My Framer Site

Love Serve Remember Foundation

Refreshing the foundations Home Page

Project Overview

Who: Love Serve Remember is a nonprofit dedicated to preserving and continuing the teachings of Ram Dass and his guru, Neem Karoli Baba, through talks, retreats, and digital offerings.

About: The Love Serve Remember Foundation is dedicated to preserving and continuing the teachings of Neem Karoli Baba and Ram Dass. When I joined the LSRF team, they did not have a centralized source for all their digital assets or design assets.

A design system is a structure of components to manage the entire design at scale. This creates a consistent and accessible design experience.

What: Homepage redesign to clarify core offerings and create clearer paths to the podcast, events, donations, and the Inner Academy, an important program that was under-discovered.

Goals:

Increase homepage clarity for new and returning visitors.
Improve the mobile experience for a community that often arrives via mobile devices.
Strengthen key flows such as donate, events, and Inner Academy.

When & my Role: Over 6 months, I worked as the solo Product Designer, leading research, information architecture, interaction design, and visual design.

Problem & Context

The previous site had grown organically over time. Navigation was confusing, the content hierarchy was unclear, and engagement on key calls-to-action was low.

The audience includes a large, engaged community that interacts with the foundation through retreats, lectures, online teachings, and donations. Ranging from new seekers to long-time students and event attendees.

There were also practical constraints: the team needed to stay on WordPress and Elementor, which set clear boundaries on what was technically possible. The Ram Dass brand is also already established, so I worked within existing imagery and language while drawing more directly from Ram Dass visual materials (such as typography) to deepen consistency.

Research Insights

Stakeholders wanted to bring more attention to the Inner Academy, which was a key strategic priority but was not receiving many clicks from the homepage. Conversations with the Creative Director and Tech Lead revealed that the site had mostly been added onto over the years rather than rethought, resulting in a cluttered experience.

Through informal user tests and heuristic reviews, I observed that new visitors struggled to understand what the foundation offered and where to find specific content or actions; navigating to specific pages often felt awkward and indirect.

I ran card-sorting exercises with both stakeholders and a small sample of users to understand how they naturally grouped pages. Common themes emerged: key actions were buried, homepage modules competed for attention, and the navigation did not match how people's mental models.

These findings led to three design priorities:

Clarify the story of who Love Serve Remember is and what you can do on the site.
Elevate key actions (Inner Academy, events, podcast, donate) so they are easy to find on both desktop and mobile.
Simplify navigation and page structure to reduce cognitive load and create a calmer, more focused experience.

Design Solutions

Solution & Key Decisions

Makes it easier to maintain consistency across large organizations with multiple teams. Without it, different teams might solve the same design problem in slightly different ways, leading to a fragmented experience

Outcomes & Impact

Since launching the redesign on January 12th, 2025, early data from Google Analytics points to meaningful progress across the goals set at the start of the project.

The clearest win is the Inner Academy, a strategic priority from the beginning. Visitors to that section increased by 24%, a direct result of elevating it within the homepage hierarchy and creating a more intentional path to get there. Traffic to the About Ram Dass page also grew, suggesting the redesign is doing a better job of orienting new visitors and communicating who the foundation is and what it stands for.

Overall, engagement time across the site is up 9%, and newsletter sign-ups have increased by 8%. Both signals that visitors are arriving with more clarity and finding reasons to stay connected.

These early numbers reflect what the redesign set out to do: reduce friction, surface key offerings, and create a calmer, more focused experience for a community that deserves it.

Clearer paths from the homepage to Inner Academy, events, and donations, supported by a simplified layout and calmer visual hierarchy.

Stronger focus on core offerings and easier navigation for both new and returning visitors.

I plan to add quantitative metrics once they’ve had time to collect data on the new design. Changes in click-through rates to events/donate/Inner Academy, engagement time on the homepage, and mobile usage trends.

"He generates fresh ideas that align with our mission and works seamlessly with teammates and stakeholders to bring those ideas to life." - Rachael Fisher (LSRF Creative Director)

Reflection

Designing for a spiritual nonprofit reinforced the importance of balancing clarity, communication, and organizational realities. In a small team, things naturally moved more slowly, people wear multiple hats, which meant I often had to step between product, UX, and visual design while staying aligned with leadership.

Collaborating closely with the Creative Director and Developer helped ensure the homepage direction stayed true to the Ram Dass brand and the foundation’s values.

With more time and resources, I would explore A/B testing different hero and CTA arrangements, running more structured user tests on key flows, and expanding the new patterns into additional pages beyond the homepage.

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