Australian Koala Foundation Landing Page Redesign

The Australian Koala Foundation (AFK) is a non-profit organization dedicated to the conservation and protection of koalas and their habitats. The AKF advocates for stronger environmental policies, conducts scientific research, and raises awareness about the threats facing koalas, including habitat destruction and climate change.

The goal of this project was to design a persuasive landing page for a charity or non-profit organization that encourages users to take action in support in support of a social or environmental cause. The challenge was to use three visual tropes to design a compelling and persuasive landing page that effectively engages users and motivates them to take meaningful action for the cause.

I started this project by analyzing the organizations original landing page and finding areas of concern that could be improved in my redesign.

Based on my analysis of the original landing page, I created a prototype that contains persuasive visual tropes, clearer visual hierarchy, improved call to actions, and design consistency.

I  conducted user research  through empathy mapping to gain insights into individuals and organizations passionate about wildlife conservation. These insights help inform my design decisions to create a more engaging and effective experience, ensuring that calls to action align with the user.

I explored various visual rhetorical tropes to enhance the website's impact and engagement. These explorations helped shape a compelling and persuasive redesign.

I explored a variety of illustrations and graphics focused around koalas and the dangers affecting them to gather inspiration. This helped me identify the types visual elements I intended to include in my redesign.

I started this project by analyzing the organizations original landing page and finding areas of concern that could be improved in my redesign.

I developed these three visuals based on my visual tropes exploration using RunwayAI and Photoshop. These create a compelling narrative that draws the viewer in and enhances the organizations impact.

With my final rhetorical tropes and visuals, I created multiple iterations of the landing page, exploring different typefaces, colours, and styles.

The final landing page redesign showcases a clean and user-centered experience while maintaining the organization’s core values. The layout simplifies the flow of information, making it easy for users to navigate and engage with call to actions. The imagery and rhetorical tropes evoke emotional connections. The redesigned landing page prioritizes the user journey, encouraging meaningful interactions while highlighting the urgency of supporting koala conservation.

This project challenged me to think about information hierarchy and organization as well as visual storytelling to engage users. By using visual tropes I was able to create a landing page that engages users while effectively communicating the organization's messages and evokes emotion. This process strengthened my ability to create meaningful experiences that resonates with users and taught me the importance of balancing creativity and usability to ensure that the design is both visually compelling and easy to navigate.