Lions Clubs Int'l
Empowering members to serve their communities
About Lions Clubs International
Lions Clubs International is the largest non-profit service organization in the world with 1.4 million members in over 46,000 clubs. They focus their efforts on five big causes: diabetes, environment, hunger, vision, and childhood cancer.
The Challenge
LCI tasked us with redesigning a robust website with a user experience, visual style, and tools that enables prospects and existing members to serve their communities.
Design Team
Direction
Tony Glorioso

Design
Gianna Giancarlo
Micah Rivera

My Role
Lead UX Designer
Deliverables
Landscape Audit
User Interviews
Feature Prioritization
Personas
User Flows
Concepts
Wireframes
Prototypes
Responsive Web
Research
We spent four weeks working in close collaboration with the LCI team by facilitating workshops to understand and define their brand, voice, and objectives. We additionally gathered deep insights from interviewing club members from all over the world.
Discovery Sessions
Stakeholder Workshops
Workshopping with the LCI team, we characterized the current and future states of the organization’s brand experience, photographic style, messaging voice, and brand architecture.
Club Member Interviews
To learn about club charters, operations, pain points, and aspirations, we interviewed seventeen members across five international regions, and attended two local club meetings in person.
Personas
Core Touchpoints: Seeker
Design Tenets
Inspire organization pride
Mobilize users with compelling stories, proven results, and engaging media. Communicate the value proposition of membership to build pride and emotional connection with brand.
Reach new members
Reach a younger audience by communicating the service and value Lions bring to the community. Raise awareness of LCI’s impact across media and digital channels.
Strengthen camaraderie
Enable members to connect, share, and work together with open communication channels across roles and locations. Ensure that new members feel welcome.
Streamline workflows
Improve business processes, communication channels, translations, and databases of members and activities—all in a consistent digital experience.
Approach
We spent four weeks identifying the key features and formulating an Agile project plan by facilitating a feature prioritization workshop with the client, crystalizing a design concept, and mapping critical user flows.
Feature Prioritization
We defined four major areas of focus (discover, connect, serve, and develop) to describe user intent, which ultimately determined the project's feature set. We guided the client team through a prioritization exercise to plan out the redesign effort in phases.
Experience Model
Perpetual Action
A collection of energies that together empowers an immense movement—a force that is both efficient and indefinite. The whole’s energy source comes from a chain reaction of its parts. Each part participates to keep the whole in motion, catalyzing a constant stream of action.
Tone
A determined, unhesitating collective of kindness
• Raw, authentic tone
• Forthright, inspiring call-to-action
• Friendly and trustworthy voice
Style
Energetic in drama and boldness

• Bold use of geometries and color
• Warm photos of groups in action
• Softer typeface and large headlines
Interaction
Every action has a reaction in a connected community
• Content leads to an action
• Mission-based navigation
• Spotlight localized information
Feature Roadmap
Critical User Flows
Execution
We spent eight weeks working through functionality and edge cases for the digital experience refining by wireframes and visual mockups—following the interaction model of “every action leads to another action.” We ensured that the visual language aligns with the experience model in energy, drama, and boldness.
Club Locator
Maps + Results
The club locator tool was vital in increasing new members. We discovered early on that most prospects participated in at least one event at a club before deciding to join. We created an intuitive map featuring a card system for results with robust filtering.
Become a Member
We learned that the primary personas first needed to evaluate LCI’s impact and values before joining. We designed club homepage templates that enabled individual clubs to showcase their charters in a structured way, with information, imagery, and next steps.
Resource Center
To streamline business processes we designed a centralized database capable of organizing media of all types. The resource center tool features a robust card system with thorough filtering to get users what they need quickly.
Resource Card System
Outcomes
We shipped the redesign of the LCI domains, increasing member conversion rate and website traffic, and winning the Acquia Engage Award as a “Leader of the Pack” in Non-Profit. The web experiences offered LCI’s users and members a refreshed brand identity and compelling storytelling, while streamlining the slow manual workflows with web tools.
Acquia Engage Award:
Leader of the Pack
+273%
Website traffic
+40%
New member inquiries
Retrospective
The client and I were happy with the quality of the design. Though, I felt that we spent too much time in the thoroughness of our initial research, particularly with the landscape audit of 70+ websites. On future projects, I limited the number of audited companies by defining umbrella categories of focus. Additionally, my UX annotations weren’t as clear to our engineering team as I thought they were. I held working sessions with our developers in to learn what specifics they needed and ensured that I included them in design hand-offs.
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