Oxfam Novib partnered with our team to rethink their digital platform at a time when donation engagement was declining and the existing website struggled to communicate the urgency of their mission. The challenge was not only to modernise the interface, but to create clearer pathways for users to understand complex global issues and feel motivated to take action.

As the designer on the project, I worked across sitemap definition, user journeys, visual language and interface design to restructure how campaigns, donations and petitions are experienced online. A central design strategy was to introduce modular storytelling formats that present information in more digestible and emotionally engaging ways, while keeping opportunities to contribute visible throughout the journey. I also led the complete redesign of Oxfam’s webshop, improving product discovery and purchase flows to better support fundraising initiatives.

The result is a more structured and persuasive digital experience that helps translate awareness into participation. Despite significant technical and organisational constraints, the project established clearer conversion entry points, stronger campaign storytelling and a scalable foundation for ongoing improvements.