The challenge was significant: StreetGames needed a website that could effectively serve multiple distinct audiences with vastly different needs. Funders required clear impact evidence and transparent reporting. Community partners needed access to training resources and programme guidance. Policymakers wanted research and advocacy materials. Young people sought inspiration and relatable stories. And the general public needed to understand the charity's mission and how they could help.

The old website had grown organically over the years, resulting in:

• Poor user experience: Complex navigation made it difficult for users to find what they needed
• Unclear messaging: The website struggled to communicate StreetGames' unique value proposition
• Content challenges: Important resources were buried; stories of impact weren't prominent enough
• Technical limitations: The site wasn't mobile-optimised and lacked the flexibility needed for bilingual content
• Missed opportunities: No clear pathways for donations, partnership enquiries, or volunteer recruitment

IE Digital led a comprehensive discovery process following the brand strategy work we'd already undertaken. We held stakeholder workshops with the StreetGames team, trustees, and representatives from their network to understand website objectives, map out user needs, and identify critical user journeys. Workshop exercises revealed the full complexity of the audience landscape – from existing network members who needed quick access to resources, to prospective funders who required compelling impact data before making investment decisions.

The discovery phase sought to answer the following key questions:

• Who is the website for? We identified and prioritised key user groups, with funders, community partners, and young people (and their parents) emerging as primary audiences
• What are the existing pain points? We uncovered key challenges around navigation, lack of clear contact pathways, and content that was too internally focused
• What does the new website need to do? We defined must-haves like clear storytelling, dedicated funder resources, bilingual capability, and easy-to-navigate structure

Based on our discovery work, IE created a detailed project charter that documented scope, defined success metrics, and established guiding principles. The charter prioritised five core objectives:

1. Facilitate Partnership Development & Network Growth – Showcase StreetGames' delivery model and impact to attract potential partners with clear contact pathways
2. Strengthen Fundraising & Donor Engagement – Use compelling stories and transparent reporting to demonstrate impact with easy, secure donation processes
3. Support Programme Delivery & Staff Resources – Develop a resource hub for partners and staff with training materials and best practices
4. Optimise Visibility & Reach – Integrate SEO and content marketing to increase awareness
5. Enhance Youth Engagement & Accessibility – Deliver a mobile-first, intuitive website with clear navigation and inspiring storytelling

Funders needed to quickly assess impact data, understand how their investment would be used, and have straightforward donation pathways. We designed journeys that would allow them to explore case studies, download financial reports, and set up recurring donations with minimal friction.

Community partners – both potential and existing – required clear examples of successful collaborations, accessible training resources, and direct contact with regional teams. We created pathways that demonstrated the benefits of partnership while making it easy to access the support they needed.

Young people needed to see themselves reflected in the content through relatable stories and inspiring examples. We designed experiences that would build awareness over time and showcase opportunities to get involved as young advisors.

Working to balance B2B and B2C needs, we created a streamlined information architecture that organised content around what users wanted to achieve rather than how StreetGames was structured internally. 

A critical requirement was bilingual capability, with key pages needing Welsh translation to serve communities across Wales. We recommended WordPress with WPML (WordPress Multilingual Plugin) to provide seamless language switching and content management.

Visual design brought the refreshed brand to life with:

• Bold, energetic typography using the brand typefaces
• Vibrant colour palette with the distinctive powder blue as the primary colour
• Real photography of young people engaged in sport, showcasing diversity and authenticity
• Dynamic layouts with engaging storytelling modules
• Clear typographic hierarchy ensuring excellent readability and accessibility

Once designs were approved, IE's development team built the site in WordPress, chosen for its flexibility, robust plugin ecosystem, and ease of content management. The build included:

Custom post types and taxonomies for stories, case studies, resources, training materials, news, and events – all integrated with the global taxonomy system to enable sophisticated filtering and search across all content types.

Bilingual functionality with WPML integration, allowing StreetGames to publish content in both English and Welsh with seamless language switching and appropriate fallback options.

Donation integration with secure payment processing, supporting one-off and recurring donations with campaign-specific giving pages.

Resource hub allowing partners to access exclusive training materials, policy updates, and programme resources. The searchable library includes categorisation by programme area, content type, and topic.

Enhanced search and filtering allowing users to find content by audience, topic, programme area, and content type – making self-service intuitive for all user groups.

Mobile-first responsive design ensuring the site works beautifully on all devices, with particular attention to mobile experience given that many young people and community partners would access the site on their phones.

Full accessibility compliance with an integrated accessibility widget and adherence to WCAG 2.1 AA guidelines throughout, ensuring the site is inclusive for all users.

SEO optimisation with comprehensive metadata, schema markup, and content structure designed to improve search visibility and drive organic traffic to key pages.

Throughout the build phase, IE worked closely with the StreetGames team to ensure the website met their evolving needs. We conducted regular sprint reviews, gathering feedback and making iterative improvements based on real user testing.

We set up a thorough acceptance testing process using BugHerd, allowing the StreetGames team and stakeholders to submit issues directly on the staging site. IE monitored the system closely, resolving critical issues before launch and ensuring the site was thoroughly tested across browsers and devices.

We also provided comprehensive copywriting services, applying the messaging framework from the rebrand to create compelling, accessible content across the entire website. The copy balanced evidence-based impact reporting with authentic storytelling, ensuring every page spoke directly to its intended audience while maintaining the warm, professional tone that defines StreetGames.

The website launched successfully in November 2025, coinciding with the public announcement of the charity's updated brand. The launch represented the culmination of a collaborative journey transforming StreetGames' digital presence to match the ambition of their mission.

The new website immediately began delivering results:

• Improved user experience: Clear navigation and intuitive structure made it easy for all audiences to find what they needed
• Enhanced storytelling: Prominent case studies and impact stories brought the charity's work to life
• Streamlined fundraising: Clear donation pathways and campaign pages made it easier than ever for supporters to give
• Resource accessibility: The member hub provided partners with instant access to training materials and guidance
• Youth engagement: Young people could see themselves reflected in the content and understand pathways to get involved

IE continues to support StreetGames with ongoing hosting, maintenance, and technical support through our dedicated helpdesk, ensuring the website remains a powerful tool for changing young people's lives through sport.