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A focus on objectives

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Gerard Russell, Oxfam GB
Content strategy seminar
www.charitycomms.org.uk

A renewed focus on audience needs and organisational goals helped Oxfam develop strong principles to justify and organise its web content. Gerard explained how the charity applied these principles to rationalise a site which had grown to over 20,000 pages down to a manageable and focused web property with clear objectives.
Upcoming CharityComms events can be found here: http://www.charitycomms.org.uk/events

Published in: Technology, Design
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  • 1. Content rules: engaging a diverse audience through a coherent content strategy Seminar 22 January 2014 London #CCStrategy
  • 2. A focus on objectives How strong principles helped define a radical new approach to content for the Oxfam GB website Gez Russell, Editor, Oxfam.org.uk January 2014
  • 3. 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
  • 4. What needed fixing • 25,000 pages! • ‘IA creep’ • No clear philosophy – quantity over quality
  • 5. Who? What? Why? Page 5
  • 6. 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
  • 7. 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.
  • 8. The principles • • • • • • Always inspire action Design for Persuasion Reinforce trust Always deliver onward journeys Design for mobile Ongoing evidence-based optimisation
  • 9. The audit 92% of traffic visits just 9% of pages
  • 10. 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
  • 11. 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?
  • 12. Page 12
  • 13. Page 13
  • 14. Benefits since redesign • • • • Retained clear user journeys Better quality control (including processes and workflow) More test and learn Fewer inappropriate briefs, dealt with quicker
  • 15. Thank you
  • 16. 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.
  • 17. Upcoming events at CharityComms: www.charitycomms.org.uk/events #CCStrategy

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