Preserving indigenous identity in web design: ITMP

In this volunteer project, I collaborated with a non-profit to revamp their website and design system. I presented my design ideas and rationale to indigenous executives and a team of 10 non-designers, resulting in a successful shipment and 60% increase in website visits.

ITMP is an indigenous-led organization providing free tutoring and resources to indigenous students from Kindergarten to Grade 12 in Canada remotely. One can register with ITMP through an application form, filled either by the parent or child over 13 years old.

But first, getting to know the person beyond the 'user'.

I conducted an interview with the Vice Chief of ITMP to figure out the organisation’s website structure and services to narrow down problems faced by users on the current website.

Pain points

What parents needed was quick, painless way to enrol their child in the program.

From these findings, I prioritized designing a direct access to the application form, and re-designing the website interface.

For immediate and direct access to the tutoring application form, I added a call-to-action button on the hero section of the home page, which smoothly directs them to the form that is located below on the same page.

My re-design introduces the user to ITMP as they land on the page for the first time.

A fresh, new layout with eye-catching visuals and text to show what ITMP does with a single glance.

I met with executives and co-founders of ITMP to present my design and rationale behind it, followed by approval and positive responses.

I also learned how to present my work to a dominantly non-design audience and explain my decisions to them in understandable terms. I also realized the value of understanding your client from an objective point of view, and understanding how their lifestyle influences the way they interact with technology.