1 September 2026 Maria Simeone
Journal of Experiences
A project that combined research, design, development, and strategy to support the work of one of Africa’s leading nonprofit organizations
The work of Doctors with Africa CUAMM crosses different countries, communities, projects and stories. Telling it online means making a broad and complex reality accessible, helping each person to understand what the organization does, where it intervenes and how they can participate.
The website redesign project was born from this need: a shared path to give greater clarity to the contents, coherence to the digital identity and solidity to a platform that represents one of the main points of contact between CUAMM and people.
It was therefore not just a matter of renewing the appearance of the site, but of rethinking the way in which people come into contact with CUAMM, making the experience clearer and simpler to live.
A project built together
The goal was to make the site more coherent and intuitive, enhancing CUAMM’s identity and facilitating access to its content. To achieve this, we didn’t start with the pages or graphics, but with people and the way they search for, understand, and organize information.
Therefore, before starting the design, we conducted a card sorting exercise: this allowed us to test the content architecture, understand which connections were most natural, and define a structure that better reflects the mental models of site users.
On this basis, we developed an integrated project, in which each activity was designed in relation to the others, approaching the site as a single ecosystem and not as the sum of separate interventions.
- User experience and information architecture: clearer navigation paths and a structure capable of accommodating different needs, from discovering projects to participating in initiatives.
- Interface design: a consistent and recognizable visual system, designed to facilitate reading, orientation, and access to content.
- Front-end and back-end development: a robust and flexible platform capable of managing complex content and simplifying the CUAMM team’s update activities.
- Content support and tone of voice: texts reorganized and adapted to ensure greater clarity, consistency, and continuity throughout navigation.
- Pre-online SEO and migration: careful management of the structure and transition to the new site to protect the organic visibility built over time.
- Digital analytics: measurement tools useful for understanding browsing behavior and collecting data for subsequent developments.
- Ongoing SEO consulting: constant support in analyzing performance and identifying new opportunities for improvement.
A cross-functional approach that has allowed us to combine experience, content, and technology, building a more consistent and solid digital presence over time: the new Doctors with Africa CUAMM website.
Experience before technology
Redesigning the CUAMM website meant addressing a reality rich in meaning, activities, and opportunities for participation.
Understanding the organization’s projects, learning more about its work, supporting a campaign, making a donation, or understanding how to contribute personally are all different needs, which must find clear and recognizable paths within the same digital space.
The work on the User Experience began precisely here: understanding people’s needs and translating them into more intuitive navigation, capable of facilitating access to information and making each path easier to follow.
Technology supported the project. What guided it, however, was the experience design.
A more consistent and robust digital presence
The project also addressed the less visible aspects, yet crucial to ensuring continuity over time.
The redesign included significant SEO preparation before the new site went live, migration management, digital analytics tool setup, and ongoing consulting to support its evolution.
Addressing these elements means preserving the legacy built over the years, maintaining organic visibility, and creating a solid technical foundation on which to grow the project.
E-commerce has also been redesigned
In parallel with the corporate website, we also worked on Regali Solidali‘s e-commerce site, maintaining continuity with the identity of the new digital ecosystem.
The project involved implementing the new visual language, adapting the graphic and text content, developing the platform, and updating the Good Causes section.
The goal was to offer an experience consistent with the main website, facilitating the journey of those who choose to actively support CUAMM’s activities.
A project about care
Working with an organization like Doctors with Africa CUAMM means embracing a mission that puts people at the center, every day.
This is also why the project required special attention: every piece of content, every journey, and every design choice contributes to the organization’s work and facilitates the relationship with those who choose to support it.
For us, designing a digital experience always means caring about how people experience it. In this project, care was not just a value shared with CUAMM, but the principle that guided every phase of the work: from design to implementation, up to the ongoing evolution of the platform.