PROUD SCIENCE ALLIANCE
How UX Research Increased PSA’s Monthly
Membership Sign-Ups by 7-9 Users
UX Case Study
THE CONTEXT
The Proud Science Alliance website served as an informational hub for its network of partners and members.
However, it lacked clarity for new visitors seeking to join or engage.
The organisation’s steering team set clear goals:
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Increase membership sign-ups (for individuals and companies)
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Improve navigation and accessibility
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Create a more engaging and visually aligned website comparable to sector leaders like Stonewall and Pride in STEM.
THE PROBLEM
Through stakeholder discussions and a survey with 5 PSA network leads, several pain points were identified:
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Confusing navigation: Membership options and “Join” calls-to-action were hidden.
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Dense content: Text-heavy pages hindered readability for neurodiverse users.
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Event & resource friction: Resource content mixed videos and slides; events linked externally, creating repeated navigation steps.
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No transparent membership model or defined process for companies wanting to support the Alliance.
AIM & OBJECTIVES
Aim:
To transform the Proud Science Alliance website to make it accessible, intuitive and inclusive, while clearly communicating its purpose and encouraging membership growth.
Objectives:
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Redesign navigation for clarity and ease of use.
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Clarify and visually present membership benefits for both individuals and companies.
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Improve accessibility and readability (WCAG 2.2 AA).
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Structure resources and events to reduce friction.
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Communicate PSA’s mission clearly on the homepage.
SOLUTION SUMMARY
To redesign efficiently while maintaining accessibility and clarity, I applied a Double Diamond approach through a Lean UX lens.
This allowed fast iteration, continuous feedback and validation without unnecessary process overhead.
HYPOTHESIS
By clarifying membership pathways, splitting resources into Videos/Slides, and simplifying navigation, users will be able to register faster, access resources efficiently and engage more with PSA events.
RESULT & IMPACT
After redesigning key areas (Homepage, Membership, Resources, Events), the site moved from a passive information hub with buried actions to a clearer, action-driven experience.
Small, research-led changes Such clearer labels, visible CTAs, format-based resource pages, and direct booking links - produced measurable improvements in findability, confidence and conversions.
THE APPROACH
A Research-Driven Foundation
The redesign was grounded in a structured UX research process combining primary surveys, heuristic evaluation, and formative & summative usability testing.
Early survey responses revealed confusion around PSA’s purpose and unclear pathways to join the alliance, while a Nielsen Norman heuristic audit uncovered issues with hierarchy, recognition, and visibility of key actions.
These insights provided a clear direction for prioritising clarity, scannability, and guidance on the homepage and across related pages.
Iterative Design Guided by User Insight
Following the research phase, the design process evolved in iterative cycles. Wireframes and early concepts were validated through targeted user walkthroughs, where participants surfaced navigation friction, low CTA visibility, and content density issues.
Each iteration directly addressed these findings simplifying mission content, elevating “Join” pathways, restructuring events, and enhancing orientation on entry.
This tight loop ensured changes were continuously informed by genuine user expectations.
Validated Through Formative Testing
After the redesign, a full formative usability round measured the impact of the changes. Users completed tasks faster, navigational confusion dropped, and satisfaction scores increased. Participants reported greater confidence in knowing where to join, how to access resources, and how to sign up for events. Crucially, the redesign shifted the experience from passive browsing to clear, task-driven flows that aligned both user and organisational goals.
Trust-Building Experience
This approach ensured that every design decision: homepage restructuring, membership clarity, resource accessibility, and event readability was tied to observable user needs.
The outcome is a unified, accessible, and trustworthy environment where people understand PSA’s mission instantly, can take action effortlessly, and feel supported throughout their journey.