Case study: Wellbeing of Women
Challenge
A 14-year-old charity website with low engagement, negatively impacting applications and donations
Action
Replace site design with something user-friendly and modern that helps people interact with Wellbeing of Women
Results
96% increase in average user time on site, 1200% increase in regular donation sign ups, dotCOMM Awards Gold Winner
Services
Writing, research, interviews, content audit, content strategy, site testing
Wellbeing of Women is a medical research charity with a strong legacy; without it, there would be no HPV vaccine or knowing to take folic acid during pregnancy.
But, in January 2020, many people would have struggled to find that out.
Its website, which hadn’t been updated since 2006, was difficult to use — its navigation bar contained menus within menus, sending you in circles. Its writing also contained too much medical jargon.
The charity does incredible work, but it was failing to show this to visitors.
So I worked with a team of developers and designers to create one that would:
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Competitor research
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User workshops
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Content strategy
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Wireframes, visuals and copy
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Actioning feedback
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Final user testing and launch
We established that Wellbeing of Women needed a modern, responsive website which would show off its pioneering work — without alienating existing supporters.
So we refreshed its information architecture, tone of voice, style guide, health content, palette, font, and more.
The launch
The new website launched in May 2020. It was now somewhere visitors could easily find out about the charity, learn about their health and how to support the charity’s work.
Translating jargon
“Developing an understanding of maternity healthcare professionals’ responsiveness to help-seeking behaviours from maternity service users”
Before
“How can healthcare professionals better support women during pregnancy?”
After