Children and Screens: Institute of Digital Media and Child Development, an international non-profit organization founded in 2013 to understand and address compelling questions regarding media’s impact on child development. The website acts as a digital repository of all the research and is the main user touch point. The goal was to make the website more accessible for several audience types (parents, educators, researchers, and clinicians) leading to higher engagement and ultimately to more donations. To keep the project user-centered, I directed the UX research to develop four different personas, empathy maps, and consumer journeys which revealed user pain points, for example, time spent on navigation and issues with content accessibility.