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Content rules: engaging a
diverse audience through a
coherent content strategy
Seminar
22 January 2014
London
#CCStrategy
Seminar
22 January 2014
London
#CCStrategy
A focus on objectives How strong principles helped define a radical new
approach to content for the Oxfam GB website
January 2014
Gez Russell, Editor, Oxfam.org.uk
About the site
• 5 million unique visitors a year
• 3 main websites
• Promoting wide range of ways to get involved
• To a wide variety of audiences
• Huge continuous internal demand
• Social media, email, mobile
What needed fixing
• 25,000 pages!
• ‘IA creep’
• No clear philosophy – quantity over quality
Page 5
Who? What? Why?
The research
• 24 hours of stakeholder interviews
• 600+ business requirements
• User requirements gathering by survey,
focus group & contextual interview
• 3 days of ideation
• 16 weeks of designing customer journeys
and wireframing
• 1800 hrs of creative design & prototyping
• Card sorting
• Tree testing
• Competitor review
• Content audit
• 79 prototypes pages tested with 91 users
and 15 stakeholders
• A multi-disciplinary team
In short:
• Business expertise
• Design expertise
• Users’ input
• Best practice
• Research
• Analytics
The vision
“A catalyst for change”
A richly-featured, user-orientated website
which supports Oxfam's objectives
by informing, engaging and inspiring
our UK supporters to take action.
The principles
• Always inspire action
• Design for Persuasion
• Reinforce trust
• Always deliver onward journeys
• Design for mobile
• Ongoing evidence-based optimisation
The audit
92% of traffic visits
just 9% of pages
Establishing a framework
A new site, not a migration
• No more than 400 ‘curated’ pages
• Only action-centred content (no editorial for its own sake)
• Reinforce trust
• Supporter and professional content separated
• Use of self-archiving functionality where possible
Checklist for contributors
• Think content, not pages
• Does it duplicate or overlap existing content?
• How far does it meet the site principles?
• Does it have an obvious home in the site IA?
• Is it action focused?
• Is it for a UK audience?
Page 12
Page 13
Benefits since redesign
• Retained clear user journeys
• Better quality control (including processes and workflow)
• More test and learn
• Fewer inappropriate briefs, dealt with quicker
Thank you
About the author Gez Russell has been the editor of the Oxfam Great Britain website since 2006,
responsible for general user experience, and the coordination and quality control
of supporter content. He also provides inhouse training on web writing, with a
special focus on mobile. Outside the day job, Gez also freelances as a copywriter
and digital content consultant.
#CCStrategy
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