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The Challenge
Food waste is a growing global problem—while tons of perfectly edible food go to waste daily, thousands still go hungry. Second Helping, a community-powered food rescue movement, needed a website that could rally support, earn trust, and drive real action.
The Concept
I built the website around a simple yet powerful belief: good food should feed people, not bins. The concept was to create a mission-driven brand experience that blended storytelling with conversion.
Every design decision, from layout to typography to imagery, was made to feel community-first, hopeful, and action-oriented. Instead of sounding like a charity plea, the tone positions Second Helping as a movement that empowers people to make small actions with big impact. Clear structure + emotional narrative + easy CTAs = momentum.
The Goal
The goal was to create a high-impact, high-conversion website that mobilises support. The site needed to:
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Clearly explain how food rescue works
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Build trust through transparency and proof of impact
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Offer multiple entry points for action (donate food, volunteer, sponsor meals, or request support)
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Humanise the mission with real stories and community language
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Reflect credibility and heart through thoughtful UX and copy
Ultimately, the goal was to design a site that turns curiosity into contribution.
The Process
Discovery
I started by researching food rescue organisations globally and studying user behaviour across nonprofit websites. I identified two primary user groups: Helpers (donors, volunteers, sponsors) and Seekers (individuals and families needing support). One major insight emerged: users don’t act unless they trust both the mission and the process.
Insights Captured
Through UX analysis, I identified three key principles to guide design:
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Clarity builds trust; simplify the mission in under 10 seconds
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Emotion drives action; statistics alone don’t move people
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Friction kills momentum; every step must be simple and intuitive
These insights shaped the navigation, messaging, and structure of the site.
Development
I created a linear scroll experience that tells a story. The hero section immediately communicates purpose and offers a clear CTA.
The “How It Works” section breaks down the process simply to reduce confusion. The impact section uses a clever “impact receipt” visual to deliver proof in a memorable way. Real stories from families build emotional trust, while the “Get Involved” section uses branded coaster-style buttons to creatively invite participation.
The tone is warm and human— no guilt, just community.
The Outcome
The final website transforms Second Helping’s mission into a story of action and humanity.
It provides clarity for new visitors, purpose for supporters, and dignity for beneficiaries. The website structure is scalable, allowing future program pages and campaign content to plug in seamlessly. Most importantly, the experience makes it easy for anyone, no matter their background, to join the movement.
This piece demonstrates my ability to merge brand storytelling, UX strategy, and UI execution to build meaningful digital experiences with measurable impact.