The Unbound website redesign began in 2017, alongside the mobile app development, and was driven by the goal of creating a more responsive and user-centered online experience. Early discussions with the communications and marketing team explored whether a responsive website might fulfill many of the mobile app’s intended functions, especially considering the extensive content and program offerings that Unbound provides. This led to the development of a proposed header structure that organized information from broad categories down to more specific content, allowing users to intuitively navigate based on their needs and interests.
A primary focus of the redesign was to streamline the user journey, particularly for new visitors, and to create a cohesive sponsorship experience. The previous site design, with its “Frankenstein” approach, attempted to drive sponsorship at every opportunity, resulting in a disjointed experience that lacked a focused narrative path. In contrast, this redesign concept emphasized a dedicated sponsor page, allowing users to first explore the content and then naturally arrive at a sponsorship decision. Despite some challenges in the process—such as team changes among lead and assistant designers—the project moved forward with promising coded elements and mockups, showcasing the potential of a cohesive, responsive site redesign. Although the project was eventually paused during the pandemic and remains incomplete, this work demonstrates a thoughtful approach to balancing content depth with user-centered navigation and conversion strategies.
Collaborators:
Lead Web Designer: Wayne Wilkes
Lead Web Designer: Andrew Stanley
Web Designer: Stephanie Spicer
