Fundraising Campaign Website - Global Beer Program
Overview
Ales for ALS is a global fundraising program that connects breweries, beer lovers, and donors to support ALS research. I led the UX/UI design of the website to better support multiple user types, increase participation, and make it easier for people to engage with the program—whether by donating, attending events, or joining as a brewery.
Since its launch in 2013, the program has raised more than $6.5 million through breweries in 47 states and six countries.
User Interface
Responsive Website
User Experience
Brand Identity
Cross-functional Team Collaboration
Key Design Challenges
Supporting multiple user types with different motivations and tasks
Adding new, flexible participation options for breweries
Increasing awareness of the program and urgency around ALS research
Improving clarity and usability across donation and sign-up flows
My Role
I served as the sole and lead UX/UI designer on this project, responsible for structuring the information architecture, designing user flows, and creating responsive UI designs that supported distinct user goals. My work focused on aligning business goals with user needs while preserving the program’s strong community-driven identity.
Users
Donors supporting ALS research
Beer enthusiasts looking to attend events or visit participating breweries
Brewers interested in joining or hosting fundraising events
User-Centered Design Highlights
Personas and journey maps tailored to donors, attendees, and brewers
Information architecture designed to route users quickly to relevant actions
Wireframes and Figma prototypes to test and refine key workflows
Design Solutions
Streamlined brewer sign-up flow with simplified contact forms and clearer participation options
User-type–specific, responsive pages and CTAs (donate, attend an event, visit a brewery, host an event, or join the program)
Before and after redesign
Featured blog stories, quotes, and photography from people living with ALS and participating brewers
Optimized page for beer drinkers to highlight upcoming fundraisers and encourage attendance
Lightweight design system in Figma to ensure consistency and scalability
Custom icons that represent the brewing process
Deliverables
Responsive Figma designs across breakpoints
Figma prototypes and documentation for development
Custom icon set
Branded graphic design assets, including coasters, business cards, hats, and shirts
Outcomes
✓ Promotes 50+ fundraising events annually
✓ 14% increase in participation within the first year of implementation
✓ Improved clarity and engagement across donation and participation workflows
What I learned
Designing clear, actionable workflows for specific user types improves engagement and retention
Extending design systems and brand identities helps create trust and recognition across a growing program