CASE STUDY — WEBSITE REDESIGN
Redesigning Jigsaw-GC's digital presence for clarity and impact
A complete 9-page website overhaul for a London-based youth and community organisation — from cluttered to clear, from invisible to impactful.
Industry
Non-profit
Service
Webdesign & AI Creative
Duration
2 Weeks
Client
JIGSAW -GC
OVERVIEW
The organisation
Jigsaw-GC CIC is a London-based community interest company providing counselling-informed support, mentoring, and reflective services for young people, families, and organisations. Despite delivering meaningful, life-changing work, their digital presence failed to communicate the breadth and depth of their impact.
Sociova Studios was brought in to transform a dated, visually inconsistent website into a strategic digital platform that would guide multiple distinct audiences — schools, community partners, funders, and supporters — towards the information and actions most relevant to them.
01 — CONTEXT
Four core challenges holding the organisation back
Before putting pixels on a page, we conducted a thorough audit of the existing site and mapped the experience against the needs of each audience segment. Four structural problems emerged clearly.
01
No clear user journeys
Schools, partners, and donors arrived at the same homepage with no differentiated pathways — leaving each group to find their own way through dense, undifferentiated content.
02
Weak visual storytelling
The original site lacked evocative imagery or video to communicate the human impact of the work. Dry text alone couldn't carry the emotional weight needed to inspire action.
03
Low trust signals
Impact data, testimonials, and credibility markers were buried or absent. Potential funders and partners had no quick way to assess the organisation's track record.
04
Poor calls to action
Partnership enquiries and donation opportunities, the two most commercially critical actions were not surfaced at the right moments in the user journey.
02 — RESEARCH & INSIGHT
We mapped three primary audience groups and their distinct mental models when arriving at the site. Each group carried different questions, different trust requirements, and different desired outcomes.
Understanding who we were designing for
"A school safeguarding lead doesn't want to scroll — they need to know within 30 seconds whether this organisation is the right fit for their students."
For schools and educational institutions, the priority was clear service descriptions, safeguarding credentials, and an easy enquiry pathway. For funders and donors, the site needed to demonstrate measurable impact and organisational credibility quickly. For families and individuals seeking support, it needed to feel warm, accessible, and non-intimidating.
This three-audience framework became the architectural backbone of the redesigned information structure.
03 — UX PROCESS
From discovery to delivery in two weeks
Given the compressed timeline, we ran a structured sprint, overlapping phases where possible without sacrificing the rigour each stage deserved.
Full review of the existing site, content inventory, audience mapping session with the Jigsaw-GC team, and a review of comparable organisations in the youth support sector to identify positioning opportunities.
01
Discovery & audit
Information architecture
We restructured the site from 4 loosely connected pages into a coherent 9-page architecture with audience-segmented entry points. Each page was mapped to a specific user intent and a corresponding call to action.
02
Visual direction & wireframes
We established a design language which was warm, grounded, credible and then wireframed all 9 pages to validate structure before moving into visual design. The direction avoided the cold, corporate feel common in the sector.
03
04
Build, review & launch
Full build on the CMS, content integration, mobile responsiveness testing, client review session, revisions, and live deployment. Post-launch, we conducted a walkthrough with the Jigsaw-GC team to ensure they could confidently manage and update the site.
Lacking usable photography or video assets, we produced a bespoke AI-generated hero video to represent Jigsaw-GC's mission. This was scripted to align with the brand's voice, human-centred, community-rooted and reviewed carefully for authenticity.
AI hero video production
05
03 — UX PROCESS
Specific choices and why we made them
Good design is a series of deliberate decisions. Below are the critical pivots from the old experience to the new one and the reasoning behind each.
BEFORE
Single homepage navigation with no audience differentiation. Everyone landed on the same generic page.
BEFORE
No visual media. The organisation's emotional impact was conveyed through text blocks alone — easy to skim past.
BEFORE
Partnership and donation CTAs buried in the footer or absent from key pages.
BEFORE
Inconsistent typography, multiple colour palettes, and a visual language that didn't match the professionalism of the work.
AFTER
Dedicated audience pathways surfaced in the hero section. Schools, partners, and supporters are directed immediately to relevant content.
AFTER
AI-generated hero video sets the emotional tone within the first 5 seconds. Impact is felt before it is read.
AFTER
Contextual CTAs placed at decision points within each page — after impact data, after service descriptions, after testimonials.
AFTER
A unified design system: one typeface pairing, a considered colour palette, and consistent spacing rules applied across all 9 pages.
Every decision was
evidence-based.
01
Audience pathway navigation over generic homepage content
Research showed that one homepage trying to serve five distinct user groups simultaneously served none of them well. The solution: explicit audience selection cards in the hero — "Families seeking support", "Funders & partners", "Volunteers", "Young people". Each leads to a curated journey. Testing showed 60% reduction in bounce from relevant pages.
02
Impact-first homepage architecture, proof before narrative
Funder persona research revealed credibility decisions were being made within 8 seconds of landing. Restructuring the homepage to lead with quantified impact — people helped, years active, programmes delivered — before any service description addressed the primary conversion barrier. The sequence became: prove legitimacy, then explain mission, then invite action.
03
Accessibility designed in from day one, not retrofitted
The community demographic includes older adults, people experiencing high stress, and users with lower digital literacy. Designing to WCAG 2.1 AA from the first wireframe — not as a compliance exercise but as a design constraint — produced a more readable, more navigable interface for all users. 4.5:1 minimum contrast, 16px body text floor, 44px touch targets, full screen reader compatibility.
EXISTING DESIGN
BEFORE
REDESIGNED DESIGN
AFTER
AI-Powered Visual Storytelling
To address the lack of high-quality footage, we produced a bespoke AI-generated hero video to visually represent Jigsaw-GC’s mission and community impact. The video was designed to set the tone of the website from the first interaction, creating an engaging and emotive introduction while reinforcing the organisation’s human-centred approach to supporting young people, families, and communities.
04 — REFLECTIONS
What this project reinforced
Non-profit clients often underestimate the role their website plays as a trust signal for institutional partners and funders. Elevating the design directly raises the perceived legitimacy of the organisation.
AI-generated media, when carefully scripted and art-directed, can be a genuine creative tool for organisations without photography or video budgets — not a compromise, but a creative advantage.
Audience segmentation in information architecture is not just a UX nicety — for multi-stakeholder organisations, it is the single highest-impact structural decision a designer can make.
A compressed timeline demands tight decision-making criteria. Having clear design principles agreed at the start of a project eliminates ambiguity in the build phase and keeps quality high under time pressure.
05 — OUTCOMES
A platform built for growth
The redesigned website delivered Jigsaw-GC a credible, audience-ready digital platform that reflects the quality and ambition of their work. While specific analytics are client-confidential, the project achieved the following qualitative and structural outcomes.
9
fully redesigned pages with clear intent and structure
3×
distinct audience journeys mapped and served from a single site
14
days from brief to live — no quality compromised
3×
increase in enquiry form completions compared to the previous Wix site
“From the start, she showed a high level of professionalism, clarity, and commitment to getting the job done right. She understood what we needed, worked with precision, and delivered a website that reflects who we are and what we stand for. Her work ethic stood out. Consistent, focused, and detail-driven throughout the process. Every stage was handled with care, and nothing felt rushed or overlooked. She delivered within the agreed timeframe, which was critical for us, and kept communication clear and responsive at all times.
What makes her stand out even more is the ongoing support. She did not stop at delivery. She continues to be available, helpful, and invested in making sure everything runs smoothly. If you are looking for someone reliable, skilled, and committed to quality, Sociova Studios is someone you want to work with.”
Chris Mozo — Co-Founder, Jigsaw-GC
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