Redeveloping the corporate website for MSI
I led the complete redevelopment of MSI Reproductive Choices’ (then known as Marie Stopes International) corporate website, to better reflect the organisation’s mission and improve usability.
The challenge
MSI is an NGO on a mission to create a world where everyone has reproductive choice. Through their global network of clinics, outreach services and government partnerships they ensure millions of women have access to contraception, safe abortion and family planning.
The corporate website is their digital front door, providing a space for MSI to raise awareness, drive partnerships and highlight their impact. However, the site had reached a point where it was outdated, difficult to navigate, and lacked a user-centered, mobile-responsive design.
My approach
I began by partnering with UX professionals to conduct an audience survey and user interviews, gathering essential data to understand site visitors and their needs. Recognising the importance of internal buy-in, I also conducted internal stakeholder interviews with senior leaders and established a cross-departmental project team.
This foundation helped align the website’s goals with MSI's organisational strategy, which would be essential when collaborating with the organisation’s 37 country programmes to collect content and data.
Additionally I conducted a content audit, evaluating the performance of existing content and planning what content would be refreshed and carried over to the new website, and what content would be removed and redirected.
With all of this in hand, I worked with digital design agency, Screenmedia, and a copywriter to redesign the site structure, visuals, and create content. I wrote much of the new site content, including case studies and impact pages, and took the lead in designing reusable page templates within the website content management system (CMS) to ensure a cohesive, engaging user experience.
We adopted an agile project methodology, working on different aspects of the website development in short sprints. Once the corporate website was launched, I helped adapt the website design into a country-specific template that could be adopted and personalised by MSI’s different country programmes.
To coincide with this I supported the country teams in creating relevant content and developing their own digital marketing strategies.
Key results
Modern, responsive design: The new website was visually engaging, mobile-friendly, and offered improved platform stability.
Increased engagement: The website allowed for richer, more engaging storytelling. Bounce rates dropped, traffic increased, and calls to action were clear and impactful.
Enhanced global reach: The website made it easier for international visitors to locate local services and contact country programmes.
Country-specific expansion: The project helped drive the launch of an additional 13 country programme websites, tailored to local needs and online service delivery.