FORGOOD REDESIGN
FORGOOD REDESIGN
Phase 1 – Ideation, Teamwork & Systematic Process
The redesign of ForGood’s website was a collaborative and detailed process against the backdrop of a tight deadline. I started by ensuring alignment with client objectives while delivering a modern, responsive, and high-performing digital platform. This approach emphasised teamwork, systematic execution and iterative refinement. It resulted in creating a site that reflects the company’s mission, also effectively showcasing its investment opportunities, impact and opportunity for new sustainable digital brands.
An initial challenge faced was to get the company owners to understand that whilst the existing design may look visually engaging, it was not good functionally as users did not have a clear understanding of what the mission was. From gaining user feedback, using research of similar companies, getting the goals of the client I was able to give them a clear strategy that aligned with their objectives.
The process is broken into the following steps, these steps are my main ways of working, which I describe in more detail on my homepage:
- Initial research and goal alignment – Ideation
- Collaborative session – Teamwork
- Design, prototyping, documentation and prioritisation – Systematic
- With all this workflow underpinned by clear strategy and vision – framework
Below are some screen grabs of the initial phases before I developed the new site. I give a brief overview of what these involved.
Ideation
Using Miro, conducted an in-depth discovery / research phase to understand the client’s objectives, target audience, and pain points of the existing site. This included - mapping out current user journeys, annotating pain points and opportunities for improvement. Additionally I provided them with user feedback and analysis of similar websites.
Teamwork
This visual exercise laid the foundation for my approach. The client felt engaged and could understand I was considering every aspect. Within the same Ideation session we had a collaborative brainstorming block, using the above pillars to help frame any ideas. This helped to define explore creative directions, to help feed insipration for my designs.
Systematic
Designed wireframes and prototypes in Figma, followed by walkthroughs with the client to gather iterative feedback and refine the designs collaboratively. Followed by detailed run through of documentation, bugs, prioritising work as must have, nice to have etc. for relaunch to ensure a smooth and efficient development process.
Phase 2 – Development & Playback
During Phase 2, I focused on refining and enhancing the ForGood platform by building on the strategic foundations established in Phase 1. Using the strategy, framework, and prioritised roadmap developed earlier, we were able to tackle the most impactful updates efficiently. With a tight deadline for relaunch, I ensured that each enhancement was aligned with the project’s overarching goals while addressing user needs and enhanced brand identify.
I communicated regularly with the client providing updates, demoes of new page layouts and new functionality to ensure there was a feedback loop and they were happy with the work. I wanted to make sure they felt involved in the progress and could raise any further ideas or concerns. Post launch I had monthly reviews with the executives of the sites performance following its relaunch, this enabled us to monitor if we were hitting the targets from the ideation session and to begin to map out the next areas we could optimise. The main areas of focus for this phase were:
- Brand Consistency: Updated all pages to maintain cohesive branding.
- Journey Flow Optimisation: Streamlined navigation for improved user experience.
- Responsive site – Make sure on breakpoints the site was consistent in flow.
- Bug Fixes: Addressed key functionality issues across the platform.
- New Feature: Introduced a component allowing potential clients to pitch their sustainable businesses directly to ForGood executives for investment consideration.
- Playback & Performance Monitoring: Over three months, we tracked a 13% uplift in site traffic and a 4% increase in pitches submitted compared to the previous email-based process.
These enhancements strengthened the platform’s user experience and operational efficiency. Below are some screens of the site post launch.
Homepage Hero Before
The original homepage failed to communicate the brand’s purpose clearly, lacked accessibility, and offered no immediate user journey. Navigation elements only appeared after scrolling, creating a disjointed experience and limiting engagement. It was an animated overlay, which whilst could be visually striking served no clear function and impacted page performance.
Homepage Hero After
The new homepage introduced navigation upon landing, addressing previous usability issues, and was made fully responsive. It featured improved accessibility, enhanced branding, and clear messaging of the company’s purpose. It improved page load performance and was completed as the first iteration within a tight 3-week deadline before relaunch.
Brand Family Section Before
The original brand family section was poorly designed, with brands not fully visible even on desktop and lacking clear pagination or scroll functionality. This limited user awareness of ForGood’s success stories and failed to effectively showcase the well-known brands they had supported. User feedback had said they felt like the brand family section was an after thought.
Brand Family Section After
The updated brand family section was redesigned for user-friendliness, ensuring all brands were visible across devices. This area was designed for mobile, however even on mobile the brands were not stacked correctly. Highlighting well-known brands ForGood had supported, improving accessibility and reinforcing trust in the company’s mission.
Your Pitch Page
Previously users had to submit potential pitches for investments in their company via email. The 'Your Pitch' page as an MVP was designed and developed to allow users to this directly via the site. This enabled a more streamlined approach, increasing pitch submissions by 4% 3 months post relaunch.
Various Bug Fixes
Across the site there were several bugs; for example some of the column titles despite being in the CMS had not been correctly mapped. Meaning like the image above you had placeholder copy making the site look incomplete. I improved the placement of content over imagery to make the content accessible friendly.
What’s Next?
Explore more of my work by delving into Fettle and Bloom. This was a more complex project as it was a complete site overhaul, back-end bug fixes, SEO improvements and adding new value proposition. It is a dietitian’s site, much like ForGood in a different field I had previously worked in, however it still showed how my way of working is transferable no matter the type of industry I work in.
Alternatively, visit the ForGood website to see the results of this transformative project in action. With a tight 3-week deadline, this project demanded a relaunch packed with new functionality, bug fixes, and critical component redesigns. It highlights my ability to wear many hats, from technical problem-solving to crafting intuitive designs that align with a client’s goals.
As I continue my career, I’m committed to ongoing growth. Exploring new tools and technologies is central to this development, helping me stay ahead in the ever-evolving digital landscape. From mastering emerging platforms to refining my expertise in accessibility, mobile responsiveness, and SEO strategies, I aim to deliver cutting-edge solutions tailored to user needs. To now using where possible AI tools and understanding how these can shape the future of website development and redesigns.
Equally important is deepening my understanding of my neurodiversity. Recognising how ADHD and autism shape my problem-solving abilities and creativity has transformed my workflow. I embrace structured systems and tools that align with my thought processes, enabling me to work efficiently while fostering innovation. This self-awareness has also enhanced my collaboration with teams and clients, as I bring unique perspectives to every project.
These experiences not only refine my skill set but also reinforce my belief in adaptability and lifelong learning as the cornerstones of success in any industry. Whether tackling a new challenge or expanding existing work, I’m always striving to deliver impactful, user-focused designs. Please reach out to me if you want any support on a redesign of your site or just any support you may need.
What’s Next?
Explore more of my work by delving into Fettle and Bloom. This was a more complex project as it was a complete site overhaul, back-end bug fixes, SEO improvements and adding new value proposition. It is a dietitian’s site, much like ForGood in a different field I had previously worked in, however it still showed how my way of working is transferable no matter the type of industry I work in.
Alternatively, visit the ForGood website to see the results of this transformative project in action. With a tight 3-week deadline, this project demanded a relaunch packed with new functionality, bug fixes, and critical component redesigns. It highlights my ability to wear many hats, from technical problem-solving to crafting intuitive designs that align with a client’s goals.
As I continue my career, I’m committed to ongoing growth. Exploring new tools and technologies is central to this development, helping me stay ahead in the ever-evolving digital landscape. From mastering emerging platforms to refining my expertise in accessibility, mobile responsiveness, and SEO strategies, I aim to deliver cutting-edge solutions tailored to user needs. To now using where possible AI tools and understanding how these can shape the future of website development and redesigns.
Equally important is deepening my understanding of my neurodiversity. Recognising how ADHD and autism shape my problem-solving abilities and creativity has transformed my workflow. I embrace structured systems and tools that align with my thought processes, enabling me to work efficiently while fostering innovation. This self-awareness has also enhanced my collaboration with teams and clients, as I bring unique perspectives to every project.
These experiences not only refine my skill set but also reinforce my belief in adaptability and lifelong learning as the cornerstones of success in any industry. Whether tackling a new challenge or expanding existing work, I’m always striving to deliver impactful, user-focused designs. Please reach out to me if you want any support on a redesign of your site or just any support you may need.