Hooked on Fishing

Worked in a team of six to redesign the look and feel of Hooked on Fishing’s website to increase the number of online donors, volunteers, sponsors, and visitors.


Hooked on Fishing is a non-profit organization based in Peoria, Illinois. They are a fishing park that provides locals with an opportunity to fish in Peoria Lake. They have been in operation since 2008, providing local children, veterans, special needs groups, and senior citizens the opportunity to experience the joys of fishing.

You simply have to bring yourself. Hooked on Fishing provides you with all the fishing rods, bait, and experience needed to land your first fish. Our point of contact for this project was executive director Adam Singly, who provided us with the direction he had in mind for the website. We were brought into contact with Adam by means of our course professor, Gregory Lynn.

The Challenge

Our client was focused on solving user engagement. People generally used the website for booking; however, donations, volunteer applications, and sponsorships were hardly ever gained through the site. These essential parts of the business were being carried out by the staff, but they have relatively few employees so our team wanted to create a site that accounted for these shortcomings.

Each business asset (donate, volunteer, and sponsor) has its own user flow; therefore, we needed to find a way to simplify and optimize each for this site. All of this needed to be accomplished under the scope of creating a new, more intuitive website interface.

Previous website design

Roles & Responsibilities

My role in the team was the client relations manager, so I set up client meetings where we discussed progress and steps moving forward. I was also a UX designer, collaborating and mocking up screens with my team.

Hooked on Fishing Final Moodboard


The Solution


In terms of brand, we kept the black and off-white as a simple base, but the site was missing accent colors that would draw users attention. We supplemented the black and white with a dark blue and orange color to have more control over the viewers gaze. After that, we added new sans and gothic fonts we thought matched the look and feel of the existing logo. 

With this new design framework in mind, we could start creating a website. Before starting, we also made sure to highlight exactly how Hooked on Fishing benefits the community and the type of content we would strive for. We decided to focus on the benefits of being outside, as well as the mental effects of engaging with nature and others.

Layout & Content

First, we determined the site’s structure or information architecture. This encompasses how the user would click through the site and which pages went where. This step is imperative to increase user engagement and website flow. 

  • We had a Home page that contained what the company does and how to get involved. 
  • The Booking page pretty much stayed the same in terms of steps and layout. 
  • The Get Involved page includes portals to donations, volunteers, and sponsors. 
  • The events page shows upcoming events the park will be holding. 
  • Our Community page has sections for a catch of the week, fishing report, and volunteer of the month. 
  • Finally, we have a basic Contact Us page if anybody has questions.


Throughout the processes, our team gave a facelift to the existing procedures and simplified the navigation. Our biggest overall of design was to the landing page. For this, we followed the Storybrand framework, by Donald Miller: A character, has a problem, and meets a guide, who gives them a plan, and calls them to action, which helps them avoid failure, and ends in a success. When applying this framework to Hooked on Fishing, my team realized our main priority would be to get visitors to the park. From there, the employees and volunteers do everything they can to help you land your first fish. 

Information Architecture


Our team’s changes have resulted in a total revamp of the website. The color, font, and image changes gave new meaning to the website. With a good color scheme we were able to accurately highlight important calls to action and we gave a much-needed splash of life to the existing content. Our restructuring of the pages made user navigation easier. New website visitors will now be able to tell what Hooked on Fishing is all about and how to get involved; whether that be volunteering, donating, sponsoring, booking a visit, or keeping up with events.

Check it out

Special Thanks to my Team

Maddox Binder

Scrum Leader

Joe Weaver

UX Designer

Ethan Nelson

Software Engineer

Anna Miller


Brent Walters

UX Designer

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