Client Challenge/Goals: Innocence Canada’s site had not undergone meaningful structural work in years – and the gap between it and how visitors actually behave online had grown. Four distinct audience segments (individuals seeking case review, law students, donors, and journalists) were all arriving at the same undifferentiated homepage with no clear direction. The application process for those seeking help was difficult to locate without prior knowledge of the site’s structure. Compounding this: significant SEO deficiencies and a site that wasn’t built for mobile – despite mobile accounting for the majority of incoming traffic. 

Key Components Produced/Executed: mundy. began with a full content and architecture audit benchmarked against comparable organizations, followed by user research across all primary audience segments. Google Analytics review and heatmapping revealed how visitors were actually moving through the site versus how it was designed to be used. Three design concepts were developed before landing on a final direction: high-contrast, minimalist, built around black and white with restrained accent colour – serious in tone without being cold. All templates were designed mobile-first from a 390px viewport up. The information architecture was restructured around Innocence Canada’s four pillars: legal case review, client support, education, and advocacy. The case review application is now reachable within one click from the homepage. The Exonerees section was elevated into primary navigation with full long-form profile pages. The site launched carrying approximately 40% more content than its predecessor – case profiles, educational resources, student program materials – built on WordPress for full editorial independence by the Innocence Canada team. Kickoff to launch: three months. 

Results: Early post-launch metrics show the infrastructure performing as designed. Mobile session duration is up 38% versus the same period on the previous site. Homepage bounce rate dropped from 74% to 51%. Donation page conversion is up approximately 22% month-over-month since the January 2025 launch.