Changing Faces needed a site that helps deliver more advice, support and services to their users, while also driving online donations and providing a platform for people with a visible difference to tell their stories.
As an inclusive charity dedicated to equality, the website needed to be welcoming, supportive and friendly for all users, whether they were a vulnerable young person being bullied for their visible difference, concerned parent, committed supporter, health professional or journalist. The design needed to push the brand identity while representing the core values, becoming a key pillar of the wider organisational strategy.
With a clear digital strategy in place and transformation happening across teams internally, it quickly became clear that we needed a content strategy to shape our Discovery process. Workshopping these brought the various internal teams with us, outputting content USPs, a content purpose summary, SEO guidelines and finally Content Guidelines, complete with an editorial process.
With internal teams aligned, it was time to get closer to our users by developing user personas and narrative user journeys.
These all shaped our lively information architecture workshops, which built consensus around the navigation and homepage. These were then validated with an online survey and card sort, which ensured our assumptions were endorsed by eventual users of the site or challenged and adapted.