But, with human rights at the heart of all priorities at Amnesty International, the project also needed to make the case for why the Growth Model created an important impact, and the practical steps to achieve it.
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.
A suitable home for this resource didn’t exist, so in cooperation 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.