Case Study

Unbound's existing navigation reflected how the organization thought about itself internally, not how users actually approached the site. Stakeholders across departments had different priorities. Users couldn't reliably find what they came for. The goal was to reconcile those two things without sacrificing either.

The Challenge

Multiple stakeholder groups with competing priorities, an existing architecture built around internal org structure rather than user needs, and a site with a wide range of content types: donations, sponsorships, stories, resources. All of it needed to work on mobile first.

The Goal

Rebuild navigation around how users think, not how the organization is structured. Create clear paths to high-priority actions — sponsorship and donations — without burying the breadth of content that makes the organization compelling.

Methods

Stakeholder interviews were conducted across the organization to understand priorities and identify tensions. Findings were tabulated and collaborative post-it exercises mapped and prioritized site functions — building consensus and making sure all voices were heard before any design decisions were made.

Extensive content inventory and audits followed, with analytics leveraged to understand user demographics and device preferences. This data informed the mobile-first approach and validated what was surfacing in interviews.

Insight

The answer challenged conventional wisdom. It wasn't about burying content under fewer navigation choices and hoping users could find what they needed. A flatter structure — giving visibility to more content — served users better, with visual cues guiding them toward priorities rather than restrictive hierarchies doing the work.

The Work

Wireframes established the box model and a flexible foundation for the mobile-first approach. High-level wireframes organized navigation items iteratively, validated through testing before committing to visual design.

Color, font weight, and decoration established visual hierarchy. Rather than relying solely on navigation structure to guide users, visual cues created clear pathways and emphasized priority content — maintaining a flatter, more accessible structure while still directing users toward key actions.

The Outcome

The new navigation was widely praised across the organization. Stakeholders felt content was easier to find and well organized. Users could find and understand how to sponsor someone or make a donation with ease. Engagement increased significantly, with visitors spending more time on the site.