Ending HIV wanted to redesign its digital experience to better reach people at highest risk of HIV and support New Zealand AIDS Foundation’s goal of ending new HIV transmissions.
Leading product design and art direction, I worked with DDB, Tribal and the Ending HIV team to rethink the experience from research and information architecture through to visual design and testing — creating a more inclusive, engaging and action-oriented platform.
Lead UX/UI Designer · Research · Content strategy · Information architecture · Art direction
The New Zealand AIDS Foundation approached DDB/Tribal with the following challenges
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Ending HIV felt that their current website was not effectively communicating with those at the highest risk of HIV. The user journey was chaotic, leading to low traffic, poor navigation, and messy pages, hindering conversions.Description text goes here
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The existing website failed to engage the target audience, and the content lacked segmentation and inclusivity. Seeking advice on protection was difficult, and the overall experience did not reflect the community it aimed to serve.
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The NZAF team struggled with inefficiencies due to the use of multiple content management systems. Consolidating these platforms into one was essential for streamlining operations and improving efficiency.
The Approach
Interviews & Surveys
Conducted user interviews and surveys to reveal insights such as the need for better information segmentation, difficulties in seeking protection advice, and the desire for a more inclusive and exciting experience.
Research & Strategy
Synthesized research findings and collaborated as a team to develop a winning strategy. Created an editorial website driven by cultural and sex-positive articles shared on social media, aligning with guiding principles.
Workshops
Facilitated user research and stakeholder workshops to understand user needs and the project vision. Generated ideas to maximize the potential of the website.
Information Architecture
Led ideation and IA workshops to determine site hierarchy and classifications. Organized content to drive action through engaging and informative articles.
Wireframes
Created wireframes focusing on strategically placing key calls to action throughout the articles, with a mobile-first approach to accommodate social media traffic.
User testing
Conducted usability testing, with a focus on conversion rates, particularly on mobile devices.
Humanizing the Design
Added faces to each main objective to personalize and humanize the experience.
UI & Visual Designs
Led a brand pivot, overhauling the art direction and incorporating attention-grabbing headlines, vibrant colours, and a variety of colour combinations for different articles.
Content Guide
Developed an imagery guide to empower the client to create content confidently in the desired style.
The redesign gave Ending HIV a clearer, more inclusive digital experience built around the needs and behaviours of its audience.
A simplified information architecture, stronger calls to action and mobile-first content made prevention information easier to find and act on, while the new art direction gave the organisation a more distinctive and culturally relevant way to engage its community.
Behind the scenes, consolidating the experience also gave the NZAF team a simpler foundation for managing and evolving content over time.