User-centred website and online help-centre for Bookmark Reading.
Launch projectRaising awareness of the childhood literacy gap in the UK
Why Bookmark Reading
“We were inspired by Bookmark's commitment and dedication to making a real change, and wanted their online presence to reflect their important work.”
Michelle Pavey
“By inspiring the joy of reading we can provide the motivation to read to every child and help them succeed in life.”
Research and discovery
We ran a discovery workshop with the Bookmark team to map their audiences and prioritise the most important user journeys, followed by one-to-one strategic calls with the executive team, and a survey for stakeholders who could not attend. We reviewed competitor and sector websites alongside Bookmark’s existing documentation, and tested our proposed information architecture with real users.
The research revealed a consistent picture: the existing site made Bookmark look smaller and less developed than they were, volunteer drop-off from paid social campaigns was high, and none of the key audiences, volunteers, schools or corporate partners, had a clear path to get involved.
User journeys and information architecture
We designed targeted user journeys for each of Bookmark’s key audiences (volunteers, schools, corporate partners and donors), building each around what that audience needed to understand and do rather than how Bookmark was organised internally. IA was tested with real users and refined before wireframes were produced.
Website design and digital brand application
Bookmark had a brand identity, but it wasn’t working hard enough. We digitally elevated it, leading with their illustration style and creating a site that felt credible and inviting while giving the team the tools to publish content and run campaigns independently.
Help centre
Bookmark had asked for an AI chatbot to handle support queries. Having reviewed how their users actually looked for information, we recommended a structured help centre instead: a better solution for users and significantly cheaper to run, with no ongoing AI costs. Clear categories, concise language and an intuitive search function made it easy to navigate, with FAQs and video tutorials covering the most common queries, curated based on previous enquiries to stay relevant and reduce the volume of direct support requests over time.
“We selected Kind to help us create a website that truly reflected our mission and values. From the beginning, they were not only professional and attentive, but also genuinely invested in our cause. Their team guided us through every step of the process, ensuring our needs were met while delivering a final product that exceeded our expectations.”