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Using insight to inform UX and new modes of engagement | The future of engagement conference | 25 April 2018

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Daniel Gray, digital engagement manager, WaterAid

Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

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Using insight to inform UX and new modes of engagement | The future of engagement conference | 25 April 2018

  1. 1. Daniel Gray @WaterAidUK WaterAid/TomGreenwood Using insight to inform UX and new modes of engagement
  2. 2. Changing normal WaterAid is an international not- for-profit, determined to make clean water, decent toilets and good hygiene normal for everyone, everywhere within a generation. Only by tackling these three essentials in ways that last can people change their lives for good
  3. 3. Contents The website: challenge & objectives The website: trends & insight The website: content design & UX The Height Calculator Q&A The ‘Talk to Sellu’ Chatbot
  4. 4. The website: challenge & objectives
  5. 5. Engagement is about connecting people to WaterAid’s work globally To create this connection we need people to feel, think and do
  6. 6. Reach Aware- ness Under- standing Consider- ation Activation Exploration Influencing Brand Love Prospects Donors/Active Supporters Time Knowledge Love The WaterAid Engagement Framework shapes their journey
  7. 7. Reach Objective: maximise density of interaction with supporters; both potential and existing Awareness Objective: improve recall of WaterAid brand Understanding Objective: establish trust in WaterAid - make clear our vision of changing normal, evidence effectiveness of expenditure, demonstrate progress we are making Consideration Objective: convert awareness and understanding into intent to engage Activation Objective: increase levels of active engagement – giving, campaigning, event participation, volunteering, etc. Exploration Objective: increase second engagement rates, either within the same, or another product group Influencing Objective: encourage supporters to advocate on our behalf, using their own brand to improve the salience of WaterAid brand Brand Love Objective: increase the number of supporters who consider WaterAid to be the charity they support above all others
  8. 8. Reach Objective: maximise density of interaction with supporters; both potential and existing Awareness Objective: improve recall of WaterAid brand Understanding Objective: establish trust in WaterAid - make clear our vision of changing normal, evidence effectiveness of expenditure, demonstrate progress we are making Consideration Objective: convert awareness and understanding into intent to engage Activation Objective: increase levels of active engagement – giving, campaigning, event participation, volunteering, etc. Exploration Objective: increase second engagement rates, either within the same, or another product group Influencing Objective: encourage supporters to advocate on our behalf, using their own brand to improve the salience of WaterAid brand Brand Love Objective: increase the number of supporters who consider WaterAid to be the charity they support above all others
  9. 9. The website: trends and insight
  10. 10. Global Citizens (GC) A well-educated segment with strong cultural inclinations (‘culture vultures’) and a broad outlook. The core group of international charity supporters with the highest potential to WaterAid Traditional Believers (TB) A valuable group of elderly people driven by faith / spirituality – an important segment for WaterAid to win over Thrifty Living (TL) A group of financially-constrained parents and younger women with children - important from the point of view of volume rather than value of donations to WaterAid Digital Natives (DN) A large and crucial segment of young technology-focused men – building engagement key for WaterAid Healthy Image (HI) A group with a proactive interest in nutrition and health – mostly middle-aged women with a comfortable standard of living. A sizeable and important segment - scope to build engagement with WaterAid Traditional Investors (TI) Finance focused and traditional in their approach, TI mostly comprises older, retired men. They have a strong domestic focus; hence, can be a challenging target for WaterAid Audience Segmentation Audience Segmentation
  11. 11. Drivers of engagement
  12. 12. Drivers of engagement Building brand love
  13. 13. The web in 2017 Time spent online via a connected device doubled over the past decade. Two key drivers: • Social networks with bottomless feeds and algorithms designed to increase time spent. • Mobiles allow individuals to fill every waking moment with updates, notifications and chat.
  14. 14. The current UK ecosystem showed us key connection and enhancement opportunities across orphaned channels and with earned content * * * Earned Paid
  15. 15. What we knew about our website audience 70% of the views were concentrated on the top 100 pages
  16. 16. Most popular journey on site was homepage>donate, highlighting an audience that arrived primed and ready to complete an action
  17. 17. The rest of the top 20 journeys were information focused: gathering specifics on WaterAid and opportunities to get involved
  18. 18. Very little of the key content, spread across various pages, was consumed
  19. 19. People weren’t coming to browse, they were coming with intent.
  20. 20. The website is an integral touch point, but it’s part of the ecosystem and no longer the centre of it.
  21. 21. Our audience comes to us with purpose. The website helps them achieve that purpose.
  22. 22. What needed to change • Move from WaterAid centric to audience centric • Understanding audience intent and behaviours allowed us to optimise the information for high and low involvement through progressive disclosure. • Pages deliver consolidated information in line with user intent, with the option to delve deeper into specific areas of interest. • Responsive design to align the site with the behaviour of our mobile majority of users, from which we expected an increase across all key action metrics. • Culture of test and learn imperative.
  23. 23. The website: content design & UX
  24. 24. Experience design principles 1. Show me how I can make a difference Put me at the centre of the WaterAid story 2. Help me understand the bigger picture Show me how my contribution fits within the context of WaterAid's approach 3. Let me decide how much detail I get Give me the core information and allow me to discover more, if I wish 4. Give me what I came for Chances are I came to the site with purpose. Guide me towards it 5. Let me get involved, my way Let me tell you how I'd like to contribute, and give me tools to do so
  25. 25. 1. Minimal, clean and clear 2. Simple messaging. Not overcomplicated 3. Affordance and space to allow content to breathe 4. Relevant imagery 5. Clear calls to action Visual design principles
  26. 26. 1. Answer: Why WaterAid? 2. Focus on empathy through storytelling 3. Use our individual voices 4. Audience centric and intent led 5. Highlight the progress alongside the challenges 6. Build trust (accountability and transparency) 7. Sense of collective/movement Content principles
  27. 27. Inform Audience type: I’ve never heard about WaterAid or heard about them but am unsure what they do and what they stand for. Page purpose: Educate and inform. Build trust. Actions: Read, invite to explore related content or stories, but interrupt with ‘tiny things to do’. Header Footer Intro Main Story Module Exit A Exit B Sign Up Community TRUST ACTIONINSPIRATION COMMUNITY
  28. 28. Discover Audience type: I heard about WaterAid and want to know what they are up to. I am generally interested and convinced. Page purpose: Introduce options, tease out things they can do. Actions: Scan, search, filter and interrupt with ‘spontaneous things to do’. Header Footer Intro More Quick Links / Resources Filter Related Idea Idea Idea TRUST ACTIONINSPIRATION COMMUNITY Idea Idea Idea Idea Idea Blog Blog Story Story
  29. 29. Take action Audience type: I know what this is about. I want to get involved right now. Page purpose: Inform and take action. Actions: Choose and sign up. Do not interrupt with context unrelated content. Header Footer Intro Related Ideas Main Story Overview Form Tips SIGN UP TRUST ACTIONINSPIRATION COMMUNITY Idea Idea Idea Idea
  30. 30. FINAL DESIGN: INFORM FINAL DESIGN: DISCOVER FINAL DESIGN: TAKE ACTION
  31. 31. 6 UX tips • The purpose defines the layout of the page • Support sequential processing of information • One primary call to action per page • Form follows function. Function follows content. Content follows strategy. Start with strategy! • 2 to 3 clicks max to get where you want to be • 2 options are better than many. Know what your users want
  32. 32. Audience feedback “A website that shuttles the gratified user smoothly from engagement and inspiration to motivation and action. In the Venn diagram of great storytelling, brand engagement and intuitive UX, this site sits right in the centre.” Audience feedback
  33. 33. • E-commerce conversion rate uplift of 38% (Jan 17 vs Jan 18) • Mobile conversion rate uplift of 144% (Nov-Jan 17 vs Nov-Jan 18) • Website loads 26% faster • More engaged sessions, longer session time (+13%) • Per-session £ value increased by 108% • Better bounce rate Results
  34. 34. The Height Calculator
  35. 35. Our goals
  36. 36. Inspiration
  37. 37. The user journey
  38. 38. The user journey
  39. 39. The user journey
  40. 40. 1. Site performed exceptionally well in Facebook ads - 4.61% CTR among target audience of global citizens. 2. Overall Facebook reach was 790,305. 3. Site attracted 57,567 unique visitors and 19,850 email sign- ups, double original target of 10,000. 4. 1,652 people signed the petition. Audience then taken into personalised email journey designed to further engage and convert. 5. UXUK award nomination. “I think this is novel marketing. It made me think; and I am looking forward to receiving the email about what I can do.” “Great way to get user name and email info - touché.” Results and feedback
  41. 41. The ‘Talk to Sellu’ Chatbot
  42. 42. Campaign strategy If we’re going to bring the fresh taste of clean water to 250,000 people, we’ll need a bit of fresh thinking For too long, the British public have felt distanced from the dirty water crisis – both geographically and emotionally.
  43. 43. Not any more. This winter, we’ll show how we’re aiming to bring clean water, decent toilets and good hygiene to everyone, everywhere by welcoming the public into Tombohuaun, a community that encapsulates the global water and sanitation crisis. We’ll offer an interactive experience so that the British public build a strong connection to Tombohuaun. The residents will feel like neighbours, each with their own aspirations and talents. We’ll show that reaching everyone, everywhere with clean water, toilets and hygiene really is achievable in our lifetime – one Tombohuaun at a time. Welcome to Tombohuaun
  44. 44. About Tombohuan Meet the people who live in Tombohuaun
  45. 45. Bridging the gap with a chatbot
  46. 46. Talk to Sellu • Our first experiment with Facebook Messenger automated chat. • Encouraged users to personalise their storytelling experience. • Content design allowed for users to determine how much or how little they wanted to consume.
  47. 47. Talk to Sellu - Design • Predicted what content the user would want based on insight. • Iterative approach. • Offered value for increased interaction.
  48. 48. Talk to Sellu - Lessons • Too free-form? Subscription rate (10%) could have been higher. • Attempted to cater for both cold leads and existing supporters. • But quality of engagement showed through in sentiment.
  49. 49. Q&A
  50. 50. The future of engagement: developing audience-centred strategies 25 April 2018 London #CCaudience Sponsored by
  51. 51. Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

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