Bully No More!
The Musical
CLIENT
Bully No More! Musical
YEAR
2026
SCOPE
Website Design · UX / UI · NGO
A mission without
a structure to match it.
Bully No More! The Musical is a nonprofit using arts-based education to help children recognize and respond to bullying. The founder built the website herself, but it wasn't converting. Three goals, licensing the musical, driving merch sales, and attracting donations, were all being missed.
The site had no information architecture, no visual hierarchy, and no clear calls to action. The licensing link was buried at the bottom of the homepage. There was no single place that brought all three conversion goals together.
When asked what the most important action she wanted visitors to take, her answer was: "We want kids to heal and thrive." That's a mission. My job was to turn it into a website.
BEFORE
No clear user path. Three conversion goals buried across separate pages.
- ◆Homepage leads with imagery and text but no clear headline or primary CTA
- ◆Licensing link buried at the bottom of the page
- ◆Navigation organized around content types, not user goals
- ◆No single place to license, donate, or shop together
Site audit
Went through every page and documented what wasn't working: no user paths, confusing navigation, buried CTAs, and no visual hierarchy or emotional storytelling.
IA first
Mapped the three core goals, licensing, donations, and merch, and rebuilt the navigation and page structure around them before touching visual design.
Collaborative refinement
Shared the new IA with the client, incorporated their feedback, then moved into design with a clear, agreed structure as the foundation.
A site built around
what visitors need to do.
The redesigned homepage leads with a clear value proposition and a primary CTA above the fold. From there, it tells a story: who they are, what the musical does, who the characters are, and what the organization offers beyond the show itself.
Navigation was restructured around user goals. The licensing page replaced a buried link with a dedicated space where schools and theatres can understand the process and take action. Donation and shop CTAs appear consistently across the site, so every visitor has a clear next step, wherever they land.
AFTER
NEXT PROJECT
Neighbors Immigration Clinic→