Breaking into tech
Breaking into tech can be difficult. Merit America is a nonprofit organization that creates fast, flexible pathways to family-sustaining careers for Americans without 4-year degrees. They needed a site to convert qualified leads to extend their program nationwide.
![](https://assets-global.website-files.com/5b2fca85275c8cef976acad6/64641f4553832fa04b17779e_Merit_Homepage.png)
Optimized to encourage action
The updated the visual brand and website were tech-forward while feeling accessible and attainable, highlighting graduates’ paths before and after the program to ensure new learners can be confident in their ability to achieve success.
![](https://assets-global.website-files.com/5b2fca85275c8cef976acad6/6465695a40079becfcb2160d_Merit_Mobile_1.png)
![](https://assets-global.website-files.com/5b2fca85275c8cef976acad6/6465697148d566b49c80797a_Merit_Mobile_2.png)
Audience-first benefits
User-testing showed us different narratives led to different levels of interest. A block-based design system allowed Merit to test different variations of their appeal to optimize conversion rates.
![](https://assets-global.website-files.com/5b2fca85275c8cef976acad6/64656766cbd655954f447650_Components.png)
Results
In one year, the site saw a 77% increase in application conversions.