Who is the user of Amnesty International Italia website and what does she/he look for? Answering such questions was the first step towards a redesign of the user experience. Through an accurate user-research based on a poll and several tests, we were able to identify scenarios and personas, define high-priority activities and effectively meet the user’s needs.
We defined 3 different personas. Focusing on extreme target we were able to cover multiple aspects of Amnesty supporters and prospects.
Moving from the idea that today web users are multi-screen users, we designed a unified experience, which provides a coherent passage from one device to another: you can start a session on your desktop computer and complete it from mobile. We implemented the signing-up flow with specific features, such as the recognition of the user and his/her previous actions.
Amnesty International website is a multi-layered environment that allows different actions and offers a wide variety of information. We simplified the user flow by reducing first-level pages and optimizing the organization of second-level and additional pages. Thanks to internal shortcuts and the search function users can easily move from information to action.
FLEXIBLE AND MAINTAINABLE INTERFACE
Amnesty International Italia is a dynamic website that needs to be frequently updated: new actions, campaigns and petitions are the main tools to fight for human rights. We designed a flexible and maintainable interface based on customizable templates, which can easily be adjusted to any specific situation.
