Compassion UK website redesign
Background
Compassion is one of the world’s leading child development and child advocacy organisations. Compasion UK raises funds to support the most vulnerable children even before they have been born. They provide antenatal care for vulnerable mothers, ensure children are vaccinated against deadly diseases and give mothers the skills they need to earn a living. In partnership with local churches, they give children the very best possible start in life.
What we did
To understand the organisation’s aims we embarked upon a thorough investigation into Compassion UK’s setup, including the different roles with a stake in the website, their ways of working, internal processes and, most importantly, their goals. We then combined this information with research including a review of organisational strategies, a range of data, web analytics, competitor analysis, recent developments in the third sector (especially around public perception of charity donations and data handling) and a review of current website content.
Our user research involved a survey with over 2,000 responses as well as face-to-face interviews with numerous supporters and potential supporters. Working closely with the Compassion UK digital team we could produce many strategic insights and recommendations.
USER PERSONAS
With data from user research we could build upon the organisation’s existing marketing segments to produce 5 personas representing important types of user. These personas, including detailed but easy to grasp info on needs, common pain points and typical behaviours, would become an ongoing reference for improving user experiences.
USER JOURNEYS
With the findings from user research and data analysis we could produce experience maps for some of the key supporter journeys on the website and make detailed recommendations for how these journeys could be improved.
CONTENT STRATEGY
Our work on personas enabled us to produce a content prism which provides guidance on developing the organisation’s core story through various content types and categories designed to meet the specific needs of users. We also identified opportunities for Compassion UK to increase engagement of supporters through more impactful follow-up communications which allow them to see and share how their money is used.
TECHNOLOGY SELECTION
We could advise Compassion UK on a suitable content management system for the new site, considering technical capabilities and the desired experience for editors. We also helped integrate legacy platforms with the new site, built with WordPress, for a secure transition with minimal disruption.
BOLD TYPOGRAPHY AND IMAGERY
We used the insight provided by our strategy work to develop a visual style for the new site that would dramatically improve the impact of content and its capacity to engage users emotionally. This was achieved using large, full-width images, more dramatic typography and an iconography that would help make clear the far-reaching benefits of the organisation’s work.
ONGOING DEVELOPMENT AND SUPPORT
As the charity’s appointed digital agency, we’re continuing to work closely with Compassion UK as the website, built as a Minimum Viable Product, moves through various stages of testing and launch, incorporates user feedback, and grows into a full-fledged digital marketing platform. We’re providing additional enhancements to the content creation and publishing features, visual assets, help with third-party integrations and general technical support.
IMPROVED ENGAGEMENT AND FUNDRAISING
Since launching in October 2015, conversion rates among website visitors have more than doubled. Cash donations are up 40% per visitor, and, in December, Compassion UK received more online donations in a single month than ever before, helping them protect more of the world’s children from poverty.
How this helps us on your project
We’re able to partner with organisations to deliver strategic change over long-term projects. By gathering and analysing data from a wide variety of stakeholders and users, we derive insights which drive strategic decision making, and recommendations which deliver immediate and long-lasting value.