Image Credit : Kelvin Lin
Project Overview
As the world's largest organisation working to protect children, UNICEF is one of the most universally recognised charities. Its mission is to help children survive, thrive and fulfil their potential, from early childhood through to adolescence. The organisation’s digital assets play an important role in achieving this mission – especially as donor activity shifts increasingly online. For UNICEF Australia, there is an added challenge in carving out its own identity and raising awareness of the activities it undertakes domestically. With an ageing website that was doing little to establish its uniquely Australian positioning, UNICEF Australia approached Luminary to help redevelop its site.
The new site has delivered substantial improvements in conversion rate, SEO performance and overall site health. In the first two months following the launch, the site’s conversion rate was up by an impressive 79% compared with an average over the same period for the previous three years. The site’s SEO score in Lighthouse is now at 92%, up from 79%. There has also been a 99% reduction in site errors and a 37% improvement in site health.
Project Commissioner
Project Creator
Team
Account Director: Liam Thomas
Producer: Amanda Pooley-Brand
Designer: Thom Bransom
FED: Drew Foster, Benoit Morana, Andrew Lismanto
UX: Josh Smith, Dean Berlingeri
Project Brief
Among the objectives of the rebuild were: to streamline content publishing – especially crisis appeal pages, to optimise the donor flow, to attract new staff and volunteers, and to craft experiences that would facilitate a better connection with the organisation’s key audiences.
Project Need
The site was in need of complete modernisation, from both an aesthetic and functional point of view.
User Experience
From a usability, design and development perspective, the new donation flow was an area of particular focus. The outcome was an integrated conversion funnel that gives users more ways to donate and raise funds.
Accessibility was also a key area of focus. During the discovery phase, Luminary learnt that the global UNICEF brand colour scheme was not fully compliant with the latest accessibility standards. Poor contrast ratios throughout the existing site meant that much of it was not highly accessible. To bring the site up to AA accessibility compliance without compromising on global brand guidelines, Luminary worked with UNICEF Australia’s marketing and brand teams to create a ‘high contrast mode’, which allows the user to choose to view the site in a more accessible way.
The new site provides a far more seamless experience for users, with the discovery underpinning a whole new design and IA. In addition, the site’s accessibility score has gone from 83 to 87% – this is before even taking the high contrast mode into consideration (Lighthouse scores only measure the site’s default settings).
The new site also caters to a wider range of audiences, thanks to insights gleaned from the discovery process. Rather than just focusing on financial supporters, the new site much more effectively engages non-financial audiences, including parents, teachers, students, prospective volunteers and job applicants.
Project Marketing
According to UNICEF Australia’s Head of Performance, Insights and Growth, Jonathan Nolan, “The intensive discovery process helped us to better understand and address our audiences’ needs, including what support was needed, best practices, and what our competitors were doing. Before, we had an inconsistent design and it was hard for people to find certain things. Cardsorting [in the discovery phase] ensured we were designing for a much more consistent experience and people could find what they needed much more easily.”
Project Privacy
UNICEF Australia respects the privacy of its supporters and others with whom it deals, and is committed to handling Personal Information in accordance with the requirements of the Privacy Act.
More information can be found at https://www.unicef.org.au/privacy-policy.
Digital - Community
This category is all about helping our communities to connect and engage, from emergency services to Not for Profits to social groups, these apps and sites not may not only assist in delivery but also create efficiencies providing those at the coalface more time to do their important work whether it be fighting fires or managing the local team. It's not all serious though we're also looking for projects that work to help bring the community groups together with fun and enjoyable activities.
More Details