UX/UI Design | Art Direction | Government
Arizona Game & Fish Department
The Project
Transform a complex, 300+ page website into a streamlined, user-friendly digital experience that increased conversions and donations, supported advertising needs, and clearly served five distinct audiences: hunters, anglers, boat owners, campers, and conservationists.
The Challenge
The site had grown organically to over 300 pages across 40+ unique layouts, resulting in duplicated content, inconsistent patterns, and a fragmented user experience. This complexity made the site difficult for users to navigate and increasingly hard for the internal team to maintain and scale.
The Approach:
I led a full UX and visual redesign focused on information architecture, systemization, and component reuse. Through a comprehensive content audit and user-needs analysis, I established a modular design system that reduced the site to 12 flexible templates capable of supporting all content types and audiences. The goal was not just simplification, but the creation of a scalable system that could grow without reintroducing complexity.
This system-first approach ensured consistency across teams while giving internal stakeholders the flexibility to create new content without breaking the experience.
The Impact:
The new system significantly improved clarity, consistency, and long-term scalability while dramatically reducing maintenance overhead. Navigation and user journeys were simplified, making it easier for users to find relevant information and engage with key content.
As a result:
Ad revenue increased by 4%.
Conservation donations increased by 13%.
The site became easier to manage, easier to navigate, and better positioned to scale sustainably.