NAAFI's goal was to create a brand new, high-performance website to modernise the user experience, significantly improve content discoverability and align NAAFI's digital presence with the brand's relevance in the UK Armed Forces community.
The new website needed to be capabilities-focused and information-heavy, acting as a strategic asset to enable NAAFI's key stakeholders to attract new contracts and demonstrate organisational capabilities worldwide.
The previous naafi.co.uk site, launched alongside the company's 2021 rebrand, has been surpassed by NAAFI's rapid growth and the significant evolution of its branding. The issues with the previous site included outdated content and design, poor user experience and non-responsive typography.
I began my conducting comprehensive research, which included benchmarking competitors within the military, catering and hospitality sectors. Crucially, I also deep-dived into the structure of successful football club websites - the inspiration here was their need to communicate a complex, diverse range of information to their audience.
Next, I focused purely on the site's structure. I began by mapping out a wireframe of the site's page titles, disregarding design entirely until the foundational plan was confirmed with key stakeholders.
Due to the pressures of the two-month turnaround, I utilised a high-quality third-party template kit as a robust base, allowing myself to focus time on UI refinement and responsiveness.
The outcome is an aesthetically pleasing, modern and highly accessible website. Its design is focused on documenting NAAFI's clear mission - to support UK Armed Forces wherever they are based around the world.
The website boasts a modular homepage highlighting key capabilities, high-quality imagery and engaging statistics, intuitive navigation and mobile-first optimisation.
Discipline Graphic Design, UI/UX Design, Wordpress Development
Created for NAAFI