Ocean Conservation Society

Transparent Ocean Advocacy

Revamp the website to streamline the donation process, improve navigation, and clearly present the organization's mission and impact.

🧩 Problem Statement

OCS's outdated and complex website hindered user understanding and donation processes, affecting their mission support and engagement.

🏆 Key Challenges

  1. User Navigation: Simplifying and organizing the website for better usability.
  2. Donation Process: Making the donation workflow straightforward and accessible.
  3. Information Clarity: Clearly communicating OCS’s mission and impact to drive support.

Design Process

Prototyping & Testing

  • Wireframes: Developed wireframes to outline the new website structure.
  • Prototypes: Created interactive prototypes for user testing.
  • Usability Testing: Conducted usability tests to gather feedback and refine the design.

UX Research & Insights

Ensuring the website conveyed the urgency and importance of ocean conservation while providing an easy-to-navigate user experience. Balancing comprehensive informational content with a streamlined donation process.

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  • Website Redesign: Created a modern, user-friendly website with a focus on OCS’s mission and achievements.
  • Streamlined Donation Process: Simplified the donation workflow, making it easy for users to contribute.
  • Informational Content: Integrated clear, engaging content about ocean conservation and OCS’s impact.
  • Responsive Design: Ensured the site was fully responsive and accessible on all devices.
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📈 Results & Impact

  • Donation Increase: Achieved a 30% increase in donations post-redesign.
  • User Engagement: Increased user engagement by 50%.
  • Positive Feedback: Received positive feedback for improved navigation and information clarity.
  • Support Tickets: Reduced support tickets related to website navigation and donation issues.


The redesign of the Ocean Conservation Society website focused on improving navigation, simplifying the donation process, and clearly presenting the organization's mission and impact. Using Microsoft Clarity's heatmaps and session recordings, we identified key user interactions and optimized the website layout, resulting in increased donations and user engagement.

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