Britain’s canals and rivers have thousands of stories to tell, but the Inland Waterways Association had a different challenge. Its website had become a reflection of years of growth, with content, campaigns and information continually added until navigating it became as difficult as navigating the waterways themselves.
Having previously created the charity’s new brand identity, we were invited back to redesign its digital experience. The ambition wasn’t simply to build a better website, but to create a destination that could inspire more people to join, volunteer, donate and play their part in protecting Britain’s inland waterways.
Heartbeat
Every visitor arrived with a different reason – some wanted to become members, others wanted to volunteer, donate, find local events or simply learn more about the waterways. The challenge wasn’t creating separate journeys for each audience. It was helping every user find their own path without losing sight of the charity’s wider purpose.
Our UX strategy centred around three core actions — Join. Volunteer. Donate. These became the foundations of the experience, supported by a mobile-first information architecture that simplified years of accumulated content into clear, intuitive journeys. Alongside this, interactive mapping, branch microsites, editorial content and CRM integration transformed the website into a community hub that could support national campaigns while giving local branches the flexibility to manage their own activity. Throughout the experience, the mission remained visible, reminding every visitor that their involvement could help secure the future of Britain’s waterways.
Impact
The new website gave the Inland Waterways Association a digital platform capable of supporting every aspect of the charity’s work, from campaigning and restoration projects to events, fundraising and membership management. Deep integration with WordPress, CiviCRM and interactive mapping created a scalable platform that continues to evolve alongside the organisation’s ambitions.
Most importantly, the website gave thousands of members, volunteers and supporters a clearer way to get involved. By making participation easier at every stage of the journey, the digital experience now plays an active role in helping protect and restore Britain’s 6,500 miles of inland waterways for future generations.
