Since its founding in 2007, Avaaz has quickly become the largest global web movement in history. Tackling all manner of issues – from corruption and poverty to conflict and climate change – its 7 million-plus members from all over the world are helping to define the nature of online activism in the 21st century.

Needless to say we were excited, then, when Avaaaz asked us to lead the full-scale redesign of their site in the summer of 2010. It was a major moment for the organization, as its online identity had remained largely unchanged since its launch almost four years earlier.

We dove deep with their core team for more than 4 months, guiding them through our Online Design Program (ODP). Top of mind was the imperative to account for a truly global audience, with different user-needs depending on language, internet access, social media preferences, and campaign interests. Understanding this audience was key, in particular the split between Avaaz members who want the ability to take action on pressing issues quickly and easily, and those less familiar with the organization, who are going to the site to get a better sense of what Avaaz is all about. They need a richer experience and a clear articulation of the Avaaz's theory of change and its successes. Finally, underpinning it all was the need to ensure that the millions of global citizens who make up the membership are featured prominently. Because ultimately, they are Avaaz.