My Works
NIFPlay Website Redesign
Ten years of content. No system to surface it. No room for what the organization had become.
Period
Feb — May 2026 · 10 wks
Tools
HubSpot · Figma · Notion
Impact
30+ Pages · ↓3→1 Clicks
The Problem
The site hadn't changed in a decade. The organization had.
THE BRIEF
Move the content to HubSpot, clean it up, launch fast.
WHAT I FOUND
A site organized around content type, not user intent. Speaking buried under About Us. Donate three levels deep. New products with no entry point at all.
The homepage led with a four-column grid of Publications, Podcasts, Webinars, and Book a Speaker — equal weight, no hierarchy. It read like an archive maintained by people who already knew where everything was.
Before
The Diagnostics
Five top-level items. None of them said "Speakers."
Before — content-first architecture; After — business-intent architecture
The Decision
Brand color as signal, not noise.
NIFPlay has a strong visual identity — bold, saturated, energetic. The question wasn't whether to use it, but where.
Early homepage directions ranged from minimal to color-forward. Through iterative review with the CEO, we aligned on a middle path informed by how organizations like Headspace and Slack deploy strong brand identities on the web: high-saturation color reserved for moments that need to land hardest, cleaner backgrounds everywhere else.
The hero went white. Brand color became punctuation. The result feels like NIFPlay — without reading like a legacy nonprofit site from 2014.
Early direction …… Live
The Build
30+ pages. No engineering team. 10 weeks.
Every component ships with its own instructions. Developers don't need to ask. Designers don't need to guess.
01
Sitemap & IA
Redesigned the full site architecture from scratch — 7 top-level sections, 30+ pages — organized around user intent and business priority. Speaking, Products, and Donate elevated to top-level navigation for the first time.
02
Content Strategy & UX Copy
Wrote and edited UX copy across every page. NIFPlay's audience ranges from researchers to parents to corporate wellness teams — each section required a different register without losing the organization's scientific authority.
03
Dynamic Resource Infrastructure
Built three scalable directory pages — Resource Library, Play Organizations, Play Scientists — using HubSpot HubDB and custom modules. Paginated, structured for future filtering, and maintainable by non-technical staff without developer support.
04
SEO & Technical Configuration
Full SEO setup site-wide: metadata, page structure, internal linking logic. Delivered without external technical dependency.
The Impact
A 10-year-old site. Relaunched in 10 weeks.
10 weeks
Brief to full launch
30+
Pages delivered end-to-end
↓ 3 → 1
Clicks to reach "Book a Speaker" from homepage
Delivered within a 10-week engagement — including a scope expansion mid-project to incorporate three HubDB-powered directory pages originally scoped for Phase 2. Redundant hosting costs eliminated at launch. The team can maintain and scale the site independently, with no ongoing developer dependency.
Reflection
What I'd do differently.
The visual design was scoped to the homepage given the 10-week timeline — the right call for delivery. The next structural gap is brand system: no dark-background logo variant, no vector source file. Flagging constraints and knowing what to defer is part of how I keep projects moving.
