The Canadian Wildlife Federation needed an innovative website redesign to accommodate an increasing wealth of content while ensuring a captivating end user experience — all within a very short timeframe.

The Canadian Wildlife Federation is dedicated to ensuring an appreciation of our natural world and a lasting legacy of healthy wildlife and habitat by informing and educating Canadians, advocating responsible human actions, and representing wildlife on conservation issues. Blackbaud Interactive was honored to be chosen to help the Canadian Wildlife Federation manage their growing volume of content, and to improve user navigation through their large library of resources. By modernizing their online presence with a phased approach, we were able to accelerate delivery of a fully re-architectured site.

Phase 1: Initial Discovery and New Home Page Launch

Our initial discovery began with comprehensive key stakeholder interviews, a usability audit of Canadian Wildlife Federation’s existing website and a discerning analysis of its web traffic. Based on the priorities identified, we prescribed an agile redesign approach that allowed for a rapid launch followed by ongoing website optimization and improved user navigation. Our first step was to launch a refreshed homepage that resulted in an immediate decrease in the bounce rate (-7.52%) and increase in the time spent on the page (+16.29%).


Homepage audit conducted for Phase 1 homepage redesign and below, a screenshot from the Mobile website design


Milestone: Launch of Mobile Web Presence

Fifty years of conserving and protecting Canada’s wildlife is something to celebrate! We helped the client ring in their anniversary with another major milestone — developing an eye-catching mobile web presence. Once again, Canadian Wildlife Federation enjoyed immediate results. Traffic from mobile devices increased nearly 100%, and visitors were spending 15% more time on the site once there.

Phase 2: Information Architecture

We faced the challenge of providing an uncluttered framework with intuitive navigation to accommodate Canadian Wildlife Federation’s growing library of content. Based on our foundation of stakeholder and user research, we began developing a new Information Architecture for their desktop website. This phase began with a comprehensive inventory of Canadian Wildlife Federation’s existing content. Using our inventory and research, we developed a new site map and wireframes for the website. We then ran a series of remote usability tests to validate our new information architecture make improvements before proceeding with design.

Phase 3: Editorial Consulting and SEO

The newly streamlined information architecture required a reorganization of website content and a revised SEO strategy. We provided detailed editorial recommendations for the new site, including instructions for mapping existing content onto the new structure. We conducted SEO research to provide Canadian Wildlife Federation with specific keywords to insert into content within each section. An editorial spreadsheet was a key deliverable for the project. It was used as a checklist for populating content on the redesigned website and also helped to preserve Canadian Wildlife Federation’s existing SEO rankings by providing a starting point for old-to-new URL mapping for migrated content.

Phase 4: Visual Design

With Canadian Wildlife Federation’s spectacular array of stunning visuals, calls to action, and online resources we had a fantastic opportunity to draw users in visually and inspire engagement. In parallel with the usability tests, we began creating mood boards to offer several design directions. Based on Canadian Wildlife Federation’s mood board selection, the new look, feel, and personality of the website was established. A compelling new website emerged that preserved their character and mission, complete with a style guide and key page designs to ensure coverage of all design elements.


Moodbards, Sitemap and Homepage wireframe



Milestone: Launch of the New Website

Canadian Wildlife Federation’s desire for a comprehensive website redesign with improved web presence and rapid rollout culminated in the exciting launch of the new website. Response from both donors and staff was been overwhelmingly positive.

Average time spent on the redesigned home page increased 16%

Organization Type



Content Strategy
Information Architecture
Mobile Design
Search Engine Optimization
User Research
Usability Testing
User Experience Design
Visual Design/Redesign