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.

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.