Case Study
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Year
2026

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↓ Case Study

Platform
Web · Hebrew RTL

Web Design · Non-Profit · 2026

ELEM

NGO WebsiteDonation UXYouth at Risk

The Project Prototype Complete

Redesigning ELEM's digital presence — so anyone who needs help can find it in seconds.

Israel's leading NGO for at-risk youth had powerful work and a broken website. I rebuilt it from research to prototype: cleaner hierarchy, fewer steps to donate, anonymous first contact.

Web Design UX Research Hebrew RTL Non-Profit

Case Study

Youth 21,000+ at-risk youth helped

Reach 80+ cities across Israel

Donation 4 → 2 steps to donate

Pages 4 pages redesigned

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ELEM's work is powerful. Their website wasn't.

ELEM has supported at-risk youth in Israel since 1983 — 2,000 volunteer mentors, 21,000 young people, 80+ cities. But their digital presence was cluttered, slow, and didn't reflect the urgency or humanity of that work. Donors dropped off. Volunteers couldn't find how to join. Youth in crisis couldn't navigate to help.

Before Original site — cluttered, no clear CTA

After Redesign — human-first, action-forward

Problem

No emotional hook above the fold

The homepage opened with a navigation bar and dense institutional copy. The human story — the teen on the street, the volunteer who showed up — was buried below layers of bureaucratic text.

Problem

Donation took 4 steps, too many

Users had to navigate, find the link, land on a separate page, and complete a multi-step form. Most dropped off. The volunteer application was even more complex with no clear payoff.

Solution

Lead with the human moment

A split hero — photo on the left, action on the right — grounds the user in the reality of the work immediately. Two bold CTAs, above the fold, always visible. Donate in 2 steps.

02Research

Two audiences. Very different needs.

Before touching a single pixel, I mapped who actually uses ELEM's site — a youth in crisis reaching out anonymously, and an adult ready to donate or volunteer. Their needs pull in opposite directions.

Primary Audience

At-Risk Youth
Ages 12–25

Youth who dropped out of school or social frameworks

Young people in emotional, social or family crisis

Seeking help discreetly — anonymity is essential

Need: quick access, informal tone, safety, no barriers

Secondary Audience

Adults & Influencers

Parents, educators and social workers

Potential donors and public institutions

Volunteers looking for meaningful commitment

Need: credibility, clear info, donation trust, action path

User Pain Points

Lack of trust in institutions. Sensitivity to tone and design. Primarily mobile users. Some lack family support — they come alone and need to feel safe immediately.

How They Use the Site

Search for immediate support. Start a chat or send a form. Find a nearby support centre. Read empowering content. Everything needed to be reachable in under 2 taps.

Primary Goal

Fast, clear, safe access to help — and positioning ELEM as a credible, professional, and impactful organisation. Those two goals can never be separated.

03Design Decisions

Colour that works. Not colour that decorates.

Every choice is intentional. Dark navy anchors trust and authority. Orange signals action — and only donation uses it. Hebrew Heebo Black for impact. White space to breathe.

Colour Palette

Navy
#1a2a4a

Action
#e8734a

Blue
#2b4a7a

Warm bg
#f7f4f0

White
#ffffff

Orange is reserved exclusively for donation CTAs — never reused — so users instantly recognise the action that funds the mission.

Typography

Heebo Black

All Hebrew content · RTL · Impact headlines

Space Grotesk

UI labels · Navigation · Metadata

Inter Regular — body text, descriptions, form fields.

Split Hero — Photo + Action

Left: full-bleed photo of youth with a mentor. Right: dark navy with headline "רגע אחד משנה הכל" and two clear CTAs. Grounds the user in the mission before asking anything.

Donation in 2 Steps

Reduced from a 4-step external form to a single on-page flow: choose amount (with real context — what each amount funds) → checkout. Friction removed at every turn.

Anonymous First-Contact

At-risk youth need to reach out without fear. The site leads with anonymous contact — no form, no login, just a phone number and chat. Trust before data collection.

RTL-Native Layout

Every grid, button, and animation was designed direction: rtl from the start — not retrofitted. Hebrew typography at display size with correct optical spacing and weights.

Volunteer Flow Simplified

A short interest form (name, availability, area) routes volunteers to the right programme coordinator within 24 hours — replacing a 20-question PDF application nobody completed.

Impact Numbers Above the Fold

2,000 mentors. 21,000 youth. 80+ cities. These numbers appear high on the homepage — not buried in an "About" page. They answer the donor's first question: does this actually work?

04Key Pages

Four pages. One clear hierarchy.

Each page serves one primary goal. The hierarchy is strict — no page tries to do everything.

01 · Homepage — Lead with impact

02 · Volunteer — Make it easy to say yes

03 · Activities — What ELEM actually does

04 · Donation — Friction removed

05Design Impact

Clearer pathways for those who need help fast.

The redesign wasn't about aesthetics — it was about clearing the path between a person in crisis and the help that exists for them.

4→2 Donation steps

0 Login required

4 Pages redesigned

100% Hebrew RTL native

Outcome

Donation conversion simplified

The new donation page is a single screen. Amount selection shows what each amount actually does — ₪50 provides supplies for one teen per month. Emotional clarity drives action.

Outcome

Trust built before data collected

At-risk youth can reach out anonymously through WhatsApp or phone — no form, no account. The redesign leads with contact, not paperwork. Information hierarchy inverted.

Outcome

Volunteer path is now one short form

From a 20-question PDF that lived on a confusing page, to a three-field interest form that routes users to the right coordinator within 24 hours. Drop-off eliminated.

ELEM

ELEM's work is powerful. Their website wasn't.

No emotional hook above the fold

Donation took 4 steps, too many

Lead with the human moment

Two audiences. Very different needs.

At-Risk YouthAges 12–25

Adults & Influencers

User Pain Points

How They Use the Site

Primary Goal

Colour that works. Not colour that decorates.

Colour Palette

Typography

Split Hero — Photo + Action

Donation in 2 Steps

Anonymous First-Contact

RTL-Native Layout

Volunteer Flow Simplified

Impact Numbers Above the Fold

Four pages. One clear hierarchy.

Clearer pathways for those who need help fast.

Donation conversion simplified

Trust built before data collected

Volunteer path is now one short form

See ELEM live in Figma.

At-Risk Youth
Ages 12–25