The Action for Children website was redesigned to create a more modern, engaging experience for users. The previous site was cluttered, not responsive for different devices, and difficult to navigate with too much content. The new design features a bright, uncluttered layout that is responsive. The simplified navigation and content are now organized based on user needs. The redesign also improved storytelling, calls to action, imagery, video, fundraising content and made donations easier.

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.