Adoption England
At the heart of Adoption England was a relentless dedication to user-centric design — resulting in a website that is welcoming and empowering to all, regardless of age, ability, or background.
National Website
Government / Public Service
Accessibility · Inclusion
Lead Designer (Solo)
Overview
One destination for every step of the adoption journey in England.
England's adoption landscape is served by dozens of NGOs, charities, agencies, and bodies — each holding pieces of a vital puzzle. Prospective parents, birth families, adopted individuals, and professionals all faced the same challenge: information was scattered, inconsistent, and hard to access.
Adoption England was conceived to solve this. By consolidating adoption support, documents, resources, policies, and guidance into one authoritative, accessible platform, the site becomes the definitive resource for adoption across the nation.
Communicate
Developments in the sector
Share
Information and resources
Host
National policies/documents
Authoritative Voice
Voice of adoption in England
Core Mission
"Welcoming and empowering to all — regardless of age, ability, or background."
Design Principle
Relentless dedication to user-centric design, tailored to diverse needs.
The Problem
🗂️ Fragmented Information
Critical adoption resources were spread across dozens of NGOs, agencies, and government bodies — with no single trusted source bringing it all together.
🚧 Accessibility Gaps
Existing platforms often overlooked users with disabilities, non-native speakers, or those with limited digital literacy — failing the very people who needed help most.
👥 No Unified Audience Design
Prospective parents, birth families, adopted individuals, and professionals all have distinct needs. No platform addressed them holistically under one roof.
📋 Policy Without a Home
National policies and documents had no authoritative, continuously-updated repository — leaving professionals without a reliable reference point.
Process
Design Approach - Three pillars of the experience
Every decision was guided by empathy for the user's context. Whether someone is beginning an adoption journey or a professional seeking policy documents, the platform meets them where they are.
🎯
Pillar 01
Inclusive by Design
Accessibility was not an afterthought — it was the foundation. Every component was tested for WCAG compliance, screen readers, colour contrast, and keyboard navigation to serve users of all abilities.
🗺️
Pillar 02
Audience-First Architecture
Information architecture was mapped around five distinct user groups — ensuring each audience lands in a space tailored to their emotional state, knowledge level, and specific needs.
🔗
Pillar 03
The Central Repository
A living, structured library of national policies, guidance documents, and sector resources — keeping professionals informed and families empowered without navigating a maze of external sites.
Target Audience
Designed for everyone in the adoption circle
Five distinct user groups, each with unique emotional contexts, knowledge levels, and needs — all served by one unified platform.
Visual Design Concepts
I had created two visual design concepts which are aligning with the logo of 'Adoption England', the client decided to go with the first one
"At the heart of Adoption England was a relentless dedication to user-centric design — resulting in a website that is welcoming and empowering to all."
Project Vision Statement — Adoption England