How Pixeled Eggs Redesigned the Breakthrough T1D Website

Breakthrough T1D campaigns for better treatment and support for everyone living with or connected to type 1 diabetes, which affects more than 8.7 million people worldwide. For many newly diagnosed people, researchers and healthcare professionals, its website is the first source of information.

The Challenge

The charity had already run extensive user research with its in-house team and another agency, 93 Digital, gathering feedback from more than 1,200 participants. It showed that:

• The site had grown to more than 1,100 pages, and users struggled to find the right information.
• It had to serve everyone from people with the condition and their families to healthcare professionals, researchers and policymakers.
• Long walls of text and limited content formats made it hard to read and hard to manage.

Information architecture, wireframes, a technical discovery and an SEO strategy were also complete, and the in-house team had written a product and content strategy, all of which the rebuild had to deliver. And a global rebrand was on the way.

The Approach

Phase one. In August 2023 Pixeled Eggs relaunched the site on a modular WordPress CMS with a responsive, accessible design, staying faithful to the original research. It was built to flex for the coming rebrand.

Testing. A panel of testers with type 1 diabetes tried the designs before launch, including how the new brand positioning landed.

Phase two. In October 2024 the team reskinned the site for the new brand. It kept the information architecture and added a custom theme and an SEO plan to limit traffic loss from the domain change. Pixeled Eggs also reviewed the SEO migration plans.

Accessibility. Sight complications often affect people with type 1 diabetes, so WCAG 2.1 AA compliance was a key requirement.

Integrations. The build adds enhanced site search, DotDigital, Bolt for fulfilment, and tracking through GA4, Google Tag Manager, Hotjar and Facebook Pixel.

The Outcome

The new site met or exceeded the charity's key performance indicators, with a grade A performance rating and an accessibility score that rose from 57% to 90%. One newly diagnosed visitor emailed to thank the charity for its information, and was inspired to donate and become a supporter the same day.