Desgining For
Impact
Role: UX Consultant
Team: UX Consultant
Skills: User Research, UX Strategy, Stakeholder Engagement
Summary
Cyclopark, a large community health and leisure space, needed help increasing visitor engagement and unlocking its fundraising potential. I partnered with stakeholders to assess the experience, diagnose pain points, and facilitate ideation that would move the brand forward.
By delivering a set of tactical content improvements and longer-term strategic initiatives, I helped them reposition their site experience to better support community needs and drive donations. Early stakeholder feedback has been highly positive, and implementation is underway.
Situation
Cyclopark's website wasn’t effectively supporting visitor engagement or its fundraising goals. Donation options were buried, core messages were unclear, and the user journey lacked intuitive structure, all of which limited the charity’s potential impact.
Task
My role was to lead a content and UX assessment of the current experience, identify opportunities, and present a roadmap of tactical quick wins and strategic initiatives, all grounded in user needs and stakeholder priorities.
Action
Usability Assessment
Performed a heuristic review of the website to identify friction in navigation, content hierarchy, and call-to-action clarity
Assessed how the current content and structure supported (or didn’t support) fundraising pathways and storytelling
Ideation and Facilitation
Led “How might we” ideation workshops to collaboratively define areas of opportunity
Translated team discussions into targeted recommendations, balancing practicality and ambition
Stakeholder Alignment
Collaborated closely with Cyclopark’s leadership to surface their vision, goals, and operational constraints
Reframed internal assumptions through UX principles to gain buy-in on content-driven improvements
Actionable Recommendations
Proposed changes such as:
A prominent, emotionally resonant “Donate NOW” CTA
Greater visibility for the Cyclopark Charity Trust story
Improved navigation and streamlined paths to key engagement points
Categorised all recommendations as “quick tactical wins” vs. “strategic shifts” to help prioritise delivery
Results
Stakeholder feedback was immediately positive, and changes are now in progress
The work laid a clear roadmap for impact, enhancing donation visibility, clarifying brand value, and positioning Cyclopark as a leader in community wellbeing
Anticipated outcomes include
Improved visitor retention through more intuitive journeys
Higher engagement with storytelling and mission-driven content
Increased donor conversion due to clearer, more emotionally resonant prompts
How I Made It Happen
A behind-the-scenes look at strategy, process, collaboration, and what I’d do differently.
Strategic Leadership
This project showed how content clarity and UX framing can unlock fundraising and community potential. I led not just tactical copy improvements but the creation of a strategic foundation, reframing how Cyclopark presents its mission online.
Collaboration
I worked side-by-side with Cyclopark’s team, guiding them through structured ideation and alignment sessions. This ensured we co-created a direction that matched both user needs and operational goals.
Research
Conducted heuristic evaluations. Synthesised insights from internal interviews and website walkthroughs. Grounded decisions in best practice for nonprofit UX and content design
Process
Heuristic report. Prioritised recommendation list. Annotated wireframes and content suggestions. Tone of voice recommendations for donation messaging
What I’d Do Differently
In future, I would validate recommendations through user interviews or remote usability testing with prospective donors. I’d also build a content playbook for the team to use post-launch to keep messaging aligned with brand and fundraising goals.