Jewish Agency for Israel Website

Global website for the Jewish Agency for Israel


The Jewish Agency for Israel is the largest jewish non-profit organization in the world. Their job is to inspire Jews throughout the world to connect with their people, heritage, and land, and empower them to build a thriving Jewish future and a strong Israel.

Although they already had a live website for a long time, it was outdated and wasn't reaching their target audience.


My role

I worked side by side with the New York based agency Faire Design from research to information architecture. And then, finally, pixel-perfect layouts and documentation.

Redesign objectives

The redesign of the site was part of a comprehensive marketing strategy to modernize the brand and future offerings. Their wish was to make it a showcase of all Jewish Agency offerings and experiences, increasing donations and participation.

Analysing the previous experience

First findings at Analytics

JAFI’s website is, primarily, a content website, so it’s common to have a lot of articles being published everyday. However, we were shocked when we got to the analytics and saw their current website had a scaring number of 32000+ pages and 105,460 URLs.

Pain points

We discovered the consequences of having more content than you can handle and here are they:

Ux Challenges

Qualitative Research

To whom the agency was addressing their content? So we got in touch with a series of jewish people in a qualitative research to find out if their content was actually reaching them.


Our approach during this research was to have a very open-minded and informal conversation. We divided the interviews into two moments where we would ask them about different stuff:

Bond with their community — In this first stage, we were trying to understand how people would describe their connection with the jewish community in general.

Relationship with the Agency —
Secondly, we asked if they knew the Agency and if, at some point of their life, they have been in touch with the Agency and if they used their website.


Through our research we found out that people with stronger bond with their community would usually know the Agency more intimally since these people would often be donors, volunteers or even an Oleh (someone who made Aliyah).


To summarize the research results and help us to better empathize with users, we created personas:

User Journeys

From those Personas, we picked the ones that better represented the main targets for JAFI content and mapped their User Journey to understand how to improve the experience in each one of those points.



Based on how users expressed themselves about the Agency’s site, talking about their experience and what they expected the site would do, we defined it should:

New Architecture

When we restructured the site’s architecture, we were seeking something very straight-forwarding and engaging. So we abandoned the previous taxonomy logic of grouping contents by themes and started grouping content by actions. So, in this new structure, the Agency would be showing itself less like a blog and more like an, well, agency.


Home page template

The agency's entrance hall. It presents the agency in a global level while still calls users to action in geolocated engagement programs.

Articles template

When we designed the Article Template, we were willing to craft a series of components that allow versatility and flexibility for editors to be creative yet consistent while writing articles.

The other templates

Other projects: