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KEATS USA is a non-profit with a mission to improve the quality of life for vulnerable communities through Education, Empowerment, and Environment initiatives. They wanted a digital presence that would not only inform users about their mission but also inspire trust, increase donations, and drive volunteer participation.

My role

My role was to design the website experience end-to-end—from research and concept sketches to high-fidelity UI and custom illustrations

Challenge

Non-profit websites often fail to connect with users emotionally and transparently. KEATS needed a platform that would:

  • Build trust in the organization.
  • Educate visitors about their programs.
  • Encourage donations and volunteer sign-ups.
  • Avoid emotionally heavy imagery that could discourage users.

Impact

Designed the branding and logo for KEATS, which is now recognized as superhot and has contributed to building a global presence for the organization.

 

I helped KEATS USA transform their online presence into a platform that inspires trust, educates donors, and drives meaningful action — all while crafting a positive, illustration-led design language that stands out among non-profits.

Research & Insights

I did 15 surveys + 5 interviews with potential donors and volunteers and studied platforms like Human Rights Watch, Feeding America, World Food Program.

This led me to

User research findings

 

  • People wanted to validate that organizations were trustworthy and aligned with their values.
  • People felt they didn’t have enough educational resources to contribute.
  • People wanted to be more involved but were unsure where to start.
  • People felt saddened looking at images of helpless children or adults on web applications of non-profit organizations, hence do not prefer donating through such platforms.

Competitive analysis findings

 

  • One common feature we identified across these websites was the placement of the donate button in order to emphasize it as the main call to action
  • Another common design pattern we observed was that each non-profit prominently displayed their mission statement at the beginning of their homepage. This was an important method to effectively communicate each non-profit’s mission to the user and help them better understand what each organization does.
  • On the donate page, we noticed that many non-profits had pre-determined donation amounts in order to make the donation process easier and more efficient for users.

Solution

I believed we can address the problems by designing an improved service through a user-centric website, where our users can easily digest relevant and credible information about KEATS USA. We will design the website to provide individuals with more meaningful information about donation, it's missions and programs, and easy ways to get involved (volunteer). This would help establish trust and confidence in KEATS USA, increase awareness, and ultimately empower individuals to get involved.

Design process

I did 15 surveys + 5 interviews with potential donors and volunteers and studied platforms like Human Rights Watch, Feeding America, World Food Program.

Sketches & Wireframes

 

  • Rapid sketches to explore layouts.
  • Low-fidelity wireframes tested with 4 participants.
  • Iterations improved navigation clarity and CTA visibility.

High-Fidelity UI & Visual Design

 

  • Mission statement highlighted on Home and Impact pages.
  • Dedicated “Take Action” page to educate and inspire involvement.
  • Bright red donate button as primary CTA.
  • Illustrated visuals for Education, Environment, Empowerment—making the site approachable and emotionally resonant.

Final designs

  • Home Page – Clear mission, impact highlights, strong CTA.
  • About Us – Organizational background & values.
  • Our Impact – Facts, statistics, and positive stories.
  • Take Action – Ways to contribute beyond donations.
  • Donate Page – Pre-set amounts, impact-driven messaging.-

Results

  • Complete UI design delivered in 3 months.
  • Improved trust & clarity around KEATS mission.
  • Donation flow simplified with one-click CTA + pre-set amounts.
  • Illustrations praised for creating a unique emotional connection.

Learnings

  • Collaboration matters: Partnering closely with the developer shaped feasible, high-quality outcomes.
  • Research drives empathy: User insights directly influenced design choices.
  • Designing for non-profits requires sensitivity — balancing storytelling, usability, and emotional resonance.

Let’s connect

Get in touch for any full-time opportunities or just say hello

likhitha0909@gmail.com