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Mobile Application and Web Development - A British Red Cross Case Study

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Margaret O'Donnell, Head of Digital at British Red Cross, David Peel, Web developer at Eduserv and Charity Client Manager at Eduserv spoke at NfP Technology 2012 about how British Red Cross optimised …

Margaret O'Donnell, Head of Digital at British Red Cross, David Peel, Web developer at Eduserv and Charity Client Manager at Eduserv spoke at NfP Technology 2012 about how British Red Cross optimised their site for mobile.

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  • 1. Engaging with donors in a mobile market - A British Red Cross case studyFelicity Pointer David Peel Web Officer, Web developer, EduservBritish Red Cross John Simcock Client Director, Eduserv
  • 2. Introduction• Eduserv - a NfP IT Service Provider – Managed Hosting & Cloud – Web Development – IAM – Licence Negotiation• Why Eduserv?
  • 3. A crisis can happen anywhere, and toanyone.As well as helping people abroad, the BritishRed Cross helps more than a million peoplein the UK every year.Providing practical help in emergencies,short-term care in the home, and teachinglife-saving first aid skills.
  • 4. British Red Cross digital strategy
  • 5. Digital Fundraising Forum, Summer 2012
  • 6. Driving Donations • Mobile donation conversion rates lower than on desktop • Ready to take donations in an emergency • Payment gateways
  • 7. Business case for mobile • Increase in mobile traffic • Lower donation conversion rate • Nature of mobile usage
  • 8. Digital Fundraising Forum, Summer 2012
  • 9. • Why Sitecore?• Why develop a mobile site and not an app?• Why those user journeys?
  • 10. Near you widget - Before
  • 11. Near you widget - After
  • 12. Near you widget results - Before
  • 13. Near you widget results - After
  • 14. Donations
  • 15. Donation widget
  • 16. Solutions•Mobile or app?•Separate technology site or integratedsolution?•Information architecture (IA) approach?•COPEing with content•Mobile detection, redirection and SEO
  • 17. Mobile or app?
  • 18. Separate mobile site or integrated solution? FreeDigitalPhotos.net
  • 19. HTML5HTML5 is a group of many differenttechnologiesWe used:•HTML5 Boilerplatehttp://html5boilerplate.com/mobile/•Best practice mark-up•Geo location services API
  • 20. Geolocation
  • 21. Information architecture FreeDigitalPhotos.net
  • 22. Shared contentCOPE-ing with contentCreateOncePublishEverywhere
  • 23. Device detection and redirectionWe used 51degrees.mobihttp://51degrees.mobi FreeDigitalPhotos.net
  • 24. Summary•Mobile web – Wide device coverage, cost effective•Integrated technology solution – easily share content,redirection, APIs•Separate content tree for information architecture – totalflexibility, user focused journeys•Shared and customised content•Intelligent mobile site redirection dependent on context
  • 25. What worked well • User-centered design • Iterative process • Talking to the developers • Mobile first
  • 26. What didn’t work so well • Iterative process • Deployment
  • 27. Next steps:•Donation journey during a live emergency•Mobile donations during a live appeal
  • 28. For more information contactHaylie Oriot, Charity Client Manager, Eduserv Haylie.Oriot@eduserv.org.uk 01225 470460 www.eduserv.org.uk