British Red Cross
Putting action into words online.
Problem
The British Red Cross are always ready to act in a time of crisis. From large scale tragedy to individual struggle, they aim to always be there to help people that need it. But over time their website had grown out of control with over 4000 pages it was confusing to use, to navigate and most importantly – to find help.
Solution
I was part of a UX and content team to build a better website and digital experience for British Red Cross users. We started by auditing the existing website and IA, first understanding the different routes users could take, and secondly learning about the diversity of the users themselves.
Next we focused on the content and its tone of voice. We prioritised clarity and used storytelling to motivate action – whether to donate, volunteer or ask for help. We also made sure that the experience was always inclusive and accessible, specifically for those in need at a time of crisis.
Impact
The new website increased donations on mobile by 13.5% and tablet by 17.4%. We consolidated 74 services into 7 easily to access online hubs. And we also provided the British Red Cross team with digital visual and voice guidelines so they could easily maintain and update their website in future.
An example of the British Cross homepage shown on a laptop, mobile and tablet device. Credit: Rufus Leonard
Key skills
UX and UI writing
User personas
Content design
Content strategy
Information Architecture design
Brand guidelines
Read the full case study here.