City Bridge Trust

Bridging divides in London

We made it simple for users to apply for the community funding they need.

What we did

  • Content strategy
  • Service design
  • Website design and build
  • Visual identity development

Impact measured against UN Sustainable Development Goals

01 no poverty S 02 zero hunger S 03 good health and wellbeing S 04 quality education S 05 gender equality S 08 decent work and economic growth S 09 industry innovation and infra S 10 reduced inequalities S 11 sustainable cities and communities S
View impact report

Bridge House Estates have been quietly supporting people in the capital for over 900 years. Now they want to step out from behind the scenes to reach people that have been left behind. A new accessible website will make that happen.

City Bridge Trust, the funding arm of Bridge House Estates, is committed to improving the lives of Londoners who face systemic barriers. We worked with them to create an accessible website to better reach these communities and make their funding process more user-friendly.

Through audience research, we discovered that their current systems and language were off-putting and difficult to navigate for busy, hardworking individuals. The new website features a user-friendly eligibility checker and transparent process for applying for funding.

The site also features case studies showcasing the impact of the Trust’s funding programs and the positive change they bring to communities.

citybridgetrust.org.uk

iPad mockup of the City Bridge Trust homepage with a large picture of tower bridge and the tagline 'supporting the people of London'

Co-creating a funding journey that makes sense

City Bridge Trust is deeply committed to partnering with people that are making a real difference in London. They want to use their power and resources to help tackle problems which Londoners are facing every day.

Through the audience insight and discovery process, we realised that despite their best intentions, much of the language and systems CBT have in place in fact do the opposite. By using technical language and assuming all sorts of previous knowledge, they were putting off the exact people that they wanted to reach.

The people who are making a change in their communities are likely to be working two jobs while also caring for a family. They are busy and don’t have time to wade through language that only makes sense if you have a degree in fundraising.

People need to be able to make a quick decision whether it’s worth investing their valuable time in applying for money from City Bridge Trust.

The descriptions of the Trust’s ‘funding pots’ now use the same language that their audiences use when describing their own organisations. The more that users see themselves in this content the more likely they are to get in touch.
Categories which show the descriptions of the Trust’s ‘funding pots’ now use the same language that their audiences use when describing their own organisations. The more that users see themselves in this content the more likely they are to get in touch.

I tend to skim the information about eligibility and make a decision pretty quickly, even for big pots of money. If it’s not easy to find the information I need, or if I have to attend a workshop, then I’m not going to apply. We’ve got a part-time team of two so we just don’t have the time.

Usability testing participant

We created a new eligibility checker that gives quick responses to the basic criteria that City Bridge Trust has for any applications. If applicants are not eligible then there is helpful, friendly content explaining why.

City Bridge Trust eligibility checker first step which shows what people need before they start
The eligibility checker which shows the different funding pots people can apply for
The screen on the eligibility checker which shows why someone is not eligible
If an applicant is eligible then there is a transparent process for how to apply and what happens next. This builds trust and allows the public to understand the amount of effort required to apply for money.
The application process results screen which If an applicant is eligible then there is a transparent process for how to apply and what happens next. This builds trust and allows the public to understand the amount of effort required to apply for money.
The website’s navigation and taxonomies were extensively tested with users to ensure that they used everyday language rather than how City Bridge Trust talks internally.
The city bridge trust navigation in a tablet orientation

Creating content that people actually need

Early on in the project we spent time building an understanding of what different people wanted from City Bridge Trust.

Some of their key audiences included:

  • funding applicants
  • grant holders (people who already have received support from CBT)
  • partner charities and funders
A user journey map for the city bridge trust website made up of post its
Using the expertise of the City Bridge Trust team and their partners we mapped a wide range of audience needs and content that could meet them.
A flow chart showing that the most important content for visitors of the city bridge trust website is available funding streams
A better understanding of the journeys that potential partners go on with the website has allowed CBT to prioritise creation of the most valuable content.
A venn diagram showing how core content is the overlap between business and user needs
The highest value content on the website is the case studies, which meet a wide range of people’s needs.
Some of the most highly-prized content included case studies about the impact of funding programmes. Not only do these explain to people looking for funding the kind of work that CBT supports, but they also showcase the wider impact the Trust is having.
A screenshot of the case study about Theatre Deli
The City Bridge Trust homepage spotlighting the people they have supported
A case study about the Tinder Sticks outdoor adventure charity

A look and feel that embraces all of London

City Bridge Trust has a set of design assets that few other organisations in the world could rival. Who else can feature Tower Bridge as an organisational pillar?

However some of these assets aren’t always that inclusive for certain groups of people. In short, they represent institutions which have in the past created barriers for people. As a result, the visuals for the website needed to represent this incredible history, while still making it feel fresh and inclusive.

By creating a suite of illustrative symbols to overlay and build shapes from, we developed an identity which stays true to City Bridge Trust’s roots while making them feel more approachable.

An illustration of tower bridge made up of lots of small shapes that represent the diversity of London