Working within Flippable’s existing brand guidelines, I conducted a comprehensive design audit and subsequent design overhaul to address issues with information hierarchy, navigation, usability, responsiveness, layout, and typographic inconsistencies sitewide. The new system brought all similar pages onto new, shared templates to drastically simplify the code and facilitate quicker execution of new pages in the future. These changes increased engagement sitewide. On the homepage alone, the redesign doubled donations per session, increased PPS and average session duration and decreased bounce rate by 8%.