YMCA
Redesigning the Greater Richmond Y’s website to create an engaging experience that highlights its mission, programs, and commitment to community connection.
web reDesign
web reDesign
Non-profit
Non-profit
UX/UI Designer
7 months
in Development
Team of 3
challenge
The Greater Richmond Y reached out to CURE in hopes of modernizing its digital presence. Their existing website, while functional, lacked the user-centricity and engagement necessary to effectively communicate their mission and connect with potential members, volunteers, and donors.
objective
To elevate the Greater Richmond YMCA's digital presence to more effectively communicate its mission, values, and offerings.
We aimed to captivate potential members, volunteers, and donors by guiding them through the Y’s wide array of programs and services but also emphasizing the deep sense of community and belonging that comes with being part of the Y.
KEY FEATURES
research
To gain a holistic understanding of user needs, we conducted in-depth user research, analyzed competitor landscapes, and collaborated closely with YMCA leadership through workshops and brainstorming sessions to ensure our solutions aligned with their organizational goals.
Key Redesign Pillars
01.
Branch Focus
Highlight the unique character of each branch through dedicated location pages with distinct visuals and local content.
02.
Community Voices
Showcase the YMCA's impact through compelling member stories, testimonials, and community engagement initiatives.
03.
Framing Value
Shift from simply listing programs to demonstrating the tangible benefits and value each program offers to users.
design Process
The existing programs page posed a significant challenge. Users were overwhelmed by a nested structure with long lists of programs, making it difficult to find what they needed or explore new options. Additionally, the cards looked identical, and the pages were text-heavy, which diminished the impact of the YMCA's diverse offerings.
While the YMCA's greatest strength is having programs for everyone, their biggest weakness was how hard it was to find them all. To address this, we conducted a workshop with YMCA stakeholders to create a new, streamlined organizing structure for the programs.
key Workshop insights & solutions
01.
New Programs Categorization
We restructured program categories with action verbs ("Move," "Play," "Learn," "Connect," "Give") to instill action, ensure familiarity, and allow future programs to fit seamlessly.
01.
New Programs Categorization
We restructured program categories with action verbs ("Move," "Play," "Learn," "Connect," "Give") to instill action, ensure familiarity, and allow future programs to fit seamlessly.
02.
Enhanced Program Discovery
02.
Enhanced Program Discovery
03.
Rich Program Cards
03.
Rich Program Cards
5 Action verb program categories
Enhanced Filtering System
Updated program cards
responsive design
Designed for both: specific searches and encouraging discovery within sections
detailed program pages
laNding pages for program categories
DISCOVER MORE CASE STUDIES
conclusion
Our partnership with the YMCA leadership team—and their involvement at every step of the way—ensured the redesign felt authentic to the YMCA’s identity. By the time we handed the project off, the YMCA team was not just prepared but excited to own and operate the new structure. This redesign was more than just a visual update; it was a full transformation, turning the YMCA’s website into a powerful tool for connection, community engagement, and growth.
metrics to track post launch
Click-through & Conversion Rate: Percentage of users who interact with the filtering system (e.g., selecting a category or filter) and how many users who used the filter went on to engage further (e.g., signing up or visiting a program page).
Top Filter Categories: Identify the most frequently selected verb categories to understand user preferences.
Session Path Analysis: Track where users navigate after engaging with "Find Your Y" (e.g., signing up, exploring programs).
Average Pages per Session: A higher value could indicate that users are exploring the site more deeply post-redesign.
LET'S WORK TOGETHER
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key Workshop insights & solutions
design Process
The existing programs page posed a significant challenge. Users were overwhelmed by a nested structure with long lists of programs, making it difficult to find what they needed or explore new options. Additionally, the cards looked identical, and the pages were text-heavy, which diminished the impact of the YMCA's diverse offerings.
While the YMCA's greatest strength is having programs for everyone, their biggest weakness was how hard it was to find them all. To address this, we conducted a workshop with YMCA stakeholders to create a new, streamlined organizing structure for the programs.
01.
New Programs Categorization
We restructured program categories with action verbs ("Move," "Play," "Learn," "Connect," "Give") to instill action, ensure familiarity, and allow future programs to fit seamlessly.
02.
Enhanced Program Discovery
03.
Rich Program Cards
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YMCA
web redesign
non-profit
UX/ui Designer
7 months
Team of 3
in development
Redesigning the Greater Richmond Y’s website to create an engaging experience that highlights its mission, programs, and commitment to community connection.
challange
The Greater Richmond Y reached out to CURE in hopes of modernizing its digital presence. Their existing website, while functional, lacked the user-centricity and engagement necessary to effectively communicate their mission and connect with potential members, volunteers, and donors.
objective
To elevate the Greater Richmond YMCA's digital presence to more effectively communicate its mission, values, and offerings.
We aimed to captivate potential members, volunteers, and donors by guiding them through the Y’s wide array of programs and services but also emphasizing the deep sense of community and belonging that comes with being part of the Y.
key Redesign pillars
research
To gain a holistic understanding of user needs, we conducted in-depth user research, analyzed competitor landscapes, and collaborated closely with YMCA leadership through workshops and brainstorming sessions to ensure our solutions aligned with their organizational goals.
Community Voices
Branch Focus
01.
02.
Framing Value
03.
Highlight the unique character of each branch through dedicated location pages with distinct visuals and local content.
Showcase the YMCA's impact through compelling member stories, testimonials, and community engagement initiatives.
Shift from simply listing programs to demonstrating the tangible benefits and value each program offers to users.
conclusion
Our partnership with the YMCA leadership team—and their involvement at every step of the way—ensured the redesign felt authentic to the YMCA’s identity. By the time we handed the project off, the YMCA team was not just prepared but excited to own and operate the new structure. This redesign was more than just a visual update; it was a full transformation, turning the YMCA’s website into a powerful tool for connection, community engagement, and growth.
Click-through & Conversion Rate: Percentage of users who interact with the filtering system (e.g., selecting a category or filter) and how many users who used the filter went on to engage further (e.g., signing up or visiting a program page).
Top Filter Categories: Identify the most frequently selected verb categories to understand user preferences.
Session Path Analysis: Track where users navigate after engaging with "Find Your Y" (e.g., signing up, exploring programs).
Average Pages per Session: A higher value could indicate that users are exploring the site more deeply post-redesign.
metrics to track post launch
5 Action verb program categories
Enhanced Filtering System
laNding pages for program categories
detailed program pages
Updated program cards
responsive design
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