SJA: Public Website
Rebuilding key pages to increase donations and engagement


St John Ambulance's online presence until 2014 was an old Foundation-based site which had undergone a hastily-constructed, mobile-unfriendly responsive retrofit sometime in 2013.

The brief was to rebuild key site templates in Bootstrap 3 to improve user experience, engagement, and donations. The site is currently live at and may have changed since release.


Delivered in sprints, the project first saw me designing new templates for the Donation and Campaign pages, two key pages with templates that are also used sitewide, as well as the main section of the homepage to allow the display of video content.

Similar to the VIP Portal, the front end build was completed around the VB functionality code and styling was LESS-based.


After rigorous testing, the templates were released successfully in late 2014.

In the month post-release, clickthroughs from the Donation page to the Donation form increased by 99% and engagement on the campaign pages (time spent on page) was up by 88% week-on-week.