Ducks Unlimited Canada – Home Page

Ducks Unlimited Canada (DUC) is dedicated to the conservation of wetlands in Canada. Their mission is not only environmental but also educational and community-driven. However, as the digital landscape evolved, the Ducks Unlimited Canada home page no longer effectively communicated its mission, engaged its diverse audience, or drove key actions like donations and membership sign-ups.

The Challenge

Before the redesign, the DUC website faced several challenges:

  • Content Overload: The homepage was text-heavy, making it difficult for users to quickly understand DUC’s mission and impact.
  • Low Conversion Rates: The existing design was not optimized for user engagement, resulting in lower-than-expected donation and membership sign-ups.
  • Hidden Complexity of Programs and Services: Key initiatives—ranging from wetland restoration programs to volunteer opportunities—were not immediately visible, causing visitors to struggle when seeking relevant information.
Ducks Unlimited Canada Homepage wireframe

Goals & Objectives

Modernize the Ducks Unlimited Canada home page to create an engaging, user-friendly experience that effectively communicates DUC’s mission and drives key actions.

  • Enhance Visual Appeal: Develop a modern, clean aesthetic that resonates with current design standards while honouring DUC’s brand identity.
  • Improve Navigation: Create an intuitive information hierarchy and streamlined navigation that allows users to find important content and CTAs quickly.
  • Boost Conversions: Strategically place CTAs and employ persuasive design techniques to increase donations, membership sign-ups, and volunteer inquiries.
Ducks Unlimited Canada home page mockup 1

Process & Execution

  1. Strategy & Information Architecture:
    Developed user journeys and a clear content hierarchy based on stakeholder interviews and user feedback.
  2. Wireframing & Prototyping:
    Created low-fidelity sketches and interactive XD prototypes to validate user flows.
  3. Visual Design:
    Collaborated on updated aesthetic and imagery, reinforcing DUC’s brand.
  4. Responsive Development:
    Employed a mobile-first approach and optimized performance.
  5. Usability Testing:
    Iterated on designs through multiple rounds of testing, refining CTAs and navigation based on user insights.
Ducks Unlimited Canada Home page mockup 2

Results

  • 5% Increase in Engagement on Key Program Pages – Improved navigation and content visibility helped users find and interact with conservation initiatives more effectively.
  • 22% Increase in Average Session Duration – Visitors spent more time exploring the site, indicating stronger engagement with DUC’s mission.
  • Positive Stakeholder & User Feedback – Clearer messaging and an intuitive experience.