Gifts in Wills spoke to 3 groups of users:
Ideation began by mapping what users think and ask at each stage, what the GIW team wants them to take away, how the webpage could support those goals, and the content needed to make it work.
To support the Thinking and Deciding groups, the homepage was designed to answer their core questions:
Supporter stories and impact examples were used to reassure and inspire users.
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This page focused on the needs of the Thinking audience.
It highlighted how a gift can create meaningful, lasting impact, reinforced with real stories from people whose lives were changed by supporter generosity.
The page also introduced the “What” and “How” to guide users toward their next steps.
Aimed at both Thinking and Deciding groups, this page explained the different types of gifts users can leave and challenged the idea that legacy giving is only for the wealthy.
Stories from everyday Australians demonstrated how small gifts can create extraordinary impact.
The page then directed users toward the “How.”
Designed for the Deciding group, this page outlined:
Free Will‑writing services from partner organisations were introduced to make the process feel more achievable.
