Purpose for Profit: 20-Hour Website Redesign

Inga Café-Ruoff

Completed work

UI Designer

UX Designer

Web Designer

Figma

Framer

Notion

FinTech & Payments

🏡 Case Study: Transforming Purpose for Profit’s Digital Presence

Purpose for Profit is pioneering the world’s first on-chain endowment and tokenized credit fund dedicated to Environmental, Social, and Governance (ESG) initiatives. By providing low-interest loans to businesses focused on sustainable communities and affordable housing, Purpose for Profit uses blockchain technology to drive lasting economic change and foster a more equitable, greener world.

Their original website was visually overwhelming and lacked alignment with their mission. In just 20 hours, I redesigned their site to build trust, showcase blockchain-driven ESG initiatives, and simplify the user experience.

🔍 Discovery & Research

To kick off the project, I conducted a thorough discovery phase that included:

Heuristic Audit: Evaluated the existing site’s usability, visual hierarchy, navigation, and messaging to identify key pain points like clutter, inconsistent visuals, and confusing calls-to-action.

Competitive Scan: Analyzed websites of leading ESG-focused organizations and blockchain startups to benchmark best practices and identify opportunities to differentiate Purpose for Profit.

Stakeholder Interviews: Engaged with Purpose for Profit’s leadership and marketing teams to understand their core values, goals, and key user personas.

User Journey Mapping: Mapped typical visitor paths to identify where friction occurred and how to streamline content flow.

Before Redesign

🔧 Design Process & Strategy

Based on discovery insights, our redesign strategy focused on:

Refining the Color Palette: Transitioned from bright magenta to a deeper violet that combines trust (blue) with innovation (purple), balanced with clean whites and blacks for readability.

Curating Authentic Imagery: Replaced generic visuals with photos reflecting affordable housing, sustainability, and community impact to emotionally connect with visitors.

Simplifying Layout: Adopted a minimalist design approach to reduce clutter, improve focus, and guide users through clear pathways to key actions.

Streamlining Navigation: Simplified menu structure and renamed confusing sections (e.g., changing “Community” to “News”) to improve findability.

Refining Messaging & CTAs: Collaborated closely with the client to craft clear, compelling copy and calls-to-action like “Learn More,” “Join Our Community,” and “Donate Now.”

Typography: Kept the modern, accessible Inter font to balance professionalism and approachability.

Visual Elements: Removed distracting gradients and wave patterns, replacing them with subtle dot grids referencing blockchain and finance for a modern, trustworthy look.

Donate

FAQ Section

📊 Impact & Results

Within a 20-hour sprint, I delivered a cohesive, polished website that:

Enhanced Trust and Credibility: The refined design and messaging built confidence among users, investors, and donors.

Supported Marketing Efforts: Clear, intuitive navigation and CTAs boosted engagement and facilitated outreach campaigns.

Enabled Scalable Growth: Laid a strong digital foundation for long-term investor engagement and organizational growth in the ESG and blockchain space.

Achieved 4,683 Monthly Organic Visitors: Six months post-launch, the site saw strong SEO performance and user growth.

Inga led the full redesign of the Purpose for Profit website, striking a great balance between impact and financial messaging. She delivered high-quality work on time, provided multiple iterations, and even managed junior designers and marketing to keep everything on brand. She’s a total pro and a joy to work with, looking forward to collaborating again!

– Liz Kukka, CEO, Purpose for Profit