Webflow Marketing Site - Luol Deng Foundation

Directed a cross-functional team to deliver a CMS-driven site that unified 20 years of history and six programs. Improved donor engagement and simplified content management.

The Luol Deng Foundation, a global nonprofit, needed a new platform to unify content and engage donors. I served as product manager and design lead, managing a designer, developer, and copywriter. Through workshops and co-design sessions, we planned the information architecture and prioritized storytelling.

We built a CMS-driven platform with timeline storytelling as the centerpiece, balancing global program visibility with a consistent brand. The tradeoff was embedding Classy.org’s donation widget, which limited customization but was compliant and fast to deploy. A lost battle was over content sequencing, as leadership prioritized certain timeline items differently than I would have.

The outcomes were significant: a unified global platform, streamlined content operations, and stronger donor engagement. With hindsight, I would have added a content calendar for sustainable updates and built localized donation flows. This project demonstrated my ability to orchestrate multiple disciplines and align storytelling with system design under constraints.

The foundation needed to consolidate content from 6 core programs and improve donor engagement

Main challenges: fragmented program pages, outdated storytelling, limited donor engagement

Served as product manager and design lead

Managed cross-functional team (copywriter, designer, developer)

Led project planning, timelines, and client communications

Facilitated co-design workshops and directed design reviews

Implemented integrations and CMS setup in Webflow

Unified 20 years of organizational history into a single CMS-driven site

Created editorial workflows for staff self-management

Implemented timeline-based storytelling as the site's centerpiece

Balanced local program content with global brand consistency

Successfully delivered unified global platform

Enhanced donor accessibility and program visibility

Centralized content management system

Established sustainable content operations

Importance of balancing stakeholder needs with budget constraints

Value of orchestrating multiple disciplines

Future improvements identified: content calendar system and country-specific donation flows