Rosalynn Carter Website Redesign
I designed the Rosalynn Carter Institute website reflect its new brand, preserve the Carter legacy and encourage new donors.
Introduction
The Rosalynn Carter Institute for Caregivers (RCI) supports caregivers nationwide through programs, advocacy, and research. When RCI approached us, their website no longer met the needs of their mission—it was outdated, non-responsive, and difficult to navigate for their diverse audience of caregivers, policymakers, and stakeholders. Tall Glass Media was brought in to deliver a modern, accessible, and engaging digital experience that would reflect RCI’s leadership in caregiving while helping increase donor engagement and thought leadership.
Challenge
RCI’s existing website presented several core challenges:
Outdated design and technology: The site lacked responsiveness and failed to deliver a smooth experience on mobile devices.
Poor user experience: Navigation was unclear, making it difficult for caregivers and stakeholders to find resources.
Accessibility issues: The site did not meet modern accessibility standards, limiting usability for visitors with disabilities.
Limited capacity for storytelling and engagement: The old design did not convey the warmth, trust, and empathy that are central to RCI’s mission, nor did it adequately support donor conversions or content-rich updates.
Solutions
As the UX designer and digital lead, I oversaw a user-centered approach focused on:
Modern, accessible UX: We designed a clean, classic, and elegant user interface that was fully responsive and ADA accessible, following WCAG 2.0 and Section 508 guidelines to ensure an inclusive experience for users with vision impairments and cognitive disabilities.
Caregiver-centric design language: The visual design used muted primary colors and imagery that reflected caregivers and their relationships with beneficiaries, conveying warmth, empathy, and trust.
Improved site architecture: We created clear user flows and intuitive navigation to help users quickly find information and resources, supporting both caregivers in need and policymakers seeking data and insights.
Conversion-focused experience: The new design emphasized storytelling and calls to action to better engage visitors and drive donor support.
Easy-to-use CMS: Behind the scenes, we implemented a content management system that empowered the RCI team to easily manage and update the site without technical assistance.
Results
The redesigned RCI website delivered significant improvements:
Beautiful, modern design: A fresh, elegant visual style created a welcoming experience aligned with RCI’s mission and values.
Accessibility and inclusivity: The new site is fully responsive and accessible, making it easier for all users—including those with disabilities—to engage with RCI online.
Enhanced user experience: Clear navigation and improved structure helped caregivers and policymakers quickly find critical information.
Increased donor engagement: The site was intentionally designed to convert more visitors into donors, supporting RCI’s fundraising goals.
Built for longevity: The new platform provided flexibility for future content updates and growth, establishing RCI as a digital leader in the caregiving space.
