Design process

ANALYSE

To ensure success, we started by analysing all the content from the previous site as well as all present marketing materials (flyers and collaterals). We focused on evaluating the consistency and appropriateness of labelling and information grouping.

We also included a findability analysis to identify and evaluate available paths to content, including evaluation of cross linking. We examined previous queries to understand where the findability failed or which information were not easily reachable to users.

This phase enabled us to better understand AIL Milano audience and to start formulating some hypothesis about their target and their circumstances.

As we progress scrutinizing the material, we assumed that a user visiting AIL Milano’s website was either: a patient, a patient’s relative/friend,
a business interested in donating, a supporter or a prospective volunteer.

After mapping the whole content, we found some dead ends and were left with some questions that proved some critical areas needed to be tackled.
It was time to move onto the next phase and discuss with AIL Milano all of our findings and clarify our doubts.

TEST

We tested our guesses though a quick design workshop with two AIL Milano’s core team members. Not only they validated our assumptions, but helped us mapping out user journeys, based on their expertise and experience.

Thanks to this, we realized that AIL Milano is also actively supporting researchers, fundings their studies. The information was partially neglected in the previous website, resulting in some confused and disperse guidance.

With a clearer vision and a refined strategy in mind, it was time to move on the design phase having two main points to deliver and make crystal clear: what does AIL Milano do and who does it for. These points would therefore guide and inform every step of our redesign process.

DRESS IT UP

Once the content design was almost completed, with the creative director we work on new visual style putting emphasis on AIL Milano’s impact and its modus operandi. We achieved this with:

1. a new and contemporary imagery style showing volunteers and patients and replacing the old stock images;
2. some more dynamic and attractive page layouts;
3. new animations with data results alongside the text;
4. a new content format for all the scientific information;
5. an updated content format for all different testimonials.

We sticked with AIL classic colour palette, following AIL national brand guidelines.
We worked on a couple of different options for the homepage: one with a hero image and one with a slider. In the end, we agreed with the client that they would be more comfortable using a slider to include a few big banners at the same time. This decision was taken considering that often times banners come directly from AIL Italia and promote national campaigns. A slider would accomodate these, while giving AIL Milano space for their own banners.

Finally, as PM I coordinated our internal tasks on the project and handled communications with AIL’s stakeholders. This allowed me to collect their feedback at every step and made sure they had a positive experience working with us.

WORK WITH CLIENTS CLOSELY

Working as closely as possible with the client is invaluable as it generates a lot of insights. However, as much as they know their users, interviews are always a nice-to-have.

TESTIMONIALS

Testimonials can have a huge impact on users looking for support and information, espcially when dealing with critical situations. Those needs to be easily accessible.