Problem

DonorTrail is a non-profit fundraising app platform. After an initial launch, conversion momentum had dropped — and the landing page was a big part of why. The site struggled to communicate what the product actually did. Visitors arrived with no clear signal of the value proposition and left before the pitch landed.

The problem had a compounding wrinkle: stakeholders were regularly using the site during mobile sales presentations. The responsive design was broken. The site they were showing to potential partners wasn't functioning as designed.

How I knew

The brief came directly from the stakeholders, who flagged both problems from experience — they were living the mobile presentation issue firsthand. An audit of the existing site confirmed the structural issue: there was no hero moment for the product, the information hierarchy front-loaded secondary content, and the lead capture form had enough fields to give users pause before even reading the page.

The conversion goal was clear: get more people to submit the "create a trail" form or reach out via contact. Neither action was easy to take.

What we did

The redesign focused on three things: clarity, form simplification, and mobile.

The most significant call was pulling the product front and center — the landing needed to show DonorTrail before it explained it. Secondary information that was cluttering the page got cut or moved. Two wireframe iterations were delivered before moving to high-fidelity to lock in the information hierarchy with the client before touching visual details.

The form was simplified to a single email field. A multi-field form as a first touch point was asking for too much commitment too early — email gets people in the door, everything else comes later.

Responsive design was rebuilt from the ground up, prioritizing the mobile breakpoint that stakeholders were actively presenting from.

Outcome

The redesign was delivered in two weeks. No post-launch metrics were shared — this was a short freelance engagement with limited follow-through on analytics. The mobile presentation problem was solved by the time the project wrapped.

This was early work. The takeaway was about scope discipline: a landing page has one job, and the previous design was trying to do five. Cutting to the essential ask — show the product, get the email — is the whole brief.