Diversity Scotland: Scaling Inclusive Impact through Strategic Design
Streamlining Complex Navigation and Brand Systems for a National Consultancy
Collaborators: Magnetic Copy
The Mission
Diversity Scotland is a leading consultancy helping organiations across the UK build equitable and inclusive workplaces. They needed a digital presence that didn't just "talk the talk" but provided a seamless, accessible experience that modeled the very inclusivity they advocate for. The goal was to modernitheir identity, integrate , and ensure the site was a high-converting tool for their diverse sector clients.
The Audit
Diversity Scotland helps organisations build equitable workplaces, yet their own digital front door presented barriers that they knew needed attention. The original Wix website suffered from a jumpy, screen when users moved between pages, an issue that's common across Wix sites, but this disjointed user flow that made finding essential services difficult and an unpleasant experience.
High-risk accessibility failures were present, including white text on bright primary colours (failing WCAG contrast ratios) and text overlaid on busy images.
Crucially, the site was inaccessible to keyboard-only users, and forcing users to external links disrupted the conversion funnel.
The Research
Because Diversity Scotland serves the public, private, and third sectors, the challenge was creating a positive user experience that appealled to everyone from corporate executives to community leaders.
I focused on reducing choice paralysis, as the original had very little information on each page, users were forced click on numerous link to try to find the information they were looking for. This made finding services a hassle, and increased risk of users leaving the site. I prioritised adding service descriptions onto the home page, and into relevant sections to help users find the service that their organisation needed.
Collaborative Strategy (Aligning the Goals)
One of the primary challenges was maintaining the brand's energetic, primary-colour identity while adhering to strict WCAG 2.1 AA standards.
I acted as a consultant, educating the client on how to pair their existing brand colors for maximum legibility. We didn't change who they were; we simply established a safe pairing logic that ensured their message can be read by everyone.
We also developed a new page for The Diversity Co, ensuring their expansion into wider UK markets was technically sound and visually consistent with the core brand.
The Fix
The transition from a disjointed website to one that would perform well, and would be easy to navigate, began with a design phase in Figma.
By building a prototype out in Figma, I was able to create the new navigation structure, eliminating the forced clicking and hidden information of the previous site, and send this onto the client for approval. I replaced the original, uninspiring stock imagery with a mix of client photos, and more modern stock visuals that reflected the charity's impact and values, ensuring every design choice was validated for accessibility and user flow before moving onto development.
Once the design was approved, I migrated the project into Webflow to provide the structural stability that the original Wix site lacked. This removed the unpleasant "jumping" sensations and delayed transitions that had previously frustrated users, and keyboard-friendly navigation, with clear focus states for all interactive elements were added during development.
To ensure long-term success, I concluded the project by providing the client with a bespoke library of training videos, showing them how to manage their new website with total confidence.
The Impact
The result was a high-performance platform that immediate yielded results.
- Rapid ROI: Diversity Scotland received a new inquiry through the website within the first week of launch.
- Stakeholder Confidence: The client now has total confidence when pitching to high-level organisations, knowing their site is fully accessible, professionally streamlined, and easy to maintain.
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