Persona 01
Donors.
Arrive emotionally engaged, often through a campaign page. Need to see individual impact before committing, and a direct path to give from wherever they land.
Idle play
Low commitment
Mobile-first
Mercy For Animals, unified across
six markets.
Our redesign lifted donations 32% in year one and carried 90%+ of MFA's search equity through a full platform migration.
Nonprofit
·
Enterprise
·
Global website redesign
At a glance
Six weeks of research.
326 pages migrated.
W1
W2
W3
W4
W5
W6
W7
W8
01
Weeks 1 — 2
Audit.
A structured teardown of six regional properties, mapping where the experience diverged and what it cost.
02
Weeks 3 — 4
Research.
Interviews, journey analysis, and workshops that produced the 90% drop-off finding and the four validated audiences.
03
Weeks 3 — 4
Design.
Core journeys rebuilt, campaign templates consolidated, atomic design system assembled in Figma.
04
Weeks 5 — 7
Build.
Front-end development against the design system, and WordPress CMS integration that put campaign and content publishing back in the hands of MFA's regional teams.
05
Week 8
Migrate
All 326 pages were cataloged and mapped before a single redirect was written. Every changed path received a 301, the sitemap was resubmitted to Search Console, and search performance was monitored daily through the first 30 days post-launch. Treating the migration as a deliverable rather than a cutover task is what preserved the search equity.
TOOLS
2 + 1
Figma · FigJam · Maze · WordPress
Method
9 audits
3 personas · 1 trust architecture
Testing
20+ templates
Home · Bingo · Categories · Blog
Engagement
WCAG 2.1 AA
Accessibility standard
The Client
One of the world's largest farmed animal protection organizations.
MPL · Player Base
Mercy For Animals works to end industrial animal agriculture through investigation, corporate advocacy, policy change, and grassroots organizing.
It operates across the United States, Latin America, Brazil, India, and Malaysia, running dozens of simultaneous campaigns for donors, activists, volunteers, and corporate partners. The organization is executing a ten-year strategy to build a just and sustainable food system.
Founded
1999
Reach
Six regional markets
Impact
100+ investigations, 500+ corporate policies influenced
The Challenge
The challenge was not visual.
It was structural.
Deeply engaged supporters were arriving ready to act, then losing the thread before they converted.
Problem 01
Guesswork.
MFA had no research-backed picture of donor behavior. The team could see that engaged users were not converting, but not why. Product and messaging decisions ran on assumption rather than evidence.
Problem 02
Fragmentation.
Six regional websites told six different stories. Users who encountered more than one experienced a different organization each time. Internal teams duplicated work across regions, and global optimization was effectively impossible.
Problem 03
Conversion clarity.
Advocacy carries intense emotional stakes. MFA's messaging created urgency without clarity, and its donation flows asked for commitment before trust had been established. Supporters disengaged at exactly the moment they were ready to give.
Drag / scroll →
Before / After
Same platform,
rebuilt for a new market.
Drag the handle to see how the experience changed, from a generic gaming site into an institution-grade platform built to earn trust with skeptical U.S. players.
Before
After WANDR
Our Role
Strategy through front-end build.
01
Product strategy and UX audit across six regional properties
02
User research, donor journey mapping, and usability testing
03
UI/UX design across core donor, activist, and campaign surfaces
04
Consolidation of 12+ bespoke campaign pages into three flexible templates
05
Atomic design system and reusable component library
06
Accessibility designed into the system rather than retrofitted
07
Front-end development and WordPress CMS integration
08
SEO-safe migration of 326 pages across the full platform
Research
Before any pixel moved.
WANDR ran an intensive research phase across the full ecosystem: qualitative user interviews, donor journey analysis, content and messaging audits, and stakeholder workshops built to replace internal assumptions with observed behavior.
63.17%
User Research
The finding that stopped the room
Analysis surfaced a 90% drop-off at the primary donation decision point. Not apathy. Architecture. People who had already decided to give were leaving before they finished.
5
Competitive Benchmarking
Urgency without clarity.
Messaging communicated the scale of the crisis but rarely made an individual supporter's impact legible. Donors understood the cause mattered. They could not see where they fit into it.
91%
Current Website Analysis
Commitment before trust.
Users arrived through campaign-specific pages and found no clear path to the action most relevant to them. The architecture served the homepage, not the people landing beside it.
Four audiences, four different asks.
Persona 02
Activists.
Want to take action, not write a check. Were routinely served donor-facing content instead of the ways in.
Daily session
High stakes
Trust-driven
Persona 03
Volunteers.
Need clear program information and a low-friction path to apply.
Social play
Peer-driven
Community-led
Unify the platform. Rebuild the journey.
Hand back the keys.
Principle 01
Trust
Deep user and donor research.
Interviews, journey analysis, messaging audits, and stakeholder workshops that reframed MFA's digital strategy around evidence rather than opinion.
Principle 02
Segment
Global UX strategy and platform unification.
Core donor and activist journeys were rebuilt. UX patterns, messaging, and information architecture were standardized across all six regional sites. Donation flows were simplified to cut friction while preserving the emotional storytelling central to advocacy work. Rather than forcing uniformity, WANDR introduced a modular global framework that let regional teams localize without breaking consistency.
Principle 03
Bingo
Design system and scalable operations.
An atomic, modular design system gave every region a shared component library. Reusable components for campaigns, education, and donation experiences moved MFA from reactive, developer-dependent updates toward a structured global operation.
Principle 01 of
3
THE KEY INSIGHT
A mission operating globally,
on a platform that had fragmented.
MFA came to WANDR with a digital ecosystem that had grown, region by region, into six independent websites. Each carried its own UX patterns, its own narrative, and its own information architecture. The organization was scaling internationally while its platform pulled in six directions.
The engagement ran from March 2024 through February 2025, beginning with a research phase and extending into an ongoing development retainer at MFA's request. WANDR delivered product strategy, UX audit, user research, UI/UX design, usability testing, a design system, front-end development, and WordPress CMS integration.
Screen 01 of 08→ Scroll horizontally
Outcomes
What the redesign moved.
The engagement closed with a complete handoff package: page designs across 20+ unique templates, research documentation, a trust architecture framework, a design system, and an implementation plan ordered by impact.
01 · Trust
+32%
Donations, year one post-engagement
02 · Intent
+17%
Supporter action and donation conversions
03 · Speed
−78%
Page creation and update time
04 · Clarity
90%+
comprehension of regulatory & fairness signals above the fold
Figures from qualitative user testing conducted during the engagement. In-market performance validation sits with MPL's internal team post-handoff.
Client Voice
In their words.
“
WANDR brought structure, clarity, and research-backed insight to a very complex digital challenge. Their work helped us unify our global sites, improve supporter engagement, and make better decisions grounded in real user behaviour. They felt like a true partner, not just a vendor.
