UNICEF UK
Overview
A ground-breaking new main site for UNICEF UK www.unicef.org.uk harnesses the power of rich media content and imagery, gives clear calls to action and puts the supporter firmly at the heart of the site.
The challenge
- Design and build a new UK website, which would excite and engage supporters. This was a project on a grand scale; the UNICEF UK website attracts over 2.3m visitors per year and contains over 1,000 pages of content.
The solution
- Undertook extensive user research and assisted with focus groups to fully understand what key audiences needed to achieve online
- Designed a multimedia website centred around the stories of the children that UNICEF helps
- A multimedia gateway, appearing throughout the site, allows users to easily view a variety of related content– whether blogs, videos, photos or audio – meaning that previously buried content can now be immediately accessed
- Feedback showed a lack of clear calls to action. These are now obvious on every page of the website, with colour coding used to differentiate between different actions and content
- Evocative background imagery of the countries in which the organisation works help users feel immersed in the environment of the children which UNICEF UK helps
- The new site has also been designed to be intuitive to mobile devices
Results
- Powerful photography, use of rich content and telling the stories of the children who are in need now makes the site more engaging for users, showcases the importance of UNICEF’s work and encourages donations
- The site integrates seamlessly with UNICEF’s fundraising platform making it easy for users to donate
