Led a fast Design Thinking Sprint for Hate Ends Now, helping the nonprofit understand why the post-exhibit journey was losing momentum and creating a digital final step that turned visitor emotion into action, donations, sharing, and continued engagement.
This was a Sack Lunch Agency project under the supervision of Principal and Creative Director Kara Clapp. My role focused on the digital experience, working as Digital Strategist and Lead UX Designer in collaboration with a strong team across visual design, copywriting, and development.
The original campaign concept, naming, identity, and print design were created by Sack Lunch Agency. This case study focuses on the Design Thinking Sprint I led for the digital experience and landing page.
Everything seemed to be in place.
The campaign had been designed. The printed materials were ready. The contracts with important venues were signed. The exhibit was prepared to create an unforgettable visitor experience.
And still, something was not quite working.
The nonprofit had the cattle car, the story, and the dream. Sack Lunch had created a strong campaign around it. The information existed on their website, but it was not connecting with the experience in the way it needed to.
People were being moved by the exhibit, but after that moment the journey started to lose momentum. The emotional impact was there. What was missing was the right final step.
That is where the work became interesting.
We met with the client, listened to what was happening, and ran a focused Design Thinking session to understand the visitor journey more clearly. Where was the experience breaking? What was missing? What would help the mission continue after the physical moment ended?
In just a couple of days, we built more than a landing page. We built the missing final step in the experience.
Using a human-centered process, we added a digital layer to an unforgettable visitor experience: a place where people could act, follow the journey, support the mission, share the story, and keep it alive.
This was a Sack Lunch Agency project under the supervision of Principal and Creative Director Kara Clapp. My role focused on the digital experience, working as Digital Strategist and Lead UX Designer in collaboration with a strong team across visual design, copywriting, and development.
The original campaign concept, naming, identity, and print design were created by Sack Lunch Agency. This case study focuses on the Design Thinking Sprint I led for the digital experience and landing page.
This project was a digital extension of a larger awareness campaign created by Sack Lunch Agency and directed by Principal and Creative Director Kara Clapp.
The nonprofit brought the cattle car, the mission, and a powerful story that needed to be seen and shared. The campaign itself was already strong. The concept, identity, print materials, and physical exhibit had been carefully developed by the team.
Our work focused on what happened after the exhibit: the moment when visitors had been emotionally impacted and needed a clear way to do something with that feeling.
Once we understood where the journey was losing momentum, we moved fast.
We used a short Design Thinking Sprint to listen, map the visitor experience, identify the missing step, and prototype a focused digital solution.
The idea was to use the existing campaign assets and extend them into a story-driven digital experience with a clearer path for action.
The goal was simple: help visitors understand the mission, connect with the story, donate, share, follow the itinerary, and continue engaging after the physical experience ended.
We created a storytelling landing page that gave the campaign a digital home and gave visitors a clear next step after the exhibit.
The page made it easy to donate directly from the hero section, learn about future exhibit locations, follow the exhibit itinerary, understand the mission, and share the campaign with friends and family.
We used video, motion graphics, campaign imagery, and structured storytelling to translate the physical experience into a digital narrative that could live beyond the event.
We also helped create a shared fundraising layer, giving supporters a simple way to contribute, spread the message, and bring others into the mission.
The page ended with a last donation opportunity, campaign goal information, and social proof through messages from other donors.
This was not just a website. It was the missing final step of the service experience.
The sprint generated strong early validation and helped raise $15,000 in donations during the first weekend after launch.
The original campaign concept, naming, identity, and print design were created by Sack Lunch Agency. This case study focuses on the Design Thinking Sprint I led for the digital experience and landing page.
