User Experience, Digital Design, Prototyping

British Heart Foundation


British Heart Foundation were set up in in 1961 with a plan to fight against heart disease. They are a major funder in cardiovascular research, education and care, and rely predominantly on voluntary donations. They aim to improve the lives of babies born with heart defects, find the genes that cause inherited heart conditions and one day find a cure for heart failure and heart disease.


Following a recent redesign of their brand emphasising their powerful brand message and focused photography, British Heart Foundation required a sophisticated new digital platform, designed to drive engagement with heart patients and supporters, convert users into fundraisers and donors, and deliver a suite of online tools designed to boost fundraising and donations.

The new website needed to be the backbone of the charities plans to deliver to their new 2020 strategy and it has resulted in a transformation for BHF both inside and out.

My role

I was brought into the team as a digital designer and support to the UX consultant. I worked alongside project managers, developers and the Creative Director. In addition to my role, I offered my advice and expertise, led discussions and workshops and presented concepts to Stakeholders.

Duration: 12 months

UX planning

The project started with a series of stakeholder interviews which identified the key areas of focus for the website re-brand. Following these meetings, we carried out extensive UX research including:

  • Identified key user groups and created a series of personas that would represent each user group.
  • Mapped key user journeys for each persona addressing variable entry points and user goals.
  • Established template structure, identifying the various templates required to accommodate the content including; homepage, landing page, events page, content page etc.
  • Created wire-frames for each template that were validated by the wider team and developed into an interactive prototype.
  • Facilitated user testing on prototypes gaining insight and feedback that would inform the UI design.

‘Mobile first’ design

With around half of the sites 600,000 visits each month coming from mobile devices, there was a requirement for to be fully responsive. The website has been designed using a responsive grid and defining simple, intuitive user experiences so that each audience is able to access the information that they need when they need it.

The powerful imagery and ‘fighting talk’ language is also prominent throughout the website to reflect the new brand. It was essential that the website showcased a clean, fresh design, giving BHF the boost that they needed.

Project Details

Date 2013
Skills User Experience, Digital Design, Prototyping
Role Digital Designer at Precedent

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