Brief
Amnesty International Australia engaged Reactive to conduct a website refocus project. The primary goals of the website refocus project were to increase online activism, and grow the size of their customer database. Secondary goals included encouraging more campaign activity, encouraging the sharing of content and leveraging the social web.
Design & Strategy
Reactive conducted an in-depth research and discovery phase, which included running internal workshops to define personas and scenarios for the various user groups. Following this, Reactive prepared a detailed strategic approach document with our recommendations and road map. Recommendations were prioritised into ‘must-have’ and ‘nice-to-have’ categories for a staged rollout.
Following approval of our strategic approach, Reactive prepared wireframes and visual design for key screens to be redeveloped. The wireframes were submitted for an expert review by external usability consultants to further refine our solution.
As the project was not a complete redesign, Reactive had to ensure the solution was easy to implement by the internal Amnesty Web team.
Solution
Our solution included the following:
- Bringing user activity to the surface to showcase the vibrant online community of like-minded individuals
- Encouraging online actions through clear messaging, simple tools, and demonstrating the outcomes of actions taken
- Providing tools to enable users to spread the work about AIA’s work
- Ensuring that tasks suiting all user groups were clearly presented
- Improved site map, particularly more action focussed top navigation labelling
- Improved site navigation with the introduction of mega-dropdowns for ease of discovery
- Improved visual design, with better use of graphics, icons and imagery
Results
The website refocus project has been a resounding success with all KPI’s being met. The new site receives regular positive feedback from users and Amnesty International Australia are very happy with the result.