Amnesty Advocacy Platform

Creating a new petition and advocacy platform for Amnesty International Australia was a serious and immense responsibility – and a rare design opportunity.
 
From deep research and quantitative audience analysis, through a comprehensive digital communications strategy, to wireframing, prototyping, user testing, and product design – I lead their petition platform redesign alongside Agency Sydney’s Head of Digital, and Communications Director.
 
Our aim was to allow Amnesty to make the subject of human rights personal again, rather than remote and abstract – so we crafted a site that employs personalisation signals to learn what causes you care about, and provides updates on actions you’ve taken, constantly reminding users the impact of their support.
 
The platform redesign resulted in 17% increase in time on page, a 25% decrease in bounce rate, and an average 30% decrease in bounce rate across mobile devices. It also won an AGDA Award for design, and was a 2018 Webby Award Honouree.