Amnesty International

Responsive global website

The Brief

Amnesty International is a global movement of more than 7 million people in over 150 countries who campaign to end abuses of human rights.  Following on from an in-depth research and strategy project Code Computerlove were appointed to work with Amnesty International’s in-house team to re-design and build their global website in order to align with the new strategic direction. Key strategic aims: to bring human stories to the forefront, encourage people to get involved and take online actions, and make the charity’s excellent journalistic content more accessible to everyone.

My Role: Lead UX Architect @ Code Computerlove

What we did

Audience Personas

In order to gain a deep understanding of the audience and their needs I worked closely with our strategy team to develop audience personas. Each persona was based on the insights gained from research activities conducted at the strategy stage, and included information such as demographics, key needs, device behaviour, motivations and emotional blockers.

The personas were pinned to the project wall to ensure we kept real people in mind through out the design process.

Persuasion Strategy

Using the personas as a basis, I identified appropriate psychology techniques to help maximise the positive emotions of our audience and reduce the impact of negative emotions. This resulted in a persuasive design toolkit that was used throughout the process to ensure the solution we designed would encourage users to engage, convert and return – achieving Amnesty’s business objectives.

Ideation Workshops


 To kick off the solution design phase I facilitated an ideation workshop involving stake-holders, product owners, developers, creatives, and user experience specialists from both Code and Amnesty international. The session was designed to generate high-level creative ideas that solved key project challenges whilst working together as a mixed discipline team. The collaborative nature of the session also enabled us to agree on priority ideas to take forward.

Information Architecture

Tree Testing

I worked with Amnesty’s UX designer to re-organise and simplify the site structure. In order to evaluate the find-ability of content I conducted several rounds of tree testing which informed our decisions and helped validate the new site map.

Interaction design


Once the basic architecture was defined, work began on the user interface. We worked in fast paced design sprints involving UX, designers and developers working together on a site feature. Our collaborative approach helped us to come up with well rounded, achievable solutions.

In preparation for each sprint I worked with Amnesty’s UX designer to create user journeys and process flows to ensure that everyone had a shared view of the challenge and what we were trying to achieve. During the sprint we sketched low fidelity wireframes in order to quickly develop and validate potential solutions. We worked on a component basis and approached sketching mobile first to allow for progressive enhancement. If required by the client sketches were worked up into more detailed wireframes or designs, however in general we aimed to create functioning html prototypes as soon as possible to se how the design worked in the browser across varying screen sizes. Once a solution was ready for production I wrote user scenarios to feed into the production teams. Solutions that needed further user validation were taken into testing.


Usability Testing

Lab based

To ensure a human-centred design approach we conducted lab based usability testing, which allowed us to gauge how easy and intuitive our interface was to use, and whether it supported the needs of the intended audience. We tested a mix of HTML prototypes and low fidelity wireframes and focused on the most functional areas of the site such as search, donate and join. The lab environment offered viewing facilities that enabled stakeholders and key team members to watch the sessions in real time, making it easy to resolve issues and iterate designs the same day as testing.

The Results

launched with the release of their 2015 annual report on human rights.

Powerful Search

Powerful Search

Intuitive search & filter functionality that enables users to easily find relevant content in an extensive library of 100,000+ items

Multi-media Storytelling

Multi-media Storytelling

Inspirational & immersive storytelling that encourage action through a range of interactive components & bite-sized content.



Flexible design suitable for english, french, spanish, and arabic language reading from right to left.

Increased Actions

Increased Actions

Number of online actions increased since launch.