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Trussell (previously known as The Trussell Trust) were in the midst of a brand redesign. Working with the brand agency and internal Trusell team, I translated the work done so far into a design system ready for the digital landscape.
A deep dive into existing audience insight with the discovery team helped me understand the users and shape design principles which then became the bedrock of my understanding, that guided every decision to ensure the final direction resonated with the target audience.
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We identified the stickiest user journeys early on and built in a testing plan so that we would have the opportunity to test new designs with lived experience participants (Trussell service users). One of these key areas was the ‘Get Emergency food’ journey. Users currently had to navigate multiple variations of this journey depending on the area they lived in and the food bank they needed to visit. Our job was to streamline the process and make it as easy as possible for people in crisis to access emergency food.
Donation was also a key area for improvement and so it was decided, using our existing expertise, to build improvements upfront on the existing site so that we could begin observing results from this and iterate in Phase 2, when the new site was built.
Early on we identified that a lot of service users have limited access to data. Based on this insight I created a design KPI to help us test page weight and data consumption on key journeys for those users. I pulled on my knowledge of sustainable web design to ensure those journeys were as light weight as possible.
Reducing stress and frustration by increasing efficiency with clear navigation was a must for the new Trussell site. I created a waving hand animation, to help direct and guide users to relevant content. We tested a ‘dark mode’ design of the ‘Get emergency food’ journey which users felt was successful as it was easier on the eye and focussed their attention.
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