🛠 Tools & Tech

🧠 AI-Enhanced Strategy

To better map first-time user journeys, I used Google Workspace’s Gemini AI (formerly Duet AI) in FigJam to co-create empathy-based flowcharts and test journey logic with the MAAC team.
I also layered in Google’s UX Metrics Plugin to simulate page-level drop-offs and prioritize where to place CTAs based on predicted engagement points.

This AI-assisted approach helped:
Predict which sections were most likely to cause friction
Personalize call-to-action flows for mobile-first users
Suggest microcopy adjustments that improved emotional clarity

I kicked off with stakeholder interviews—speaking to MAAC’s founder, marketing lead, and two caregivers. We discussed:

💡 Key Insight: Users didn’t want a “corporate nonprofit” feel. They needed comfort, clarity, and trust at first glance.

I mapped out personas (caregiver, donor, social worker), ran a quick content audit, and created a mobile-first wireframe in Figma.

CTA buttons were vague or overwhelming (e.g., “Contact” instead of “Get Program Info”)
Homepage lacked visual hierarchy—too many competing elements
Donation process was clunky on mobile

I translated the emotional strategy into UI with soft greens, light wood tones, large touch targets, and generous white space. We used rounded containers, open-body type, and flow-based layouts to reduce decision fatigue.
Program pages were broken into bite-sized overviews, optimized for scanning on small screens. Buttons were color-coded by audience intent: caregiver, donor, partner.