What We Did

Lions Clubs International (LCI) is the largest humanitarian service organization in the world (by membership), with 1.4 million active members in 195 countries. Following its 100th anniversary, LCI knew it needed to reach the next generation of volunteers in order to grow its global impact.

As communication, engagement, and organization have increasingly become facilitated by digital tools, Lions Clubs International found its myriad of websites ineffective at supporting existing members and attracting new members. LCI and Hero envisioned a single destination to feature vibrant service stories from around the world, facilitate online donations, streamline organizing and tracking service projects, and enable creation of unique pages for each of their 47,000 clubs by integrating the MyLion app.

The new Lions Clubs International site immerses both members and non-members in the experience of service and is unlike anything other humanitarian organizations are doing.

Lions Club International website homepage with photo of volunteers and tagline

Our Impact


increase in new member inquiries


increase in website traffic


decrease in bounce rate



Closeup of Lions Club International's new website on laptop

CX Strategy

Hero Digital kicked off this project with stakeholder alignment around goals and extensive market and user research to validate the direction of this project. Our research delivered several key realizations: prospective members overestimated the time commitment required to join Lions; Lions members wanted a place to share their stories; existing members are eager to recruit new members; and Lions members have a lot of pride in their service.

The new website needed to improve members’ online experience and showcase stories that illustrate the impact of LCI membership to new recruits. To get broad consensus among stakeholders, the Hero team led two weeks of stakeholder interviews, talking to over fifty people, then led two weeks of member interviews, talking to seventeen people across five countries. Finally, we led a feature prioritization workshop with key executive decision makers to align on MVP website features.

Users exploring Lions Club International's website
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Products + Experience

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Products + Experience

While the LCI sites had many of the right content ingredients for retaining and attracting members, it needed a design, UX, and technology overhaul to ensure that they could deliver compelling, rich content tailored to particular types of users. We defined key personas for the site and mapped out user journeys that aligned with each stage of “pre-membership,” surfacing the right content and resources at the right times to keep interested parties engaged and leading them to ultimately join a club.

We created three unique Experience Models to demonstrate how the UX and content strategy could come together into a cohesive design. The LCI team used the Experience Models to align stakeholder around one final direction that the Hero team then created a robust design system from.

Because “Vision” is one of Lions Clubs International’s Global Causes, the website needed to be ADA compliant with WCAG 2.0 AA conformance. Additionally, the new design features streamlined online donations, a “Find a Club” location search, and a unique integration with the MyLion mobile app that provides each of the 47,000 clubs the opportunity for an on-brand webpage. In order to reflect the passion each member has for service, the site features rich storytelling from clubs around the world and a Service Launchpad to allow members to easily initiate and track a service project.

Lions Club website on iPhone
Lions Club website on iPhone
Lions Club website on iPhone
Hero’s thoughtful balance between strategy & creative helped deliver a new experience that can grow with members' evolving needs.
Patrick Rodwell Head of Global Marketing, Lions Clubs International
Full length scroll of Lions Club website redesign
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