A website for every baby. For every family. Forever.

The Lullaby Trust’s existing website had been built in 2017, it had become outdated and was difficult to navigate. This created fragmented user experiences that were excluding some of the most vulnerable service users. The donor journey was also clunky and lacked engaging storytelling around the impact of contributions, impacting engagement and conversion rates on the site.

In addition to the structural site issues, the emotional needs of the audience had to be carefully considered and balanced. Listening to the experience of the charity’s service users provided a clear understanding of where this could be improved. Bereaved supporters had expressed the need for a space free from ‘safer sleep’ content, while expectant parents found bereavement-related pages overwhelming. The website needed a clear, segmented structure that provided reassurance, support, and accessible information tailored to each audience group.

Having completed a rebrand with Studio Texture, the challenge was to translate this new identity into a digital experience that was visually cohesive, practical, accessible, and emotionally considerate.

To achieve the changes needed, we conducted scoping workshops across UX, brand, and development, ensuring that every element of the site would align with The Lullaby Trust’s mission and user needs. From this, we defined clear user personas and key journeys that informed a streamlined, user-focused site structure.

Our focus then shifted to translating the brand identity into a compelling digital experience. We explored how digital elements such as interaction and motion design could elevate engagement and bring the brand to life online. Every aspect of the site was carefully designed, ensuring that modules and key pages conveyed clarity, warmth, and usability.

Beyond aesthetics, performance and accessibility were at the heart of the build. The site was developed to be fully flexible and high-performing, ensuring an intuitive experience for all users, from families seeking support to professionals accessing vital resources. We also took a mobile-first approach, based on the fact that the majority of users access the website on mobile devices.

To enhance the supporter and donor journey, we streamlined the payment process by integrating a more user-friendly provider and simplifying donation steps. We introduced an adaptable donation form with the ability to highlight different impact-driven contributions, making it easier and more compelling to give. A more intuitive event registration and fundraising experience was also implemented, reducing friction for users wanting to get involved and support the charity.

The final result is a digital platform that not only reflects The Lullaby Trust’s powerful mission but also serves as a vital resource for those who need it most. By harmonising brand storytelling with functionality, we have created a website that is as purposeful as the work they do every day.