LandAid
Pro-bono charity rebrandDesigning clarity across large, sensitive content ecosystems
Pro bono redesign of a charity website supporting the property industry in tackling youth homelessness, with an original sitemap exceeding 300 pages.
The content needed to remain largely intact while becoming significantly easier to navigate for multiple audiences with different needs and motivations.
Defining the audiences was a lengthy, collaborative process involving numerous stakeholders, each bringing different perspectives and priorities; as a result we identified multiple distinct audience segments that vary significantly in size and preferred channels of engagement.
The solution focused on simplifying information architecture, introducing modular systems, and improving discoverability without erasing nuance.
I led UX strategy and discovery, working with stakeholders and strategists to define audiences, priorities, and journeys.
I also mentored junior designers and work-experience placements throughout the project.
Comparison between old and proposed sitemaps, where a 10x compression has been achieved, simply by changing the information flow.
Navigation modules
The design system was built to make full use of the interchangeable colours in the palette. With the support of some additional tints for digital use, the system was tokenised to allow maximum flexibility when using semantic definitions.
Filter/search panels
OutcomeA clearer, more navigable platform aligned with the charity’s mission and values.
Agency
J2
My role
Digital Design Lead
Credits
Tom Palmer, Creative Director
Tom Hadaway, Brand Designer
Luke Wiggs, Senior Designer
Roy Chan, Senior Designer
Costanza De Luca, Illustrator
Maciej Kowalewski, Junior Designer