Persona 01
The Casual Gamer
"I play in idle moments. If it takes more than 30 seconds to start, I'm out."
Idle play
Low commitment
Mobile-first
Swipe Out Hunger, redesigned to
scale.
In the years after our redesign, Swipe Out Hunger's organic traffic grew 375% and branded search 604%.
MPL Gaming
·
Real-money Platform
·
U.S. Market
At a glance
8 weeks, from research to handoff.
W1
W2
W3
W4
W5
W6
W7
W8
01
Weeks 1 — 2
Research
User research · Competitive audit · Site analysis
02
Weeks 3 — 4
Strategy
Trust architecture · 6 principles · Landing strategy
03
Weeks 3 — 4
Strategy
Trust architecture · 6 principles · Landing strategy
04
Weeks 5 — 7
Design
20+ templates · Design system · Component library
05
Week 8
Handoff
Roadmap · Tokens · Specs
TOOLS
2 + 1
Designers · Strategy lead
Method
9 audits
3 personas · 1 trust architecture
Testing
20+ templates
Home · Bingo · Categories · Blog
Engagement
WCAG 2.1 AA
Accessibility standard
The Client
The national nonprofit ending college student hunger.
MPL · Player Base
Swipe Out Hunger began in 2010, when a group of UCLA students started donating unused meal swipes to classmates who needed them.
It has since become the leading national organization on student food insecurity, working alongside campuses, students, and legislators across North America. Roughly 40% of college students face food insecurity.
Founded
2010 at UCLA
Reach
1,000+ campus partners
Impact
20.5M+ meals since 2010
The Challenge
The website had fallen behind
the movement.
Swipe Out Hunger was scaling nationally. Its site and brand still looked like the student campaign it started as.
Problem 01
Credibility.
The site read like a campus project, not a national nonprofit. Campuses, donors, and legislators weighing a partnership found little that signaled institutional weight.
Problem 02
Audience.
Students seeking help, campuses considering partnership, and funders deciding whether to invest all arrived through the same undifferentiated experience.
Problem 03
Identity.
The brand had not kept pace with the organization's growth. Its visual language undersold both the urgency of the issue and the scale of the work behind it.
Drag / scroll →
Before / After
Same platform,
rebuilt for a new market.
Drag the handle to see how the experience changed, from a generic gaming site into an institution-grade platform built to earn trust with skeptical U.S. players.
Before
After WANDR
Our Role
Design through handoff.
No development.
01
Full website redesign across the public site
02
Brand refresh and updated visual identity
03
UX structure serving students, campuses, donors, and advocates
04
Design system and reusable component library
05
Final assets delivered as a Sketch file, ready for build
Research
Before any pixel moved.
We spent the first phase of the engagement doing three things in parallel — user research, competitive benchmarking, and an audit of the current site.
63.17%
User Research
Three personas grounded in behavior.
Casual gamer, committed player, office-context player. Each with different trust thresholds and conversion triggers.
5
Competitive Benchmarking
9 platforms audited.
Across gaming, real-money gaming, casual entertainment, and bingo. We looked at how they earned trust — not what they said.
91%
Current Website Analysis
Structured teardown of MPL's existing site.
Where it was costing conversion, and which assumptions about players the data didn't support.
The three personas we built.
Persona 02
The Committed Player
"This is a regular habit. I need to know my money is safe and the games are fair."
Daily session
High stakes
Trust-driven
Persona 03
The Office-Context Player
"I play with colleagues. Social proof and community matter as much as the games."
Social play
Peer-driven
Community-led
Six principles, each tied to
a failure mode.
Principle 01
Trust
Lead with trust,
not game count.
The old site led with breadth. The new site leads with credibility signals — licensing, security, fairness — the barrier to first install in the U.S. market.
Principle 02
Segment
Segment the
landing experience.
Casual, cash-game, and bingo players don't share a funnel. We built differentiated entry paths so each audience sees what matches their motivation.
Principle 03
Bingo
Design bingo as
its own product.
Bingo has its own demographic, competitive landscape, and purchase behavior. It gets its own landing page strategy — not a shared one.
Principle 01 of
6
THE KEY INSIGHT
20+ templates, each carrying its own role.
Each surface was designed against the trust architecture. The home leads with credibility. The bingo page operates as its own product. Categories segment by player motivation. Every CTA names what the player is committing to.
Screen 01 of 08→ Scroll horizontally
Outcomes
What the redesgin set up.
The engagement closed with a complete handoff package: page designs across 20+ unique templates, research documentation, a trust architecture framework, a design system, and an implementation plan ordered by impact.
01 · Trust
+375%
Monthly organic traffic628 to 2,980 visits
02 · Intent
+604%
Branded search traffic384 to 2,702 visits
03 · Speed
+180%
Keywords ranking in the top 35 to 14 keywords
04 · Clarity
+33%
Total ranking keywords1,412 to 1,878 keywords
Source: Semrush, swipehunger.org. August 2019, immediately post-launch, to March 2023.
Client Voice
In their words.
“
WANDR understood that our work is about dignity as much as access. They gave us a website and a brand that finally match the scale of our mission, warm, credible, and built to grow with us.