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Rework All People All Places Website Structure

Information Architecture | UX Design

Reframing Compassion: A UX Refresh for All People All Places

Making it easier for people to find help — and for helpers to make a difference.

[Overview]

All People All Places is a North London charity supporting people experiencing homelessness. When reviewing their existing website, it was clear that the structure and messaging weren’t quite reflecting the heart of their mission. Pages overlapped, calls to action competed rather than complemented each other, and vital services like the Night Shelter were hidden away.

The goal of this project was to restructure the site in a way that felt human-first, not donor-first — putting help and support at the centre while still making fundraising and volunteering more purposeful and engaging.

[Project]

The Challenge

The original site had a few core usability issues:

  • Duplicate content: “Stories” and “Campaigns” were effectively the same thing.

  • Confusing hierarchy: “Get involved” treated signing up to a newsletter the same as fundraising or volunteering.

  • Unclear messaging: “£100 could provide food and travel…” left users unsure whether their contribution would actually help.

  • Inconsistent content: “About Us” mentioned the day centre but not the night shelter featured on the home page.

  • Calls to action competed: No clear prioritisation between “Get Help”, “Donate”, or “Volunteer”.

Overall, the site lacked a clear journey — both for those seeking help and those wanting to give it.

The Approach

I began by auditing the current navigation, content, and messaging across all pages. I then mapped user needs into two primary journeys:

  1. Those needing help — accessing support services easily and quickly.

  2. Those wanting to help — through volunteering, donating, or fundraising.

The new structure aimed to simplify, humanise, and inspire action. I prioritised clarity and logical grouping, creating a sitemap that balanced empathy with engagement.

The Solution: New Site Map & Content Direction

  • New Navigation
    Get Help was elevated as the primary call-to-action, visually styled as the main button. Donate became the secondary — reinforcing caring comes first.

  • Footer Enhancements
    A reorganised footer now includes clear quick links (Day Centre, Night Shelter, Donate, Work With Us, etc.), charity details, and a distinct newsletter block for better visibility without stealing focus from core actions.

  • Page-by-Page Direction
    Each key page received a clear UX rationale and content guidance

[Industry]

Charity

[My Role]

UX Designer

Information Architect

[Platforms]

Web

View Deck

View Deck

[Process]

[01] UX Audit of Website

Conducted a full review of the existing site to identify usability issues, confusing navigation, and content overlaps.

Highlighted inconsistencies between messaging and user intent — particularly around “Get Help” and “Support Us” pages.

Mapped out the current user journey to pinpoint where engagement and clarity could be improved.

[01] UX Audit of Website

Conducted a full review of the existing site to identify usability issues, confusing navigation, and content overlaps.

Highlighted inconsistencies between messaging and user intent — particularly around “Get Help” and “Support Us” pages.

Mapped out the current user journey to pinpoint where engagement and clarity could be improved.

[01] UX Audit of Website

Conducted a full review of the existing site to identify usability issues, confusing navigation, and content overlaps.

Highlighted inconsistencies between messaging and user intent — particularly around “Get Help” and “Support Us” pages.

Mapped out the current user journey to pinpoint where engagement and clarity could be improved.

[02] Client Consultation

Discussed audit findings with the APAP team to understand their goals, audience needs, and content priorities.

Agreed that the new site should put care first, making “Get Help” the main action, followed by “Donate”.

Defined key content areas that needed restructuring — especially around fundraising, volunteering, and storytelling.

[02] Client Consultation

Discussed audit findings with the APAP team to understand their goals, audience needs, and content priorities.

Agreed that the new site should put care first, making “Get Help” the main action, followed by “Donate”.

Defined key content areas that needed restructuring — especially around fundraising, volunteering, and storytelling.

[02] Client Consultation

Discussed audit findings with the APAP team to understand their goals, audience needs, and content priorities.

Agreed that the new site should put care first, making “Get Help” the main action, followed by “Donate”.

Defined key content areas that needed restructuring — especially around fundraising, volunteering, and storytelling.

[03] Information Architecture & Content Strategy

Created a new, logical sitemap that clearly separates helping from getting help, making the user journey effortless.

Defined what content should live on each page, ensuring messages are clear, purposeful, and emotionally resonant.

Introduced stronger hierarchy and calls to action, elevating impact stories and simplifying decision-making for users.

[03] Information Architecture & Content Strategy

Created a new, logical sitemap that clearly separates helping from getting help, making the user journey effortless.

Defined what content should live on each page, ensuring messages are clear, purposeful, and emotionally resonant.

Introduced stronger hierarchy and calls to action, elevating impact stories and simplifying decision-making for users.

[03] Information Architecture & Content Strategy

Created a new, logical sitemap that clearly separates helping from getting help, making the user journey effortless.

Defined what content should live on each page, ensuring messages are clear, purposeful, and emotionally resonant.

Introduced stronger hierarchy and calls to action, elevating impact stories and simplifying decision-making for users.

[04] Hand-Off

Delivered the new sitemap, content guidance, and structural recommendations for client review.

The design team implemented the updates, making visual and UX tweaks based on client feedback.

Final design changes were handled post-handoff — details of which were not shared following the UX phase.

[04] Hand-Off

Delivered the new sitemap, content guidance, and structural recommendations for client review.

The design team implemented the updates, making visual and UX tweaks based on client feedback.

Final design changes were handled post-handoff — details of which were not shared following the UX phase.

[04] Hand-Off

Delivered the new sitemap, content guidance, and structural recommendations for client review.

The design team implemented the updates, making visual and UX tweaks based on client feedback.

Final design changes were handled post-handoff — details of which were not shared following the UX phase.

[Outcomes]

Simplified and Human-Centred Navigation

Users can now find help or ways to get involved effortlessly, with “Get Help” as the clear primary call-to-action.

Simplified and Human-Centred Navigation

Users can now find help or ways to get involved effortlessly, with “Get Help” as the clear primary call-to-action.

Simplified and Human-Centred Navigation

Users can now find help or ways to get involved effortlessly, with “Get Help” as the clear primary call-to-action.

Stronger Storytelling and Clarity

APAP’s mission, impact, and opportunities are clearly communicated through unified, purpose-driven content.

Stronger Storytelling and Clarity

APAP’s mission, impact, and opportunities are clearly communicated through unified, purpose-driven content.

Stronger Storytelling and Clarity

APAP’s mission, impact, and opportunities are clearly communicated through unified, purpose-driven content.

Balanced Empathy and Action

The new structure prioritises compassion first, while still empowering supporters to donate, volunteer, and fundraise with confidence.

Balanced Empathy and Action

The new structure prioritises compassion first, while still empowering supporters to donate, volunteer, and fundraise with confidence.

Balanced Empathy and Action

The new structure prioritises compassion first, while still empowering supporters to donate, volunteer, and fundraise with confidence.