The first step in our process was to understand existing user behaviour and endeavour to comprehend why people were coming to the Nacro website, how they behaved and what actions they took. Through a combination of quantitative and qualitative research including user surveys, we extrapolated data to help influence the new information architecture. Our insight allowed us to learn that the existing audience was made up of ex-offenders, their relatives/loved ones, and those who want to help them (including health, education and criminal justice system professionals as well as potential employers). With this in mind, we took a services-led approach in order not to silo users by their situation.
With a recently developed brand, our attention then shifted to incorporating Nacro’s updated assets and creating digital designs that truly reflected the organisation’s forward-thinking outlook and clearly differentiated between services. Utilising the brand’s arrow motif that represents forward progress, we constructed a design system with a stripped-back palette that intuitively signposts users to help and support.