We’re very pleased to announce that our recent work for
UNICEF UK, the UK presence of the world’s leading children’s organisation, is
now live at www.unicef.org.uk.
We built flexible page templates using EPiServer CMS 6, which allowed UNICEF UK’s
web editors to create bespoke customised donation pages using a suite of
dynamic components. We designed these components to tap into UNICEF UK’s live
campaign data, specifically to leverage the power behind the psychology of
charitable giving which, although sharing some
similarities to the persuasive techniques we use to guide our work in the commercial
payments sector, is considerably different – and much more complex.
We boiled down our knowledge and research into a 37-point
checklist of psychological principals, which we then combined with another (considerably
longer) checklist of usability, design and technical principles, to inform all content,
layout and functionality. The resulting elements give UNICEF UK’s website
editors a variety of complimentary tools with which to create, test and learn,
with the goal of improving the effectiveness of their donation pages with each
successive iteration.
We’re extremely grateful for the opportunity to work with
such an important organisation, and we’re proud of our work on unicef.org.uk. We enjoyed being pushed
both creatively and technically, driven even harder than usual by the fact that the consequences of delivering an inferior solution were significantly more
disastrous than the loss of a client or not being paid.
Visit www.unicef.org.uk
to experience the donor journey first-hand and make a donation, or read our case study which explains the project in more detail. On second thoughts, forget
the case study – just go and make a
donation!
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