Client- yanshoof
Deliverables- website, logo
Role- UX+UI designer, brand designer
Team- Project manager, design mentor- head of design in sundaysky.
Watch live site
Yanshoof is a non-profit organization dedicated to halting Israeli security exports to regimes involved in genocide, ethnic cleansing, and deliberate harm to innocent individuals. Recognizing the budgetary constraints faced by organizations like Yanshoof, Fine Line, a company engaged in social action, collaborated with the association to design its digital presence at a subsidized price. Understanding the significance of modern and innovative digital visibility in today's world, Fine Line aimed to provide Yanshoof with a compelling platform to further its cause.

The Process

User Questionnaire and Personas
Goals and Target Audience
Competitor Research
Values and Vision
Information Architecture
Design Concept



  1. The website will shed light on the issue, through data-driven content.
  2. The website will encourage active support for the cause.
  3. The website will provide diverse partnership opportunities.

User Research

To gather information about the association's supporters, their awareness of the issue, level of activity, and the response rate to the questionnaire, I designed a comprehensive questionnaire consisting of 10-15 questions. After collecting the data, I created a presentation highlighting the most important findings for the client.

From the research findings, I formulated the target audience for the website and identified their specific needs. This informed the creation of personas, which helped guide the design process.

Competitor Research

I conducted a comprehensive analysis of Israeli and international websites directly or indirectly related to Yanshoof's activities. This research involved examining the tone of voice used, information distribution, site structure, and the primary messaging hierarchy. Additionally, I explored the prevailing design elements in the field, including color palettes, font usage, and design approaches.

Values and Vision

The website design is centered around the core values of clarity, accessibility, and encouraging action. It aims to serve as a platform for partnership and provide reliable information on the subject matter.

User Journey

The user journey on the website begins with the presentation of reliable data and articles related to the subject. Users then proceed to explore the association and its vision, ultimately culminating in the opportunity to become partners in the goal and take action.

Information Architecture

I developed three distinct options for the information architecture and presented them to the association's directors. Together, we selected the option that best suited their needs and goals.

Low Fidelity Wireframes

Following the confirmation of the information architecture, I proceeded to create a low-fidelity wireframe, starting with the home page and subsequently extending to other pages on the site. I focused on establishing a solid content structure and defining components that would suit various content types.

Design Concept

I presented the clients with two distinct design concepts for the website, encompassing elements such as fonts, color palettes, graphic elements, and image usage.

During the design concept phase, I identified a need for a logo that could effectively represent the association both within and outside the website. Drawing inspiration from their values and goals, I designed a logo that integrated the three key values into a concise and impactful message.

The chosen design concept, "It's in Your Hands," aims to connect users with a sense of responsibility for the issue, emphasizing their capacity to make a difference. The concept emphasizes the user's impact and active involvement on the website. Infographics play a crucial role in conveying messages, providing accessible and engaging tactile and numerical data to the public.

Final Result

The visual language of the website is characterized by powerful headlines that create a strong impact. Data is presented using engaging infographics. The use of impactful imagery, featuring individuals affected by the issue in underprivileged countries, helps to drive the message home. Additionally, elements from the world of weapons and warning signs are incorporated to enhance the visual impact and convey urgency.


The project emerged as a pioneer among social projects in Fine Line, leading to the development of the social department. Yanshoof gained increased awareness and support within the country. This project showcased the importance of digital visibility for associations, enabling them to effectively convey important messages and promote significant values.

After the website launch, the association continued working with us as a team. I provided them with social media templates and conducted training on Figma to facilitate their regular operation of social networks. Additionally, we initiated the project to translate the website into English to reach a wider audience. I also delivered lectures on the design process and provided interviews on the subject.

Lessons Learned
Throughout the project, we encountered challenges in bridging the gap between design and final development, resulting in multiple rounds of quality assurance. To address this issue, I collaborated with the developer to create a comprehensive document that would facilitate communication and decision-making between designers and developers from the project's inception. The project also taught me the significance of personal commitment to social action and the impact of every decision made in raising awareness for important issues and promoting crucial values within the country.
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