In 2019, I had the opportunity to work on an exciting project: the website for Baycrest Brain Project. The Brain Project, a Toronto-based initiative by Baycrest, is a city-wide art exhibit that uses art to raise awareness about brain health and Alzheimer's. My role was to overhaul their website with a focus on growth and user engagement.

Objective: Redesign the website to increase user engagement, drive donations, and promote brain health awareness.

Challenges: Low user interaction, minimal donation conversions, and lack of clear user flow.

Solution: Streamlined the user experience, introduced interactive features, simplified donation process, leveraged storytelling, and integrated social proof.

Results:

Business Impact: Helped raise $3 million in cumulative funds, resulting in greater visibility and long-term donor relationships.

Takeaway: Growth-focused design and seamless user experiences drive both engagement and meaningful action.

Link to website: https://www.brainproject.ca/2018-artists/