the header to go to the next page. Scrolling up every time to go to the next page can detract from a good user experience. It was also not easy to find information, and it was challenging to know where to donate and volunteer. Lastly, the website was outdated and not fully responsive to mobile.

RESEARCH insight

analyzing competitors

There are many non-profit organizations that Su Casa competes in Southern California. Some organizations offer similar services and have been around for over 40+ years. By analyzing other competitors, we can see that Su Casa lacks a steady revenue stream and a responsive website. With a newly redesigned website and increased marketing for their organization, the goal by the end of 2021 is to reach 4 million + in annual revenue like their competitors.

business insight

acheiving business goals

The client addressed his concerns about the organization and the improvements that they needed for the website. The client suggested that the redesigned website should have two key elements. First is to add stories about how the organization helped the victims, and second is to disclose where they spent their money. By combining these two elements in the site, he believes that it will bring a sense of trust to their target users and could potentially bring in more donations and volunteers.

“I want people to know that Su Casa is genuinely helping people who are experiencing domestic violence”
“ I want to help our clients to visualize what they always dreamed of getting”
user research

identifying user needs

I did not have access to Su Casa’s clients due to privacy issues, but I was able to get in contact with their donors. I spoke to Nikki Kendall from Jones & Associates, who helps privately funded organizations such as Su Casa fund their shelters. In the interview, she addressed that she would love to see organizations that offer support to the public and also see the success the organization has made thus far. I also learned that charities love to know where the organization spends its money.

Since I could not talk to Su Casa's clients, I did my own research by looking at online source about domestic violence victims. Online source about domestic violence victims

“I don’t like seeing celebrity endorsements because it detracts from authenticity and trust in the organization”

mapping key insights

I received a lot of great feedback from the interviews, and two key insights stuck out to me the most. First, the organization would benefit if they share their stories of success to the public. And second, they would need to be fully transparent with where they spend their money. Building trust with people has a large part of their success in their organization. The website needed to connect to the people who empathize with the victims. Although the topic of domestic violence is not always the most positive, the site is supposed to encourage users to help support the cause. The content that the organization would add in their news and events will be about their accomplishments and success.

user persona

identifying the user

I gathered as much information to create a user persona who would best suit the type of users that would use the site. Each user would have their interest in using the website, and all of them would have different results. Providing as many options for users who would use the site was necessary. Flexibility and ease of use was the key to the redesign. Some of the information on the website might look like it's repeated, but that was intentional. Each page touches on the three users who would visit the site, which provides an opportunity to give the information the users wanted.


navigating the site

This stage of the design process was critical because I had to make sure to satisfy all three users who visit the website. By adding CTA's and links to direct them to the desired location was essential to the usability of the site. In the existing website, the users would have to go to the nav menu to view the next page. In the redesigned layout, I planned users to have flexibility and not limit the users from finding what they wanted.

user interface

bringing the design to life

I was provided the logo and brochure from my client and used that as a reference point to come up with new colors and fonts for their brand. The original colors were dull and dark, so he wanted me to find a color that popped but still was on the calmer tone. My client wanted me to suggest a new color pallet and font pairing for their website. I used turquoise for their primary colors because the meaning behind the color had a positive connotation. It's as if the color was foreshadowing the victim's life once they are free from violence and hate. The color turquoise represents the feeling of safety, trust, and calming.


improving the design

My client was concerned with the idea that they were being too transparent to the public about their finance. Some level of privacy was important to them and would prefer to show highlights of the support they offered instead.


responsive web design

The challenge for the final design was to create a layout that was not cluttered but still connects all three users and addresses their needs. The redlining below highlights the user's point of interest that provides them with the information they would want to see.

google analytics

analyzing user behaviors

I set up Google Analytics with Event Tracking so I can understand the decision users make on the site. By tracking the number of clicks users made on the Donate button, I am now able to track the progress and create measurable weekly goals. The data shows that 20% of users who visited the Donate page from January 17 - January 23, clicked on the “Click here to donate” button. Out of the 20% of users who clicked on the button, the organization received a total of one donation. Over time, I plan to improve the number of donations by conducting A/B tests and identifying the best rate for success.

In addition to measuring goals, the data also shows that users clicked on the volunteer link at the footer most frequently. This was odd because I would assume that people would instead click on the top navigation to go to the volunteer page. I noticed that one of the links were broken for the volunteer application. It is possible that users were looking for the form and could not find it, so the users were clicking on the volunteer link at the footer. I updated the broken link and gave it another week to review the data. My hypothesis was right, and the number of clicks for a volunteer at the footer reduced dramatically.

What I learned

Analyzing quantitative data to improve the user experience

Sometimes getting qualitative data or feedback from users can be difficult and might not be enough to improve the user experience. After developing the website, I used Google Analytics to improve the user experience by giving the users what they were looking for. Rather than waiting for feedback from users, I immediately made the changes on the site and redirected users to the right place.

NExt steps

The goal by the end of 2021 is to reach 4 million + in annual revenue. To achieve the desired goal, I recommended that the organization focus on increasing their marketing strategies and producing more traffic to the website through social media or other sources of advertising. The organization has over 1k followers on Facebook, which makes it an excellent opportunity to start there and increase its popularity. In the next few months, I plan to analyze their website traffic through Google Analytics to suggest improvements and identify any problems with the site. I also plan to conduct an A/B test on the landing page, donation page, and volunteer page to improve and measure conversion.


NEXT: Brand Plan

NEXT: Parallel Medium

NEXT: Parallel Medium

NEXT: Parallel Medium