Future Water Association

Overview

Future Water Association (FWA) is a not-for-profit organisation bringing together innovators, utilities, contractors, and regulators across the UK water sector. Their mission? To drive real change in how the industry collaborates — moving beyond talk to create practical, positive outcomes.

They came to Lumin ready for transformation. Their old website didn’t reflect who they’d become: modern, credible, and forward-focused. It was busy, hard to navigate, and didn’t make it easy for people to join, register for events, or see the incredible work FWA was doing.

The goal was clear — to modernise their digital presence, strengthen trust, and make joining or getting involved as simple as possible. Together, we built a new website that feels every bit as future-focused as their mission.

The challenge

FWA’s existing site had become a bit of a maze. Important information was hidden under layers of pages, and their content management process was weighed down by manual steps and disconnected tools.

The challenges were threefold:

• Clarity: Members and partners struggled to find key information — from events and working groups to membership benefits.
• Conversion: Sign-up journeys for memberships, sponsorships, and events were lengthy, unclear, and often abandoned midway.
• Credibility: The visual identity felt dated, which didn’t reflect the innovation or collaboration happening behind the scenes.

They wanted to reposition themselves as a trusted, forward-looking voice in the water industry — one that attracts innovators and established players alike. To get there, they needed a website that simplified complexity and showcased value in seconds.

What we did

This was a full strategy-to-launch project, handled in structured stages to make sure every decision had purpose behind it.

1. Discovery and strategy

We started with a deep-dive discovery session to unpack everything — the goals, audiences, and operational pain points. That led to a clear strategy: refine the site architecture, shorten user journeys, and create pathways that directly supported FWA’s measurable goals — from new memberships to sponsorship growth.

From there, I built out:

• A sitemap and navigation that made the site effortless to use.
• A messaging strategy to make complex programmes feel approachable.
• A conversion framework for memberships, events, sponsorships, and resources.

The strategy pack became our blueprint — aligning design, copy, and development from the start.

2. Content and user experience

We brought on the talented Amaia from the Lumin Pack to write the copy. Clarity and credibility were the twin priorities. We crafted conversion-friendly copy and layouts for:

• Membership tiers and benefits (with transparent pricing).
• Event discovery and registration.
• Working group information and sponsorship opportunities.

Every section was designed and written for easy scanning — large typography, clear CTAs, and minimal friction. Accessibility was essential, too, given the sector’s older demographic.

3. Design direction

Once wireframes were approved, I created a visual moodboard that reimagined FWA’s identity as professional yet energetic. Clean lines, bold colour contrasts, and a more contemporary visual hierarchy helped the site feel instantly more confident.

We started with a homepage UI design to confirm the tone and aesthetic before expanding into a full mock-up for the complete site.

The design principle was simple: make complexity invisible. Visitors can now glide from discovery to action — whether they’re joining, sponsoring, or exploring FWA’s thought leadership.

4. Development, integrations and launch

We built the site on a modern, flexible system optimised for speed and scalability (Webflow, of course). The build phase covered:

• Full staging setup and QA testing across devices.
• Integrations with Outseta for members and mailing lists, Plausible and Umami for privacy-friendly analytics, Luma for events (direct booking from the website!) and Typeform for smooth data capture.
• A members’ area where users can access PDFs, webinars, and exclusive updates.

We also tackled the practicalities that make or break operations: consolidating admin workflows, improving enquiry handling, and ensuring compliance with data and cookie requirements.

When launch day came, everything was tested, refined, and ready — from redirects for 560 legacy blog posts to seamless domain transition.

5. Offboarding and ongoing support

Post-launch, we ran a hands-on offboarding session with the team, training them on content updates, analytics, and integrations. Growth and support plans were also scoped, ensuring the new site continues to evolve alongside the organisation.

The result

The transformation was immediate. FWA’s new website now looks, feels, and performs like the leading voice they are in the UK water industry.

The feedback says it all:

“Our organisation truly feels like it’s been brought into the future. The site looks incredible — clean, professional, and easy to navigate. The members’ area adds real value, and the whole process with Lumin was smooth, collaborative, and on time.”
— Hannah Spencer, Future Water Association

Beyond aesthetics, the measurable and felt results include:

• Clearer navigation and faster access to key resources.
• Streamlined workflows that save staff time every week.
• A members’ area that adds tangible value for the community.
• A website that actively drives new memberships, event sign-ups, and sponsorship interest.

We've just launched, so watch this space for the tangible outcomes, they're going to be good!

Most importantly, the site now reflects who FWA truly are — an organisation shaping the future of the UK water sector. Such luminaries.

For the team, it’s more than a redesign. It’s a digital foundation built to grow with them — powering their mission to inspire innovation, collaboration, and change across the industry.