NI Hospice

Palliative care in Northern Ireland

Northern Ireland Hospice has been delivering palliative care to local people across Northern Ireland for over 40 years . Annually, they support and care for more than 4000 babies, children and adults who are adjusting to life, living with life-limiting and life-threatening conditions. As well as serving as a fundraising tool, the website exists to raise awareness of the work, allow for easy referels, provide information for key stakeholder groups, grow the brand and enhance community engagement. It costs £16 Million pounds per year to fund the NI Hospice, so there should be to focus on collecting donations and creating a Shopify store to generate income. The website was also to become the central resources for the previous and upcoming events and appeals, with the ability to register.

Increased donations

Easier referral access

Raise awareness of work

Client

NI Hospice

Services

Information Architecture User Journey Mapping Prototyping UI Design UX Design Design System

Industries

Charity

Date

December 2022

Project Goals and Objectives

1. Raise awareness of our work 2. Drive fundraising revenue from the website 3. To position the website as a hub for a Hospice Community 4. A stress-free referral process

Process

I worked with the existing brand to create an online presence that was professional, positive and caring. I used tints of the current brand to make it feel a little softer and used the rounded heart motif throughout the design to promote the caring nature of the charity. I organized content around the donor journey. The homepage now prioritises patient stories and donation calls-to-action, with services and contact info clearly sectioned below. By mapping each piece of content (sympathies, events, volunteer info) to a specific page, navigation became simpler and the homepage less cluttered. This careful structuring helps users find how to get involved and donate. There is a clear “Referrals” link in the header navigation allows for easy access for families requirement support. The design system created for the project focussed on creating content components. This reduced the design and development time and had the added benefit of clients being able to build and edit pages by selecting pre-designed components.

65%

Increase in traffic

12%

Reduction in bounce rate

47%

Increase in average sessions

Outcomes

The redesigned website balances empathy with function, offering a experience tailored to the needs of patients, families, donors, and volunteers. With a refined content structure and clearer navigation, users can now easily access vital information about care services, refer loved ones, register for events and explore ways to get involved. The softened brand colours and the heart motif reinforces the Hospice’s compassionate identity while guiding visitors through a supportive and engaging digital environment. From a fundraising perspective, the new website strategically prioritises donor engagement. The homepage features emotive patient stories and clear calls-to-action for donations and event participation. A Shopify integration was introduced to support revenue generation through merchandise sales, while the events section has been enhanced to allow for simple registration and participation in appeals. These improvements not only streamline the user journey but also help drive the financial support critical to sustaining the Hospice’s work.

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