The brief:
Work closely alongside the website development team to determine the navigation and craft UI copy that is informative and relatable to a vulnerable, complex audience. The audience is generally an elderly person experiencing difficult life transitions or a care-taker embarking on a difficult journey. The information presented needs to be clear, concise, easy to find and empathetic to the reader’s circumstances.

Key contributions:

• Fully understand AIC’s services and goals; devise a tone and perspective that demonstrates compassion and understanding for the reader’s needs

• Advise on the UI and content structure

• Drive the copy throughout while considering the needs of multiple audience groups