Through an iterative Design Thinking approach, priority MVP-style (Minimum Viable Product), content was identified and designed. By developing two content tracks — ‘I know what I want’ and ‘I know what problem to solve’, we were able to:
- Cater for different degrees of maturity around the world.
- Help individuals to quickly fulfil directives or resource recommendations from peers and leaders.
- Tell the whole story, providing context for what, when and why tools should be used, without being unnecessarily overbearing.
The Growth Maturity blueprint overlays movement-wide, growth team and headquarter interests into a single working model, aimed at supporting growth and maximising the resources available. Special attention was paid to developing self-sufficiency within priority countries, and developing future leaders who could informally augment the core team by delivering coaching and mentoring.
It was important to house this resource in one easy to access and centralised place, so in collaboration with other Amnesty International departments, the team adapted a branded template site, known internally as ‘the Alpha site’, to build a simple, multi-lingual, working website in just one day.