RuFi is an Ugandan NGO supporting girls and women in living self-determined, economically independent lives. The task was to identify challenges in connecting with donors and then develop the website and brand identity based on those insights.
YEAR
2025
ROLE (TEAM OF 3)
UX DESIGNER  ·  CONTENT STRATEGIST
CONTRIBUTION
STRATEGY  ·  PHOTOGRAPHY  ·  PRINT MEDIA  ·  WIREFRAMING
TOOLS
FIGMA   ·  FIGJAM  ·  MARVIN  ·  INDESIGN  ·  PHOTOSHOP  ·  ILLUSTRATOR  ·  CANVA   ·  CHATGPT
METHODS
INTERVIEWS   ·  CO-CREATION WORKSHOP   ·  CARD SORTING   · Â
DESK RESEARCH
The Challenge
PROBLEM
BUSINESS GOALS
RuFi’s existing website was too cluttered and did not clearly guide visitors toward the products or ways to support the organization. The mission was important, but the story, structure, and support journey were not easy enough to understand.
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Clear brand identity so visitors quickly understand the mission, values, and social impact.Â
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Put basket sales and donation paths at the center of the website to make supporting RuFi easier.Â
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Create a clearer, more trustworthy website structure that better communicates RuFi’s work.Â
The Process
DISCOVER & DEFINE
We researched RuFi’s context, funding reality, and communication gaps. The key issue was clear: the mission was strong, but the website did not make it easy to understand RuFi’s work or how to support it.
We translated the findings into a clearer brand and website concept. This included a new logo, visual system, simplified navigation, redesigned product presentation, and a more direct support journey.
IDEATE & EXECUTE
The Outcome
RESULTS
The final concept gives RuFi a more coherent look and a more structured website. The baskets, the mission, and the way to support the organization are now easier to understand.
KEY LEARNINGS
The project showed how important clarity, trust, and a strong information structure are for a social-impact brand. It also reinforced the value of research and co-creation in turning a complex topic into a simple digital experience.
