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Having empathy for users spurs the curiosity to understand how people think.This opens up the possibilities for more ideas to flow and solve a problem space. Gaining empathy about your users closes the gap between the physical system and the goal of the user. Without it. Your just shooting from the hip.

Okay, so you built a website…now what? A lot of people who build a website say if “I build it they will come.” Unfortunately, this statement is totally false unless you’re a celebrity or an individual with a large following. And I can guarantee that the vast majority of the population is neither of these things.


I create user experiences that are MVP (minimum viable products) to increase conversion and lessen page abandonment. This results in a rich and engaging user experience that is aesthetically intuitive and enhances brand loyalty.


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On 01, Aug 2015 | In | By williamD

SaaS Platform Dashboard (fundraising)

Problem space

The churn percentage rate is high because users have a difficult time remembering how to use the system once they come back to it. The current iteration does little to communicate the success of non-profit fundraising campaigns.

The Challenge

To work within the bootstrap framwork and improve the user flow.


Re-label navigation to match the naming convention used in the non-profit space. Example: change “Setup” to “Create Campaign”. Move products under headings that make more logical sense as a dual task. Example: change “Upload New” to “Upload and Validate” since uploading a list also validates the cell phone numbers.

Provide a wizard for setting up a campaign and add helpful alerts to educate the user along their journey.

The deliverables:

Sketch files, architectural site map, Invision and Bootstrap prototype
Finanical Graph Prototype


New site map/architectural flow

Dashboard Prototype
Site Map