Through user research, strategy and design, we’ve helped create a site that is visually compelling and easy to navigate. It presents an intuitive overview to the hundreds of initiatives the Canadian Red Cross undertakes. We improved conversion on the site in two ways. The first was by redesigning the presentation of specific emergency campaigns (think extreme weather events) in relation to ongoing fundraising needs (less attention-grabbing but absolutely essential). The second was by streamlining the course registration process, a fundamental revenue source.