The Foundation for Innovation in Healthy Food (FIHF) is a non-profit aiming to improve the nutritional value of food without changing consumer habits.
I used research to make the site speak to every user and turn visits into actions.
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The biggest challenge wasn’t visual but message clarity.
Its website wasn’t effectively communicating the value of the foundation to its highly diverse audience.
FIHF needed to show why their work matters to funders, scientists, and everyday people alike.
UX Researcher & UX Copywriter
Founder, Designer, Dev Team
Figma, Hotjar, Semrush, GA4
March – May 2025
I started by understanding the foundation’s goals, challenges, and users. To move beyond assumptions, I combined:
Users can’t easily see where they are on the site or how far they are in a process.
The language is too technical for many users, like farmers or the general public.
There are no shortcuts or personalized paths for most repeated user types.
Navigation doesn’t make it clear how to go back or undo an action.
Links and buttons appear in different styles, which can confuse users.
Forms don’t show real-time feedback or clearly mark required fields.
Key sections aren’t visually clear, so users must remember where to find things.
The site looks clean but feels cold and impersonal because of heavy use of stock photos.
There’s no Help or FAQ section to guide new users.
From the interviews, I extracted the main needs across audiences:
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