Before and after shots of actionforchildren.org.uk website redevelopment.

1. Action for Children website redevelopment –
actionforchildren.org.uk

2. Before…
• Cramped, cluttered, and dated – both in
design and content. Not device responsive,
and built on a fragile codebase.
• Unengaging, with no clear narrative about
the organisation or what it does.
• Difficult to navigate and not user-centred –
far too much content (>5000 pages) and
information architecture reflected internal
desires and priorities.
• Dull donation journey, and the organisation
heavily relied on fundraising income.

4. After…
• Bright and modern full-width design, coupled
with simple, strong font, leaves content
uncluttered and easy to read.
• Responsive on tablets and mobile devices.
• Simplified navigation built around user
insights and top tasks.

5. • Ability to create more immersive and engaging
stories and factual content.
• More prominent calls-to-action help users continue
their journey and surface relevant content.
• Making better use of strong imagery and video.

6. • More compelling fundraising content.
• Clear and easy to use donation form.