Image Credit : Renu Gudlawar
Project Overview
The Fred Hollows Foundation is a not-for-profit organisation working towards eliminating avoidable blindness globally and improving the health of Indigenous Australians. The Foundation’s existing site had been built on a CMS version that was nearing end-of-life, which made it difficult for content authors to adapt or implement new features, while design inconsistencies and accessibility challenges undermined the user experience.
Project Commissioner
Project Creator
Team
Anne-Marie Baker - Producer
Andik Subiantoro - Developer
Dani Logan - Producer
Filya Mustikawati - QA
Hadi Wijaya - Developer
Josh Smith - UX
Kelvin Lin - Design
Marya Bautista - UX
Fithratur Rahman - Developer
Sarah Crooke - Data Analyst
Shayna Burns - SEO
Wahyu Anggara - Front End Developer
Victoria Whatmore - Content
Ynze Nunnink - Developer
Project Brief
The Foundation also needed to unify its global operations under a single website while accommodating the diverse priorities of regional offices. Content and messaging for audiences around the world had to be tailored while maintaining a cohesive global identity. In addition, the legacy CMS was hindering flexibility and failing to facilitate best practices for optimising the donation experience.
Against the backdrop of these challenges, Fred Hollows’ engaged Luminary for the implementation of a new CMS, a redesign of the site’s look and feel, a revised information architecture, and the development of a new donation flow.
Project Need
As a charitable entity, the lifeblood of the Fred Hollows Foundation is donations. The money raised goes towards training doctors, nurses and healthcare workers, distributing antibiotics, funding much-needed medical equipment and facilities, and performing life-changing eye operations.
As an organisation supporting people with vision impairments, the website needed to set a benchmark for accessibility. Luminary refined the Foundation’s brand palette for digital use. The introduction of a new highlight colour (a blue-purple blend affectionately coined ‘blurple’), complemented the Foundation’s primary orange without compromising accessibility. The resulting design balanced compliance with WCAG standards and visual appeal, ensuring inclusivity for all users.
User Experience
The Foundation faced the challenge of creating a single, unified website that catered to the diverse needs and priorities of its global offices. Each region, including the Middle East, North America, Europe, Asia-Pacific, and East Africa, required localised content and messaging while maintaining a consistent global brand identity. To address this, Luminary conducted multiple rounds of feedback with stakeholders to finalise the IA structure and determine which content would be shown in different regions.
The information architecture (IA) was a crucial aspect of the project. Card sorting activities were conducted with audiences in Australia, Hong Kong, the USA, the UK, the UAE, and program offices in East Africa, South Asia and South East Asia to understand user navigation preferences. The results were merged to create a new IA, which was refined through feedback rounds with stakeholders. The final IA aimed to create a streamlined and user-centric structure, accommodating regional variations while maintaining global consistency.
Luminary also redesigned the donation process to improve user experience and flexibility. The team conducted workshops, competitor reviews, and risk assessments, ultimately implementing a phased approach, starting with some baseline UI improvements to simplify data collection, and moving towards an ongoing rollout of strategies for iterative improvement.
Project Marketing
The new site provides content authors with a far more flexible platform and lays a solid foundation for future scalability and enhancements. Key outcomes include:
- Stronger global identity: A unified platform capable of localised content delivery while maintaining a cohesive look and feel.
- Accessibility improvements: Vibrant, WCAG-compliant colour schemes and design enhancements.
- Donation optimisation: A simplified, flexible donation flow poised for better conversion rates.
- Future-ready foundation: A scalable, testable platform that integrates with tools like Optimizely Experimentation for continuous improvement.
While post-launch traffic trends are still stabilising, client feedback has been overwhelmingly positive. Granting the Fred Hollows Foundation the flexibility it needed, the website is now better equipped to grow the Foundation’s global impact.
Project Privacy
The Fred Hollows Foundation collects personal information in accordance with the Privacy Act and the Australian Privacy Principles. More information can be found at https://www.hollows.org/legal/privacy-security/
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