The process

We began with a deep discovery phase, combining qualitative and quantitative engagement – surveys, interviews and focus groups – with Magic Breakfast’s internal team and external users. This insight helped us map needs across their core audience segments, all of which required tailored content and distinct journeys through the site. Alongside this, we carried out a competitor review and proposition gap analysis.

We used this insight to shape the user experience, establishing clear, flexible pathways for each user group. The design centred on storytelling, with space for real voices and case studies to bring the mission to life. A traffic light content audit helped the team prioritise what to keep, rewrite or remove from the existing 700+ pages. We also worked closely with them to build a staggered content plan aligned with key deadlines.

From a technical perspective, the site was designed with robust CRM integrations to support donations, school sign-ups, events, and training. We also built out the capability to host project-specific microsites on subdomains, giving Magic Breakfast more flexibility to tell focused stories and run targeted campaigns.

The solution

Set to launch in January, the new Magic Breakfast website will serve as a central hub for the charity’s work – powerful, practical and built for scale. With storytelling at its core and user experience driving every decision, the site will better connect the charity’s audiences with its impact, research and services.

The combination of strong design, smart structure and meaningful integrations will give Magic Breakfast the digital platform it needs to grow, influence and deliver – all while staying true to its mission to make sure no child in the UK starts the day too hungry to learn.