Amnesty International Aotearoa
Turning advocacy into measurable impact.
Industry
Not-for-profit & charity
SERVICE
UX Strategy
UX & UI Design
Website Development
YEAR
2024
WEBSITE
amnesty.org.nz
We partnered with Amnesty International Aotearoa to deliver a modern, action-driven digital platform designed to grow supporters, increase engagement and convert awareness into tangible action.
Amnesty International Aotearoa needed a purpose-built website capable of driving petition sign-ups, donations and advocacy participation; while strengthening credibility and campaign agility. Their previous platform lacked the flexibility and performance required to support high-impact campaigns and supporter growth. We reimagined the site as a dynamic advocacy engine - built to mobilise action at scale.
Every page is built to move users toward action; whether signing, donating or subscribing.
We structured the experience to guide users quickly from issue awareness to meaningful participation. Clear calls-to-action, streamlined donation pathways and simplified petition flows reduce friction and increase engagement.
Performance optimisation and UX refinement ensure readers can engage deeply - supporting longer sessions, stronger retention and subscription growth.
Media platforms demand agility. We delivered a flexible CMS framework that empowers the editorial team to publish quickly, structure content intelligently and evolve formats as needed.
The result is a platform that moves seamlessly from bold ideas to real conversations — strengthening community participation and industry leadership.
Beyond publishing, The Big Idea functions as a connective tissue for the creative sector. We designed pathways that guide users from reading to subscribing, contributing or engaging with opportunities.
Outcomes
- Scalable editorial architecture supporting nine columns
- Improved discoverability and structured navigation
- Subscription-ready performance framework
- Flexible CMS empowering ongoing content evolution
- A digital foundation aligned with New Zealand’s creative sector
