Strong services, weak communication.
Important information was spread across long paragraphs, while services, credibility, and next steps lacked a clear hierarchy.
Mass2Miami · Website redesign
Building stronger communities through clearer communication.
I redesigned Mass2Miami's website to make its leadership programs easier to understand, its experience easier to trust, and registration easier to find.
RoleProduct DesignerScopeResearch · UX · UIToolsFigma · Website auditTypeIndependent redesign
mass2miami.com
01 / Overview
The organisation had a strong story. The website was not telling it clearly.
Mass2Miami supports schools, nonprofits, businesses, professionals, and communities through leadership development, education, entrepreneurship, and workforce training. The redesign focused on helping visitors understand that value before asking them to read more.
Make the value visible quickly.
Create a simpler path from understanding the organisation to choosing a program, trusting its experience, and taking action.
Audit first. Design second.
I reviewed the live website, its content, navigation, service structure, visual hierarchy, and likely visitor journeys before defining the new experience.
02 / Research
Was this only a visual problem or was the website difficult to understand?
The available evidence came from the existing website and its published content. I did not invent survey participants or interview results. Findings shown here are audit observations and design hypotheses that should be validated with real users.
Website auditContent reviewCompetitive reviewJourney mapping
Original Mass2Miami website
Outdated first impression
No clear value proposition
Primary actions are easy to miss
03 / Audit synthesis
Mass2Miami did not need more content. It needed better communication.
I grouped recurring observations into four themes. This helped separate surface level visual issues from the problems most likely to affect understanding and action.
Content
Long opening paragraphsKey messages buriedHard to scan quicklyServices
Programs need clearer groupsDifferences require readingNo quick overviewTrust
Experience is underplayedImpact proof is scatteredFounder story appears lateAction
Register lacks emphasisContact path is not obviousNo clear journey forwardBiggest insight
Visitors needed a faster way to answer three questions: What do they offer? Why should I trust them? What do I do next?
04 / Understanding the audience
Three audiences. One shared need for clarity.
These are proto personas based on Mass2Miami's stated audiences and services, not representations of interviewed participants. The hand drawn portraits make the audience visible while the content stays grounded in the audit.
School administrator
Trying toFind relevant training and confirm it suits their staff.
NeedsClear programs, outcomes, and an easy next step.
Nonprofit leader
Trying toUnderstand Mass2Miami's experience before discussing a partnership.
NeedsVisible credibility, community impact, and tailored services.
Entrepreneur
Trying toFind practical business coaching without decoding the whole website.
NeedsScannable service choices and simple registration information.
05 / Journey hypothesis
Where the original journey loses momentum.
The journey map turns audit observations into testable assumptions about what an organisation decision maker may need at each stage.
StageQuestionFrictionOpportunity
01DiscoverWhat is Mass2Miami?Unclear openingLead with one value proposition
02UnderstandIs this relevant to me?Dense copyUse audience focused summaries
03ExploreWhich program fits?Services blend togetherGroup programs into four paths
04EvaluateCan I trust them?Proof appears lateSurface experience and leadership
05ActHow do I begin?Actions competePrioritise Register and Contact
Confidence
06 / Prioritisation
Focus on what helps people understand and act.
Because there was no interview frequency data, I prioritised issues using two honest dimensions: likely user impact and business importance.
Business importance ↑User impact →
ImproveFounder visibilityVisual consistency
PrioritiseClear value propositionService discoveryRegister and contact
LaterMicro interactionsDecorative details
SupportImpact storytellingTestimonials
How might we explain Mass2Miami without several paragraphs?
How might we make different programs easier to scan?
How might we make existing experience more visible?
How might we make Register and Contact natural next steps?
07 / From research to design
Every major interface decision answers an audit finding.
FindingDecisionResult
Too much homepage copy→Simplify the introduction→Clear hero and supporting line
Services are difficult to scan→Group related offers→Four distinct service rows
Experience is buried→Bring credibility forward→Founder and 35-year story
Next steps are unclear→Create a simple progression→Register → Learn → Grow
08 / Before and after
From a dated introduction to a focused first impression.
I replaced the image led opening and buried welcome copy with a clear value proposition, supporting message, and two visible actions.
→
09 / Final experience
Scan first. Explore second.
Instead of explaining every program at once, the redesign creates clear entry points and a simple progression from discovery to registration.
A clear value proposition, scannable services, simple next steps, and visible community leadership.
The story, founder, approach, and guiding principles make the organisation feel human and credible.
Programs are grouped around audience needs, with an Academy schedule that supports registration.
Impact metrics, achievements, and testimonials bring proof of experience into one focused story.
A direct contact experience makes collaboration feel like the natural final step.
10 / Visual direction
Aa
Editorial confidence
Building communities through leadership.
A calm, approachable foundation.
Strong contrast and confident actions.
Human photographyPeople and participation carry the story.
11 / Reflection
I started this project thinking Mass2Miami needed a more modern website. The audit showed that the bigger problem was communication.
The organisation already had the services, experience, and purpose. My role was to make those strengths easier to see. A useful next step would be testing the prototype with school administrators, nonprofit leaders, entrepreneurs, and program participants before measuring changes in registration and consultation enquiries.
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