Emily Okey


Redesign the malala.org site to reflect the current mission of the Malala Fund and optimize for an increase in traffic following a key speaking engagement.

Project Timeline:
 3 Months

Team: Emily Okey (UX Designer), Noah Atkinson (UI Designer) 




Strategy & User Experience

A website on its own does not complete a campaign. One major aspect of this project was working in tandem with a strategist to figure out how the website could support the social strategy and how they both would live as part of a larger digital ecosystem.

The updated site would focus on the stories of girls in order to humanize the cause and reinforce the transparency of the organization.




The primary goal of the redesign is to establish a platform that promotes the work of the Malala Fund and the people who support it—giving the global education movement a home.

Ultimately the site would:

  • Inform visitors about the Malala Fund
  • Encourage participation and action
  • Communication information about the documentary


Optimizing for Mobile

A large percentage of traffic was visiting the site from mobile so a responsive site was key. Not only had to be responsive to the screen size but the content was reworked to account for different mobile behaviors and page load times.




The site overall saw an 89% increase in time on site and 238% increase in return visits.



Visit the site live at malala.org.


Using Format