The Kiltwalk, a unique Scottish fundraising event that enables various charities to receive all funds raised by thousands of walkers, had gained popularity in its first two years and was now preparing for its third. To effectively communicate its benefits and events to the public, the Kiltwalk sought to create a user-friendly platform.

With walking events held in Scotland’s four largest cities, each offering both short and long-distance options, and an additional event for children, the Kiltwalk aimed to reach a wide range of participants. The site needed to resonate with individuals interested in participating in these events, highlight the numerous charities that could benefit from the funds raised, promote corporate sponsorship opportunities, and appeal for the much-needed event volunteers who make these events possible.

Through thorough research into the needs of each of the four primary user groups—walkers, charities, sponsors, and volunteers—the findings were mapped alongside future aspirations for the event. This strategic approach allowed for the design of a site structure that effectively communicated the key benefits to each group, ensuring a direct and engaging user experience throughout the entire user journey, from the initial interest in participating to the final volunteer recruitment efforts.