What we did

Polar Bears International (PBI) is a nonprofit organization that aims to ensure a future for polar bears across the Arctic. We were challenged to design and develop a brand new website experience that would provide education and encourage donations. Implementing a new site architecture, to provide quicker access to key content. An updated look and feel to PBI that creates a consistent visual language across the site. Complex technical features including a bear tracker, ability to sign petitions on the site, donation flow, and implement full site search.

Who is PBI?

A Canadian nonprofit,
focused on the long-term survival of polar bears and the unique part of the world they call home, by way of facilitating research funded by donations

The Insight

Confusion within the content coupled with technical restrictions lead to a very poor user experience, ultimately resulting in drop off and loss of donations.

The Problem

PBI depends almost solely on donations and contributions, the current website was not built in a way to nurture those potential donors and lead them down the donation funnel.

The Solution

Redesign the website to strategically structure education content and clearly define donation paths. Launched in October 2021.

Strategic imperatives

Inspire action to affect change.

Create clear donation pathways and an approachable look and feel, invoking the feeling of hope with clear, visible CTAs encouraging people to donate.

Build credibility through science-led content.

Highlight research and education to bring focus to PBI’s work within the arctic region. Through design, we need to reaffirm ourselves as a science-led organization.

Build an emotional connection with the polar bears through impactful imagery.

Balance being informative with visually

Find a balance between text based information and visuals so the content can be easily digested.

Project Outcomes

Increased traffic and newsletter awareness. Built awareness of the PBI brand and initiatives

Increased conversion within donations and adoptions

Provide pathways to educate the public on important factors affecting polar bears. Education page visits + scroll depth + content interactions

Offer actionable next steps to aid in the long-term survival of polar bears, through email signups + petition submissions

Positioned PBI as the industry leader on polar bear educational resources/tools. Increasing website traffic + engagement with resources and tool (time on site,page views, scroll ect.)