OWA Website Design
Timeline
3 months
Role
Lead UI/UX Designer
Team
Solo Project
Development
Squarespace
Introduction
For over 50 years, OWA has been protecting the Octoraro Creek watershed
Since 1967, the Octoraro Watershed Association (OWA) has worked to protect and restore the creek’s forests, farmland, and rural heritage. Through education, community outreach, creek cleanups, and water quality monitoring, their work is deeply rooted in local connection. This redesign was about more than a website. It was about creating a space that reflects their legacy and invites the next generation to get involved.
The Old Experience
An online presence that didn’t reflect the mission
Visitors struggled to understand what a watershed is, what OWA does, or how to get involved. The outdated site led to low engagement, poor navigation, and missed opportunities for education, outreach, and membership. It became clear this organization needed a voice, a structure, and a fresh look to connect with its community.
Problem Statement
How might we design a digital home for OWA that reflects their mission, invites more people to learn, join, and grow a community around watershed protection, while giving their team the freedom to manage it with ease?
The New Experience
An experience that helped OWA community rise by design
The redesigned site gave OWA the structure and voice it needed to guide users with clarity. Visitors can now explore the mission, learn about the watershed, and take action to support the community. The experience was designed to inform, inspire, and empower through thoughtful design.
1. A landing page that leads with purpose
Before
Difficult to navigate with poor content flow
Accessibility barriers made it hard for users to engage
Lacked a consistent brand look or visual identity
After
Improved IA with clear hierarchy and content layout
High contrast and clean fonts for better readability, especially for 40+ audiences
Strong brand identity with logo, colors, and imagery
2. A mission page designed to engage and inspire
Before
Dense paragraphs with no structure or visual break
Strategic goals buried within long text blocks
No clear next steps or engagement paths for users
After
Clear mission and vision with structured user flow
Key goals shown with bullet points and visual cues
“Learn more” section guides users to explore related content
3. Making it easier to give and get involved
Before
No hierarchy, limited info, unclear steps to join or buy dinner tickets
Mostly offline signups and poor online payment experience (PayPal only)
Small donate button with no flexible amount option
After
Clear user flow to become a member and buy dinner tickets
Multiple secure payment options including credit, debit, and PayPal
Donation section and page with flexible payment options
4. A smoother way to check out
Before
Redirected to PayPal with no cart, item summary, or receipt
No confirmation email or acknowledgment of membership type
After
Streamlined cart with item summary, edit options, and multiple payment methods
Branded confirmation email with receipt and membership details