Abrace is a longstanding nonprofit supporting families of children with cancer and hematological conditions. When I joined as lead developer and product designer, the objective was to rebuild and stabilize their digital presence with zero downtime — including preserving the full donation history during an infrastructure transfer — while improving user engagement and future maintainability. The project also required seamless integration with the client’s CRM processes and donation service, with ongoing optimization after launch.
I led the project end-to-end, from briefing and architecture planning to launch and continuous maintenance. The site was built on WordPress, with a custom design system I conceived and implemented to ensure consistency and scalability across components. I integrated the external Cielo donation service, multiple custom forms tied into the client’s CRM (via RD Station), and implemented analytics tracking using Google Analytics and Search Console for performance monitoring. AI tools were used strategically to diagnose issues and fuel performance improvements. Monthly optimizations focus on UX and SEO refinement to drive better organic results.
The results speak for themselves: a 47% increase in monthly active users (MAU) since launch, along with consistent positive client feedback praising the site’s quality and long-term reliability. Even post-launch, the client continues to commend the project’s impact and execution.
Key technologies: Figma, WordPress, RD Station CRM, Google Analytics, Search Console, AI-assisted optimization.
