Background: A campaign encouraging healthier industries and a cleaner planet through the reduction of meat consumption.

Problem: The marketing team wanted to launch an email and social media campaign to attract new users (specifically food service managers) to the Meatless Monday Global community platform. The plain text email and dated website needed a visual overhaul. Another pain point was getting current members to engage with the site. Users would sign up and not interact.

Solution: There was a branding disconnect between the website and email. Working within the layout constraints of the Hivebrite community management platform, I redesigned the site to follow Meatless Monday’s branding guidelines. I also gave page content more breathing room and addressed previous UX issues concerning font color and sizing. Finally, I redesigned the logged-in homepage addressing another UX issue, to feature upcoming events and the community chat board (components previously buried on other pages).

Result: There was an increase in new community members. There was also a rise in community engagement (sharing of recipes, related news stories, and comments) by having the chat board front and center on the login hompage. More users participated in discussions and attended and shared the virtual events.