BGCGM
WEBSITE REFRESH
Redesigning the website for the Boys & Girls Clubs of Greater Milwaukee was an opportunity to create more than a digital refresh — it was a chance to better serve families across the city. The goal was to make enrollment seamless, intuitive, and accessible, especially for parents navigating sign-ups from their phones. Through a strategic UX process and thoughtful visual storytelling, I built a platform that balances clarity, warmth, and community pride.
THE CHALLENGE
Parents needed a faster, clearer way to sign their children up for programs, but the existing experience wasn’t optimized for how they were actually accessing the site — primarily on mobile devices. We also had to speak to three distinct audiences at once: parents seeking information and trust, teens looking for connection and independence, and younger children drawn to energy and fun. The challenge was creating a cohesive experience that simplified navigation while still reflecting the vibrancy of the Clubs and the Milwaukee community.
THE SOLUTION
I began with a comprehensive sitemap to streamline the user journey, followed by detailed wireframes to ensure every essential touchpoint — from program details to registration — was intentional and intuitive. With structure in place, I translated corporate brand standards into a dynamic, mobile-first design, weaving in playful Milwaukee-inspired visuals to resonate with both adults and kids. The result was a streamlined, mobile-first experience that simplified the sign-up process, improved accessibility, and drove measurable ROI through higher program enrollment and stronger mobile engagement.
