Increasing user engagement and fostering indigenous identity: ITMP
A complete revamp of ITMP's website to improve usability, streamline form accessibility, and enhance overall user experience. Visual assets and icon design draw from Northwest Coast Indigenous Art to represent their cultural identity.
UX Designer
Riya Daiya (Me)
Figma
Wix Studio
User Research
Interviewing
Visual Design
Prototyping
Timeline
3 months
👁️ Overview
ITMP is an indigenous-led nonprofit providing remote tutoring and resources to indigenous students from Kindergarten - Grade 12 in Canada. Enrolment in the program takes place through an application form on their website.
🔎 The Problem
Parents and other users found the original website difficult to navigate due to inconsistencies in design and information structure, which hindered user trust and program enrolment.
🪄 Results
Re-designing the website and designing a concrete deisgn system led to a 40.4% user conversion rate from October 2024-April 2025, and a 60% increase in website visits.
Northwest Indigenous style of UI design presented to Indigenous co-founders recieved positive feedback and approval.
Before
My Re-Design
📈 My impact
My website re-design increased user sign-ups by 40.4% from October 2024 - April 2025.
Getting to know the person beyond the 'user'.
I conducted an interview with the Vice Chief of ITMP to first learn about the website and its services, and then the steps parents typically take on the website to enroll their child in ITMP*.
*Information was known through one-on-one troubleshooting phone calls with parents.
💡 KEY FINDINGS
Difficult web navigation due to inconsistent visuals and layout
Parents are busy and need quick access to the application form
ITMP's type of service and purpose were unclear
Weaving consistency through a design system
ITMP and its impact shown in a single glance, with a quick path to enrolment
Making form filling quick and effective
Sharp contrasts on active states to improve visibility
Easy to hit targets, based on average default cursor size
Statistical impact + cultural representation
Personalised icons for widgets on the home page
Seeking inspiration from cultural artwork
I found common visual themes of maximalism, contrasting thickness and vibrant colours.
These design patterns were further confirmed by Raven Publishing, researchers and artists in Pacific Northwest Coast First Nations arts and culture.
Navigation Menu design
Meetings & Feedback
I met with Indigenous executives and co-founders of ITMP to present my design decisions and intention to represent their identity on the website.
I sought feedback while acknowledging that at the end of the day, I am still an outsider to their culture and art.
What's next ?
By Spring 2025, all website pages will be re-designed and re-structured following the blueprint set by the Home page.
An invaluable learning experience
While designing a simple and quick experience for parents, I formed an understanding how one's lifestyle influences how they interact with technology.
I presented my work to a dominantly non-design audience, explaining my design decisions in understandable terms. This made me experience first-hand the importance of communicating effectively to interdisciplianry teams, who ultimately make your design possible.
Lastly, this project reinforced the importance of respect and empathy for your client, recognising a designer's limitations in a collaborative space, and responding effectively.