Prior Professional Work
User Research · Experience Strategy · Facilitation
Grounding a major website redesign in real user behavior
A national faith-based nonprofit undertook its first full website redesign in over a decade. Aditi led the research voice across an 18-month engagement — from behavioral surveys and usability testing through post-launch measurement and a continuous improvement framework now being implemented as Soraxis's first independent project.
1,100+
survey responses across 4 research rounds
+18%
improvement in overall satisfaction, old vs. new site
+0.53
point gain in navigation ease on a 5-point scale
7
moderated usability sessions for MVP 1 validation
THE Situation
A long-overdue redesign was already underway — led by a strategic communications team and an external design agency — when the research workstream began. The risk was one common to large organizations: that internal stakeholder assumptions would shape the new site more than actual visitor behavior. Aditi's role was to be the consistent research voice across a project involving multiple teams, an 18-month timeline, and a site serving a 4-million-member denomination.
Phases of Work
What research surfaced
01
New users adapted; returning ones struggled
Potential Members rated both navigation and satisfaction above the old-site baseline. Returning users experienced more friction from content relocation.
02
Resource discovery was the persistent pain point
Across all rounds, task-oriented users — pastors, lay leaders, staff — consistently struggled to find ministry documents and tools. Navigation and search tied at 50% of improvement suggestions.
03
A 7–9 month research-to-implementation gap
A process gap analysis documented that several key recommendations weren't integrated into the final build — providing the team a clear, honest artifact to improve the next phase.
04
One user journey revealed a systemic gap
A single donor complaint traced through heatmaps and analytics became the anchor example for a broader experience measurement proposal.
Methods Used
In-app surveys (Sprig)
Heatmap analysis
Moderated usability testing
Persona segmentation
Insight synthesis
Workshop facilitation
Stakeholder alignment
Experience metrics strategy
Outcome
The new site launched with measurable improvements over the baseline — navigation ease up 0.53 points, satisfaction up ~18%. The continuous improvement framework shifted three teams from reactive fixes toward evidence-based iteration. The Experience Measurement Framework proposed during the engagement is now Soraxis's first independent project.
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