Website redesign and brand identity
As the lead UI/UX designer, I had a task to completely redesigning the website, which involved rethinking the information architecture (IA), adding content and forms, and establishing a new visual and brand identity.
The research
Target audiences are children and teens between 9 and 17 years old and parents and professionals. One of the main challenges was to design an engaging, educational, and complex site while projecting a professional yet friendly face to a broad audience. I conducted in-depth research regarding the risk of gambling harm, the relationship between gambling and mental health, and the specific needs of young people affected by gambling.
Wireframing, prototyping, and user testing
The user journey
From there, I established a new IA, ensuring information is easy to find and accessible for young people and professionals. Furthermore, the information hierarchy creates a smooth navigating experience and connects people intuitively to different services, such as education and treatments.
The brand
After extensive design research and multiple design directions debated, we autonomously agreed on the final outcome. The design—including unique illustrations and iconography—is expressive, capturing young people's attention, yet it's carefully constructed to support the content's serious and important message. The parents and professional section of the site fit within the general style, incorporating a slightly different approach to speak to this target group.
Engaging yet simple UI elements and illustrations
UI elements are carefully designed, allowing young people to easily navigate the site and find the proper support for their needs. At the same time, expressive and colorful elements ensure an engaging experience.
Creating an engaging experience
The user experience was also carefully constructed based on the tone of voice. We speak to young people directly and truthfully, so the user experience should reflect this approach. Only when all these elements—user experience, visual design, and writing—come together can we create an experience that is lasting, powerful, and engaging.
Responsive design
Given that the primary target audience was young people, a mobile-first approach was adopted to ensure a best-in-class experience on a phone and any other device.
The result
Within a short timeframe for the project—approximately six weeks from kickstarting through rapid creative and user experience sprints to design—we developed a strong brand refresh and delivered all UX and design deliverables. This led to increased visitors using the site to book sessions, assess their risk of gambling harms, and refer people to the support service. The result is a well-used, easy-to-maintain digital asset that continues to be a central pillar of the company's mission to support young people at risk of gambling harm.