Website Redesign for 1M+ Members

Making a church website more intuitive, welcoming, and human

In partnership with ELCA’s Strategic Communications team and design consultants at Salient to bring the voices of real users into a full-site redesign of ELCA.org—the denomination’s primary digital front door.

Client

Evangelical Lutheran Church in America

Services

User interviews & survey design MVP prioritization research Heatmap & search analysis Stakeholder engagement sessions

Tools

Sprig.com UserInterviews.com Dovetail

Date

February 2025

Monitor Screen with website mockup

✨ My Role We led early-stage UX research that shaped key decisions around the site's navigation, homepage messaging, and content priorities. Our studies helped validate member and leader needs using live behavioral data, usability tests, and concept feedback. → Designed and ran a multi-phase UX research plan using Sprig and moderated sessions → Mapped real user journeys to inform MVP features and content structure → Delivered insights that directly influenced IA and search functionality priorities

🎯 Impact Findings from concept testing and tree tests informed MVP priorities, homepage content strategy, and search optimization. “This is incredibly helpful... it clearly affirms the personas we solidified and helps as we think ahead toward content prioritization.” — ELCA Strategic Communications Lead