Maternal Mental Health Alliance

A website that wasn’t reaching the right people.

The Maternal Mental Health Alliance (MMHA) plays a critical role in advocating for perinatal mental health support, yet its legacy website was holding it back. 

Key challenges included: 

• Difficulty attracting key audiences – Engaging new members, funders, and lived experience champions was a struggle. 
• Inefficient support access – Visitors couldn’t easily find the help they needed. 
• A donation experience that didn’t convert – The process wasn’t optimised for fundraising success. 
• A corporate look & feel – The design didn’t reflect the warmth and support the charity provides. 

MMHA needed a website that felt welcoming, engaging, and functional, and we were ready to deliver. 

A digital home that works for everyone.

A deep dive into user journeys during discovery uncovered two key problems: 

• Content was structured around internal priorities, not user needs, making navigation confusing. 
• The design was too corporate, failing to connect with beneficiaries and key audiences. 

To fix this, we focused on: 

• Content streamlining – simplifying and restructuring content for clarity and accessibility. 
• Stronger storytelling – bringing real beneficiary experiences to the forefront to inspire action. 
• A warmer, more engaging design – moving away from a corporate aesthetic to a more welcoming digital space. 

MMHA has helped secure millions in NHS funding across the UK for maternal mental health services, this website needed to match the scale and impact of their work. 

A site that works harder for MMHA and its community.

Our three-pronged approach created a site that was engaging, accessible, and purpose-driven. 

1. Content streamlining – we redesigned the information architecture, ensuring key content was easy to find and supporting MMHA in improving internal content workflows. 
2. Storytelling that connects – the new site puts beneficiary stories front and centre, making it more relatable and impactful, especially for funders and new members. 
3. A warm, inviting digital experience –  
   • a softer typeface and illustration style created a more approachable feel. 
   • a new visual approach to imagery made the site more inclusive and human focused. 

Additionally, we migrated MMHA to our Giant Giving donations platform, streamlining fundraising journeys and increasing conversion opportunities. 

Letting the results speak for themselves.

By making support easier to find, engaging donors more effectively, and creating a site that truly represents the organisation, MMHA now has a digital home that supports its mission for years to come.