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Prairie Pride Coalition
Directory Redsign & Sponsorship Strategy
The Prairie Pride Coalition’s Business & Resource Directory has supported the Central Illinois Q+ community find affirming businesses.
At a time when a lot of businesses are removing themselves from advocacy-related causes (like LGBTQ+ programs and initiatives), the Directory needed to uplift supportive community businesses.
For many people who are looking to relocate to Central Illinois, the Directory is a great resource and the first introduction they have with the LGBTQ+ community locally.
Results: New directory with actual information, largest visitor amount on the website, And began a sponsorship program tied to the directory (results tbd)
01 / The Challenge
Directory was a list of links to FB pages or websites, didn’t show who was Q+ owned, nonprofit or had inclusive restrooms.
Because some community members also reported feedback that some businesses were no longer affirming (for whoever reason) there needed to be a feedback/reporting measure for directory applications.
02 / The Process
Community Feedback Strategy
Before designing, we analyzed the available website data to identify where the user journey was breaking down.
We learned some critical information about the website:
The fragmented Donation Pipeline made it hard for supporters to join easily
Low engagement rates meant people were not reading the information on the page, even if they found it
- Lacking cultural relevancy didn’t speak to the community-driven work or connected to any language tools
The redesign was centered around a single question: What does someone need to understand in the first 30 seconds to take action?
We restructured the information architecture to deliver three clear outcomes: trust, cultural resonance, and a direct path forward
02 / The Results
04 / The Impact
Updated Directory
By removing administrative hurdles and introducing a culturally resonant digital experience, the redesign successfully converted visitor intent into measurable community support.
Accelerated Funding: Total donations surged in the first quarter of 2026 alone, quickly outpacing previous donation baselines despite a more streamlined content footprint.
Increased Reach: Total web traffic grew to 1.5K visits in Q1, proving that the new brand identity successfully expanded the organization’s visibility and attracted new visitors to the platform.