Maskrosbarn

Maskrosbarn supports young people growing up with parents who are struggling, with addiction, mental illness or abuse. Both reaching those young people and funding the work run through the organization’s website.

I redesigned it around two goals that pull on the same pages. Make it easier for a young person to get help, and strengthen the organization’s fundraising. That meant a new digital chat experience built for youths in need, alongside content and flows for donors.

A young person arriving at this site may be doing something they have never told anyone about, possibly on a phone somebody else could pick up. Anything that feels institutional, bureaucratic or permanent raises the cost of that first message.

An adult donor arriving at the same site needs close to the opposite. Credibility, transparency about where the money goes and a clear path to giving.

Serving both from one site meant balancing tone, visual design and navigation so neither audience felt it had walked into a conversation meant for someone else. The fundraising side could not be allowed to make the help harder to find.

The chat interface was designed to feel safe, fast and welcoming, especially on mobile, where most young users arrive. The goal throughout was to lower the cost of first contact. Reaching out should take as few steps, decisions and disclosures as possible, with nothing on screen competing for attention while someone works up to writing.

I restructured the site’s information architecture so the youth-facing content speaks directly to young people and the donor content sits clearly apart from it. Each audience follows a path written in its own voice and neither has to read past the other’s material.

I ran usability tests with both young users and adults to validate the chat and the new site structure.

Sessions with young participants were arranged through Maskrosbarn, so recruitment, consent and any follow-up were handled by people who already knew them. With this subject matter that is part of the research design, not an administrative detail.

The insights went straight into iterations that made the experience more accessible, more engaging and more emotionally supportive.

The redesign gave the two audiences separate, clearly written paths. Young people reach the chat directly from the pages written for them. Adult visitors follow a donation flow that no longer competes with the help content for the same space.

The chat is what changes most for the people it is for. Removing the steps, decisions and distractions between arriving and writing lowered the barrier to first contact, which is the hardest moment in the whole journey.