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George House Trust is a charity dedicated to supporting people living with HIV across the North West. The organisation provides practical and emotional support to help people come to terms with their diagnosis and live healthy, confident lives free from stigma. Recognising the growing need for digital transformation, George House Trust sought expert guidance on where to start and how to ensure their services were accessible to all users, including service users, volunteers, and staff. George House Trust’s audience is highly diverse, encompassing people of all ethnicities, sexualities, skill sets, employment statuses, and life experiences. Creating a digital experience that catered to this broad spectrum of users was a complex task. Additionally, HIV remains a sensitive subject, and many of the people accessing George House Trust’s services are vulnerable. It was essential to take a careful and considered approach, ensuring that digital improvements would genuinely enhance accessibility and engagement without alienating or overwhelming users. Phoenix Digital conducted a comprehensive research programme to fully understand the needs of George House Trust’s community. This included: • One-on-one interviews with service users, volunteers, and staff members. • Focus groups representing a diverse range of backgrounds and experiences. • A large-scale survey to gather quantitative insights and identify common themes. The research ensured that every demographic across sexuality, ethnicity, employment status, and heritage was represented. These insights formed the foundation for a five-year strategic digital transformation plan designed to improve accessibility, user experience, and engagement. Phase 1 and completion of the website is now live and we are proud to share coverage of this project on Prolific North.