Leucadia 101 x Keep Small Strong

Leucadia 101 x Keep Small Strong

UX/UI Design | 6-Day Sprint

Leucadia 101's website refresh aims to unite the local community through live stream events and engaging content that encourages virtual interaction as well as donations to the COVID-19 relief fund.

The challenge:

How might we? help save San Diego based non-profit organization, Leucadia 101 from going out of business amidst COVID-19. They only had 3 months worth of savings left and several local shops to support.

Team Member:

UX designer, Josh BL

Customers' pain points:

  • Where and how their donations will make an impact
  • The fear of socializing out during COVID-19
  • Their emotional state from being isolated
  • The uncertainty of how they can do their part to help out

Business goals:

Leucadia 101 aims to offer a wide variety of events each year that are aimed at creating a unique atmosphere for the residents to explore the community and stimulate their local economy.


This project was completed in a 6 Day sprint, using the British Design Council’s Double Diamond design process model. This approach was ideal for us to process our information and create viable solutions to help save Leucadia 101.

Double Diamond

Secondary Research Discoveries:

As most of you may know, small businesses throughout America have been negatively affected by COVID-19. Thankfully, Keep Small Strong has encouraged volunteers to come together to help update locals about small businesses in their community, while offering digital solutions that optimize those businesses’ online presence at no cost.

Lean UX Canvas

Leucadia 101 is a non-profit community-based organization that works in partnership with their neighborhoods, businesses, and surrounding cities to preserve and revitalize what it means to “Keep Leucadia Funky.”

“Fundraising is super important to us right now just because we haven’t been able to host our physical events. We’re basically hemorrhaging money at this point.”
Annika Walden,  Executive Director of Leucadia 101

What's the market gap?

Given that Leucadia 101 partners with numerous local shops, they had trouble identifying their competitors. So my teammate and I took the initiative to research and determine the companies and organizations that shared common characteristics and missions. This helped us to identify the essential features of the competitors’ websites, including the missing elements as well as the user’s mental model.

Competitive Feature Analysis

To differentiate our product, I envisioned it to feel more “guided to make a donation” by sharing Aspirational/Personal Storytelling — it should be as clear as possible to the user where to start and what to do. I also saw a chance to encourage reoccurring donors on the website.

Market Positioning Chart-Donations

Our second opportunity to stand out in the market lied between offering virtual events with high audience engagement.

Market Positioning Chart-Events

The User:

During our user research, we sent out 2 surveys surrounding donations and events and conducted 6 interviews. In a matter of a few hours, we were able to collect 90 survey responses along with rich data from our users’ interviews.

Qualitative Data
“If I see something that doesn’t give me a backstory or I don’t know their background, I’m not going to donate”
Maria Jose F.
“I feel comfortable going to parks, but I can’t say that I feel comfortable going to an event.”
John V.
“I support local vendors because they offer unique and original products you can’t find elsewhere”
Claudia D.
Quantitative Data



Once we discovered what was happening both on an organizational and individual level, we sorted our 115 collected data points into an affinity map, where we uncovered the users’ shared behaviors.

Affinity Map

User Persona:

Based on our discoveries, we were able to put a face to our user type, two faces actually. We created two user personas, one event-based named Virtual Valerie, and another donation-based, called Supportive Sam. This helped reduce the risk of losing sight of our users’ mental model.

User Persona-Donation
User Persona-Events

Task Analysis:

To get a sense of what the user currently experienced while navigating the Leucadia 101 website to view the upcoming events or make a donation, we broke down the steps users need to take to complete their tasks.

The first scenario was to identify the next events Leucadia was planning:

Task Analysis- Events

The second scenario involved making a donation to Leucadia 101:

Task Analysis-Donations

User Journey Map:

By visualizing and creating each of their phases, we added context to each phase to identify both Supportive Sam’s and Virtual Valerie’s main pain points.

User Journey Map-Donations
User Journey Map-Events



At this stage, it was beneficial to invite the stakeholders to be apart of our brainstorming session, to make sure ideas aligned with the business’ capabilities as well as creating a space where everyone gets a say. This also gave us a sense of common goals and purpose with our stakeholders, as we agreed to implement the circled ideas.

MoSCoW Method

The Minimum Viable Product:

Leucadia 101’s website will aim to unite the local community through live stream events and engaging content that encourages donations to Leucadia 101’s COVID-19 relief fund. This will include:

  • Donation goal attainment progress tracker
  • Live stream events
  • Dedicated page for donations
  • COVID-19 updates (pop-up/banner)

Jobs To Be Done:

Events main feature story: When stuck in quarantine, the user wants to experience live stream performances and unique online events, so that they can temporarily escape isolation, preoccupy their kid(s), and feel a sense of community.

Donation main feature story: When users visit the Leucadia 101 website they want to connect to the organization’s mission and story so that they feel empowered to donate which gives them a sense of hope and awareness.

Information Architecture:

By creating a site map, we analyzed and refined the steps taken towards a successful outcome.

User Flow-Donation
User Flow-Events

The blueprint below presents a rearrangement of the new pages (the blue highlighted boxes) in accordance with the original pages(the black boxes) by having a clear understanding of our value proposition. This helped prioritize our focus and centralized our visual thinking while building our prototypes.

Site Map


Concept Sketches:

Once we got the stakeholders’ approval, it was finally time to put our design direction on paper and create concept sketches that aligned with our minimum viable product.

Concept Sketches

Mid-Fi Prototypes:

Keeping in mind the insights from our usability tests, we were able to evaluate our concept sketches and apply the users’ requirements to our mid-fi prototype. A great solution to our problem was adding two hashtags throughout the website that would reinforce Leucadia 101's mission:

Mid-Fi Prototype

Visual Competitive Analysis:

Before creating our hi-fi prototypes, we gathered data from our 10 Mid-Fi usability tests and conducted a visual competitive analysis to analyze how our competitors’ websites were structured visually and identified key elements they used to persuade users to take action.

Visual Competitive Analysis

Atomic Design Inventory:

We established a design system to use as a pattern library to help create consistency throughout the website. You’ll notice that we incorporated the "Funky Leucadia" yellow for a pop of color and representation of the community.

Final Design:

After all of our research and testing, we created a high-fidelity prototype of the website which we tested. Our users made a valuable suggestion of adding texture to show more of the organic feel of Leucadia. As a result, a script font and textured background was added, which indeed emulated Leucadia 101’s personality.

Biggest Takeaways:

  • Share your discoveries with the stakeholder to validate assumptions.
  • Thinking outside the box can lead to great ideas.
  • Organizing and documenting your process reduces blockers
  • Collaboration reduces the risk of a narrow perspective.
  • Estimate the level of effort needed to complete tasks and time-box yourself.

Next steps:

Building up the ROI by adding a swipe up feature on Instagram stories and reference links on other social media channels to encourage users to visit donations and live stream pages.

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