Organization
LetsStopAIDS (LSA) is Canada's leading Youth-HIV charity with over 500 volunteers, centred around HIV prevention, knowledge exchange, and youth leadership.
Deliverables
Web Design, Articles, UI Library, Branding, Development
Role
UX Lead, Researcher,
Creative Lead
Introduction
The Challenge
Key Pain Points
Increase in programs, adding complexity in content hierarchy, and storytelling.
Catering to multiple audiences with different needs
Lack of clarity and security when driving donations
Lack of visual storytelling to resonate with young people
The Goal
The work needed to go beyond surface-level redesigns and focus on structure, intent, and continuity across the user journey.
For this purpose I started with understanding the information architecture of the website to set the foundation for rethinking how clarity throughout the website could enable more confidence in collaboration and giving.
Table of Contents
INFORMATION ECOSYSTEM
Scaling & Maintenance
Information Ecosystem
In the beginning, the website had 6 pages and highlighted 3 programmes (none of which were active programmes).
After building the website, there were 10 programmes pages, an online magazine (Papaya), and 4 times the number of streams to get involved.
Content Audit
A content audit was conducted to measure the quality of the content used at the time. The auditing was measured by how much updating was needed, whether users found the content confusing, if the content was still in line with the business's new strategic goals, as well as the state of the internal content standards.
Old Sitemap
New Sitemap
Restructuring Programs
Context
LSA offers a wide range programs accumulated over the past 2 decades - active programs, paused initiatives, and archived ones as well, all living on the same page.
Problem:
Growing number of programs across different timeline activities
No clear distinction between active, archived, paused
High cognitive load for first time visitors
Ongoing internal confusion over what needs to be promoted or referenced.
As a result —
For users this meant uncertainty.
Before:
The programs page was designed with stakeholder intent, with scope at the highest importance, followed by limited information on the program.
Scope/Location at the highest importance for categorization
Name & Short Description : the only two bits of information given
Key Decisions:
After doing a survey on the importance of what information users prefer to see alongside this program, I restructured and framed what high level information was required at first glance.
Moving forward, we needed to design a structure that showcases information with minimal cognitive overload.
The Solution
View: Showcasing a one shot, high level overview of all programs.
Since the primary pain point was users’ uncertainty about the status of programs, the top level of information architecture prioritized clearly indicating which programs were currently available. This allowed users to quickly identify relevant offerings without needing to navigate through outdated or inactive content.
Using a card-based, grid layout further improved clarity and usability by making program information scannable, visually distinct, and easy to compare at a glance.
STREAMLINING DONATIONS
Aligning Impact & Intent
Old Donations Page
User Needs Statements
Solutions
Overall Insight
The donation page iterations demonstrated how interaction design and content hierarchy directly impact user decision-making. Carefully guiding users through each step of the journey became a key learning, showing how intentional UX design can transform complex actions into simple, confident moments.
As a result, the redesigned donation flow reduced friction and created a clearer, more accessible pathway to giving.
Final Designs - LetsStopAIDS Website
The vision
Bring a platform that invites community, innovation, and safety, for youth and those that support youth.
The organization is constantly on the hunt to maximize ways to reach young people. We are home to 10+ global programs. The programs span to in-person grassroots work, to digital platforms, to research reports.
Over the past 2-3 years, LetsStopAIDS has been expanding its' international work to contribute to the HIV response.
For over 15 years, LetsStopAIDS was built on the backs of dedicated volunteers. From volunteer leadership members, software engineers, and researchers.
To this very day, LetsStopAIDS puts our volunteers and community at the core of the organization. It is what drives our work and allows our work to thrive today.
When it came to showcasing the team, I wanted to move away from the polished stiffness of traditional corporate headshots. So instead, we leaned into something more organic, youthful, and real. We shot these portraits on the floor, in motion, laughing — capturing the spirit of who we are, not just what we do.
The creative direction was to celebrate personality, playfulness, and the genuine connection that shapes our culture.
Result
With 400+ volunteer applications and counting, increased number of donations, LetsStopAIDS has made significant strides to accomplishing our mission in achieving a world with zero new infections with youth leading the way.
