Square Food Foundation
Making it easier for people to find courses, get involved and support the charity.
Square Food Foundation is a Bristol-based charity that works to reduce hunger, improve health and bring people together through food and cooking. They support a wide range of people, from young learners to families and older people at risk of isolation.
The challenge
The website needed to serve very different audiences, each with different goals but often navigating the same content. People looking for courses, those wanting to get involved and those seeking information about the charity all needed clear, distinct paths through the site.
The existing structure made that difficult. Navigation was inconsistent, key actions were hard to find and it wasn't always clear where different audiences should go or what they should do next.
UX work
I worked with the Digital Lead at Square Food to map how different people used the site, focusing on three key groups: people interested in courses, those looking to get involved and those gathering information about the charity.
We looked at how each group moved through the site, what they were trying to do and where the experience became unclear or created unnecessary effort.
We focused on
- How people find and choose courses
- How supporters get involved, donate or make contact
- How partners and media access key information
- Where journeys break down or create confusion
What we found
Each audience group needed a clearer, more direct route to what they were looking for. The existing structure offered too many overlapping paths, making it harder for people to know where they were or what to do next.
Language and contact points were inconsistent across the site, adding friction at the moments people were most likely to take action.
Simplifying the structure and being more deliberate about how each audience was guided through the site would have the biggest impact.
What was designed
The work pointed to a cleaner, more audience-aware structure with clearer routes and more consistent calls to action throughout.
- Defined clear routes for each audience group
- Simplified navigation and page structure
- Reduced friction in key actions like enquiries and donations
- Introduced more consistent and human contact points
Outcome
The site is easier to navigate and more focused on helping people take action. People can find the right course more quickly, understand how to get involved or access the information they need without unnecessary effort.
Square Food Foundation now has a clearer, more consistent structure to build on, supporting day-to-day use and future development.
Graeme's UX work was invaluable. He offered us clarity and perspective, along with great communication and a down-to-earth attitude that really understands the charity sector.
Square Food Foundation