Tree of Goals
Breaking Language Barriers in Disability Services
Tree of Goals is a disability service provider committed to assisting individuals in need. My involvement focused on redesigning their digital platform to better connect with their primary audience, particularly non-English speaking clients, and to establish effective lead generation for their services.
My Role
I was responsible for the end-to-end UX/UI design and content strategy for Tree of Goals' complete website redesign. My core focus was on visual communication and ensuring cultural accessibility for their diverse, multilingual audience.
I increased weekly website visits from near-zero to 500+ with a 2.5% conversion rate, establishing a sustainable client acquisition pipeline for the disability service provider.
the problem
Disconnected Digital Presence
Tree of Goals' existing website was failing to connect with its primary audience—non-English speaking clients seeking disability services. This critical disconnect resulted in zero lead generation and hindered business growth, despite the quality of their service delivery.
the solution
Visual-First Accessibility Platform
I designed a culturally-responsive website emphasising visual service communication through iconography and bilingual support system resulting in increased weekly website visits from near-zero to 500+ with a 2.5% conversion rate, establishing a sustainable client acquisition pipeline for the disability service provider.
Bilingual Accessibility Integration
Language switching functionality for primary target languages being Arabic & Vietnamese
Culturally appropriate visual elements and color psychology
Localised content strategy addressing specific community needs
Visual cues supporting non-fluent English speakers throughout user journey
Dual-Purpose Platform Architecture
Client-facing service discovery and inquiry system
Integrated job listing CMS for employment opportunities within disability services
Streamlined application process reducing friction for potential employees
Extending the Brand: Off-Platform Design Assets
My role at Tree of Goals involved a cohesive brand identity across various forms of collateral including staff uniform, fridge magnets, business cards & presentation folders.
