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KeshaKanakiya

350FerstDrive
332699GeorgiaTechStation
Atlanta,GA30332
March18th,2016
MichaelJohnson
P.O.Box522
Selma,AL367020522
DearMr.Johnson,
Ihavebeengiventheopportunitytoworkonoptimizingyourwebsitetomakeitmore
effective.AsaGeorgiaTechstudent,technologyisacorecomponentofmycollege
experience;andthusIhavehadalotofexposuretowebsites.Myexperiencewith
successfulphilanthropyorganizationsandwebsitedesignhasallowedmetopickupon
thekeydetailsthatmakecertainwebsitessuccessfulandcertainwebsitesfailures.Ican
applythesekeydetailstoyourwebsite,MJ93.org,tomakeitevenmoreeffective.The
remainderofthisproposalwillexaminehowchangingthestructure,layout,and
aestheticswillbenefittheMJ93Fund.
StructuralChanges
Asthewebsitecurrentlystands,therearemanypagesleadingtoeachotherand
navigationishard.WhenImappedoutthewebsiteonpaper,thereweremanylinks
betweeneachwebpageandnavigationwasveryunclear.Inordertosolvethisproblem,I
streamlinedthestructureofthewebsitetomakewebflowmuchbetterandintuitive.The
tablebelowoutlinesthemaintabsaswellasthesubpageseachtabwillcontain.
Tab

Subpages

Home

Meet
Michael
OntheField
OfftheField

WhoareWe?

Sponsorsand Donate
Supporters

Photo
Gallery

HowtoGetInvolved
RecentandUpcoming
Events
PressKit

Alloftheoriginalcontentwillstillbepreservedthroughthesechanges;however,the
contentflowwillbemoreintuitive.Thesechangeswillincreasetheusabilityofthe
website.Itwillmakethewebsitemorelearnable,meaningthatfirsttimeuserswillbe
moreabletoaccomplishtheirtaskoffindingoutmoreinformation.Itwillalsoincrease
functionalityandefficiency,asnavigationwillbecomeeasier.
LayoutChanges

Contact
Us

Thesecondofthechangesistochangethelayoutofthedesign.Aestheticsareabig
componentinhowlongauserwillstayonawebpage,howlikelytheyaretocomeback
touseit,andalsowhetherornotauserisrepelledorattractedtoawebsite.Currently,the
layoutofseveralpagesonthewebsiteisconfusingandcluttered.Iproposetosimplify
thelayoutbyremovingsomeelementsoneachwebpageandchangingtheorderofthese
elements.Forexample,eachpagecurrentlycontainsarightsectionalwithadonate
buttonandalistofrecentposts.Thisinformationisnotusefulinthisarea,morespace
canbegiventotheactualcontentofthepagebyeliminatingthissidebar.
Anothermajorchangewillbeshufflingupthelayoutofthehomepage.Thescrolling
imagesaddalottothepageandwillbekeptintheupdatedhomepagelayout.The
headerandfooterwillalsoremainthesame.However,thetabswillbecondensesas
describedintheabovesectiontofitonthesameline.Belowthat,aslideshowwillbeset
up.BelowthatwillbeashortdescriptionoftheMJ93fundandalinktolearnmoreabout
it.Inaddition,therewillbescrollingfeedsofrecentevents,theTwitterfeedand
Facebookfeedtokeepusersawareofthelatestnews.
Hereisamockupofthenewlayout:

Thesechangesusedesignprinciplessuchasgriddingandalignmenttomaintainbeautiful
andsimpleaesthetics.Theimagetotextratioishigh,whichhasbeenproventobean
effectivedesigntechnique.

AestheticChanges
Finally,thelastchangeIproposeisimprovingtheaestheticsbychangingthetypeface
andcolorscheme.IsuggestswitchingtoFutura(whichispicturedaboveinthelayout
mockup)orGotham,astheyarebothcleanandminimalisticfonts.Thesetypesoffonts
areverycommontononprofitsandwillfitinwiththenewcleanlookofthewebsite.
ThechangesIproposetothecolorschemearetwofold.ThefirstchangeIhighly
recommendistokeepawhitebackground,anduseblackandorangetohighlight,
contrastanddrawemphasistoimportantcontent.Changingthecolorschemeinthisway
willstillallowyoutoremaintruetothecolorsoftheCincinnatiBengals,butalsoachieve
amuchmoreuserfriendlydesign.
ThesecondchangeIsuggestistoswitchthecolorschemetowhiteandcrimsonred:the
colorsofyourhomestate.ThiswillallowtheMJ93Fundtohaveaconsistentbrand
imageevenifatsomepointinthefutureyouarenotassociatedwiththeBengals.
Regardlessofthecolorschemeyouchosetoimplement,clearingupthebackgroundwill
greatlyimproveusersatisfactionasthewebsitewillbeeasiertoviewandwillnotdeter
anyusers.Additionalguidelinesforaestheticsareprovidedinthestyleguide.
Ihopethatyoucannowseehowmakingthesethreechangeswillhelpimproveyour
websiteexponentially.Thesechangeswillnotonlydrawmoretraffictoyourwebsite,
butresultinmoreconversionsfromviewstodonationsandregistrationsforprograms
thatthefundhosts.Pleasedonothesitatetocontactmyprofessor,Dr.Smith,at
julia.smith@lmc.gatech.eduifyouhavemorequestionsorwouldlikeclarificationonany
ofthechangesIhaveproposed.Thankyoufortakingthetimetoreadthroughmy
proposal.
Sincerely,

KeshaKanakiya