Amnesty International’s digital presence is complex - while countries like the UK had their own dedicated site, others such as Zimbabwe did not - so we first needed to determine a role for the global website, and then establish an aligned voice that audiences everywhere could understand and relate to.
Our goal: to motivate supporters, and attract a new, younger audience to Amnesty. Insight from a major research project guided the design, strategic direction and role of the new website. Our prioritised journeys - those to donate, join and search - were user-tested at design phase and the results fed straight back into development. This reduced waste and ensured that we were able to make a bigger impact of the site’s performance, more quickly.