Overview

Preview

Problem

Goal

Research

Competitive Analysis

Design System

Wireframes

Final Design

What I've learned

Reaching a younger audience through a modernized website design

Reaching a younger audience through a modernized website design

Junior League Los Angeles

Junior League Los Angeles

A website revamp for JLLA aimed to reach the younger generation.
TL;DR

Problem: JLLA lost 1,200 members in 10 years, and most current members are 40+. Its dated site reinforced an old “socialite club” image.

My role: One of 5 designers. I co-designed the home page and owned the Support/Donate page end to end.

What I shipped: A full site redesign and refreshed visual brand, Sep–Nov 2023.

Outcome: Handed off to client.

OVERVIEW

The Junior League of Los Angeles (JLLA) is a nonprofit organization of women who aim to make a positive impact on the greater Los Angeles communities through volunteering, collaboration, and training programs. JLLA challenged USC Innovative Design, a student-led design consultancy at University of Southern California to address their challenges. My team re-branded and modernized the website to break the historical stereotypes of the association. JLLA desires to display its authentic mission to appeal to the younger professionals in LA.

Team

UX Designer

4 other designers on the team


Me (Designer)

People

Role

Team UX Designer in charge of the "Support" page

Timeline

Sep - Nov 2023

Tools

Figma, Notion

PREVIEW

THE PROBLEM

  1. Generations of negative stereotypes associated with JLLA

JLLA has served Los Angeles communities since 1926. It belongs to the Association of Junior Leagues International (AJLI), a network with nearly a century of volunteer work behind it. That history is a strength, but public perception hasn’t kept pace with the organization. For much of the 20th century, the Junior League was portrayed in popular culture as a social club, and that outdated image still shapes how many people see it today.

JLLA’s work now centers on volunteering, community partnerships and leadership training. The website didn’t communicate that, so a first-time visitor had little reason to look past the older image.

JLLA has served Los Angeles communities since 1926. It belongs to the Association of Junior Leagues International (AJLI), a network with nearly a century of volunteer work behind it. That history is a strength, but public perception hasn’t kept pace with the organization. For much of the 20th century, the Junior League was portrayed in popular culture as a social club, and that outdated image still shapes how many people see it today.

JLLA’s work now centers on volunteering, community partnerships and leadership training. The website didn’t communicate that, so a first-time visitor had little reason to look past the older image.

1,200

members left JLLA in the past 10 years

70k

nonprofits and organizations in the greater Los Angeles metro area

source: CauseIQ

1926

since 1926, nearly 100 years of service in Los Angeles

THE PROBLEM

  1. Many nonprofits in LA and JLLA struggles to stand out

Most current JLLA members are over 40. To sustain its impact, JLLA needs to attract young professionals. That group has more volunteering options than ever and often discovers organizations online first. With so many LA nonprofits competing for the same people, JLLA needed a digital presence that clearly shows its mission and makes it easy to get involved.

Most current JLLA members are over 40. To sustain its impact, JLLA needs to attract young professionals. That group has more volunteering options than ever and often discovers organizations online first. With so many LA nonprofits competing for the same people, JLLA needed a digital presence that clearly shows its mission and makes it easy to get involved.

Refresh JLLA’s brand and website so they appeal to young professionals in LA County who want to volunteer and make a social impact. The goal is to increase engagement, strengthen the brand, and keep JLLA relevant in Los Angeles. The refreshed brand would also carry over to their social media.

Refresh JLLA’s brand and website so they appeal to young professionals in LA County who want to volunteer and make a social impact. The goal is to increase engagement, strengthen the brand, and keep JLLA relevant in Los Angeles. The refreshed brand would also carry over to their social media.

GOAL

The ask from JLLA

The ask from JLLA

RESEARCH

Original Website Observations

4 Obstacles

After a few user testings, here are 4 obstacles preventing a smooth user experience.

Cluttered

Too much information on one page and many unnecessary subtabs

Navigation Difficulties

There are too many tabs in the menu and there are no buttons that stand out on the home page 

Lack of Uniqueness

The website is very ordinary and seems like it was designed years ago. There isn’t anything that stands out. 

Lack of Call to Action

There are buttons that say donate or join; however, there are no specific buttons that are a ‘call to action’

Guiding Ideation

How can JLLA emphasize volunteer work? Awareness and Education

How can JLLA speak to a younger audience? Appeal and Usability

COMPETITIVE ANALYSIS

Other LA based Non-profit websites. They have more colors, bold letters, photos, and clear words.
UX DESIGN PROCESS

DESIGN SYSTEM

DESIGN SYSTEM

JLLA's existing design system.

JLLA's existing design system.

UX DESIGN PROCESS

WIREFRAMES

Each person in my team focused on 1 page of the website. We all designed the home page together, then I focused on the "Support" page.

Each person in my team focused on 1 page of the website. We all designed the home page together, then I focused on the "Support" page.

"SUPPORT" PAGE
"SUPPORT" PAGE

1st iteration:

“converting the header photo into black and white rather than changing the opacity would make the red pop more”

1st iteration:

“converting the header photo into black and white rather than changing the opacity would make the red pop more”

2nd and 3rd iteration:

“Add some text hierarchy to the financial reports section”

“Not sure if contribution graphics addresses the question”

“If learn more is clickable, i would make each of these images into more of a card style and make the learn more into a button”

2nd and 3rd iteration:

“Add some text hierarchy to the financial reports section”

“Not sure if contribution graphics addresses the question”

“If learn more is clickable, i would make each of these images into more of a card style and make the learn more into a button”

4th iteration:

“keep impact the same font”

“Add a call to action to donate section, the donate page is too small”

4th iteration:

“keep impact the same font”

“Add a call to action to donate section, the donate page is too small”

UX DESIGN PROCESS

TESTING

TESTING

To design a rebrand for JLLA that appeals to young professionals, the website needed more components that connect to the younger generation including the fonts and graphics.
We tested the website on a group of 10 students aged 20-24. We showed them the original website and then our new website. We asked them to rank, which pages and then which overall website they liked best. Our new website got amazing feedback. The students pointed out the cool graphics, visuals, and font use.

To design a rebrand for JLLA that appeals to young professionals, the website needed more components that connect to the younger generation including the fonts and graphics.
We tested the website on a group of 10 students aged 20-24. We showed them the original website and then our new website. We asked them to rank, which pages and then which overall website they liked best. Our new website got amazing feedback. The students pointed out the cool graphics, visuals, and font use.

FINAL DESIGN

Enhanced the experience

Home Page

Clear landing page with a video auto playing of volunteers to emphasize the mission of helping the community.

Home Page

Clear landing page with a video auto playing of volunteers to emphasize the mission of helping the community.

View Exciting Events

The events page is accessible so that newcomers can easily view upcoming events to join.

View Exciting Events

The events page is accessible so that newcomers can easily view upcoming events to join.

Donate and Support

The donate page is visible and accessible for anybody to donate. There are clear call to action buttons for donations and multiple donation sections.

What I’ve learned

Collaborative Approach

 I learned how to facilitate collaboration with others and share creative approaches. We were able to leverage everyone's skills and ideas together to create the solution.

Developing a Brand

Re-creating an entire new brand for an established brand was very difficult. However, I enjoyed the creative freedom.

What are the next steps and what did the company do with the project?

Transfer the designs to the website platform (Squarespace or hardcoding). The company plans to use the website and implement the branding elements into their social media handles as well.  

Let’s innovate together!

Feel free to connect and contact with me at kezialeung21@gmail.com


If you'd like to view my resume, click the button at the top or download it here.

© 2026 Kezia Leung

Let’s innovate together!

Feel free to connect and contact with me at kezialeung21@gmail.com


If you'd like to view my resume, click the button at the top or download it here.

© 2026 Kezia Leung