Unicef is the world’s leading organisation for children, promoting their rights and wellbeing. Unicef UK raises funds to support this vital work and carries out programs in the UK to promote the rights of children.
Unicef UK recognised that its website was no longer fit for purpose, having last been refreshed in 2010. In 2016, a contract for the design and build of its website was, therefore, put out to tender and split into two parts.
The first was an audience research, content strategy and information architecture project; the second was the website redesign and build itself. Manifesto was selected to collaborate with Unicef UK on both. Manifesto’s responsibilities included revitalising Unicef UK’s approach to online content creation and increasing website visitors, conversions and income.
Manifesto began with the research and strategy phase of the contract to better understand Unicef UK’s internal processes, needs, challenges and aims. Manifesto investigated the different departments of the organisation by conducting a range of desk research activities and a review of organisational strategies, existing supporter data, web analytics, competitor analysis, current website content and recent developments in the charity sector. Manifesto’s research also involved a survey of over 2,000 respondents as well as interviews with supporters and potential supporters. The findings helped Manifesto and the Unicef UK digital team to gather strategic insights and make recommendations.
Using this research, Manifesto analysed Unicef UK’s existing marketing segments to create five personas based on the different needs, challenges and behaviours of common user types. The research also allowed Manifesto to design experience maps detailing key supporter journeys on the website, which were then used as a basis to identify how these journeys could be improved. Manifesto used these personas to identify opportunities to increase engagement among Unicef UK supporters. A follow-up communications strategy was created that allowed supporters to see and share how their donations are used.
With the help of open card sorts and analysis of existing website data, Manifesto produced new information architecture for the website. This allowed content to be grouped in a way that improved user navigation. Manifesto also advised Unicef UK on the most suitable content management system for the new site, and integrated this with legacy platforms to ensure a smooth transition and minimal disruption. Manifesto built the site in WordPress, taking into account the user experience for the editors too. The new site was designed to be user-friendly and allowed editors to build pages and publish content in a broad selection of different layouts. The interface includes a range of modular components for editors to tell immersive stories with video and image content, highlight the benefits of the organisation’s work and embed clear calls to action.
Manifesto also developed a visually impactful style for the new site, designed to enhance the content and increase emotional engagement with users. Large, full-width images and more dramatic typography and iconography were used to achieve this. Using its digital video production capabilities, Manifesto worked closely with the Unicef UK video team to develop the original motion content for the website.
Following its completion, Manifesto now works closely with Unicef UK to evolve the website through continuous improvement and incorporating user feedback to help grow it into a fully-fledged digital marketing platform.
Since launching in November 2016, conversion rates among website visitors have more than doubled. Cash donations have risen by 55% per visitor and, in December 2016, Unicef UK received more online donations in a single month than ever before. In the long-term, Unicef UK is estimating a minimum 50-60% uplift in base-level conversion.
With a new focus on the five personas that Manifesto identified, website content has been audited and reworked to improve user journeys and provide quality over quantity. As a result, Unicef UK has reduced the number of website pages from 4,000 pre-launch to approximately 400.
The website has enthused existing users and encouraged some stakeholders to better understand the importance of the website as part of the supporter experience. The website is now more user-friendly and capable of managing large spikes in traffic, which gives Unicef UK staff more time to create and optimise content.
The Unicef UK website has won several awards, including a Silver Lovie Award and People’s Lovie Award for Best Homepage, a Computing Digital Technology Leaders Award for Website Project of the Year, and a Drum Network Award for Charity Campaign/Strategy of the Year.