This project focuses on transforming the homepage of the Association of the British Pharmaceutical Industry (ABPI) website to enhance accessibility and user engagement. The ABPI, representing over 120 UK companies producing prescription medicines, aims to make the UK a leader in researching, developing, and using new medicines and vaccines. Their digital presence is crucial for building awareness and driving membership sign-ups.
The project, which began in March 2024 and concluded in July 2024, aimed to redesign the ABPI homepage to comply with WCAG 2.2 AA accessibility standards. This involved extensive research, innovative design solutions, and collaboration with accessibility consultants. Key issues addressed included improving spacing, navigation, and information accessibility.
The primary goals were to refresh the homepage, ensure WCAG 2.2 AA compliance, and enhance user experience. The project was motivated by a mutual recognition of the need for improved accessibility, aligning with the ABPI’s business goals. Regular reviews and testing ensured the new design met accessibility standards.
Innovations included reusable components for consistency, an overhauled news and blog component, and a focus on human-centric design. The strategy involved actionable design changes like a smaller hero banner, redesigned news widget, and mobile optimization.
The project exceeded its objectives, resulting in a clean, modern, and professional homepage. The site now scores higher on accessibility than the industry standard, and has improved sustainability with a lower carbon footprint. The redesign has positioned the ABPI to better support its members and the public, ensuring every user can access the information they need.
