Daytrippers is a wonderful charity, running inclusive days for young disabled people in the UK. They are small and privately funded, ensuring 100% of donations go towards benefiting the children on the day-trips – which we think is pretty great. We’ve been working with them for a number of years and understand their positioning and have seen both their charity and the events they run grow.
For this project they initially came to us as they recognised that their website needed refreshing. Instead of jumping straight in and implementing purely aesthetic changes and adding some of the newer functionality they were after, we thought it would be more valuable to undertake a website audit, in order to help us better understand which changes were important to make and why (pretty key stuff!) An audit would provide extra value and insight for the charity – focusing on their target customers as well as achieving engagement and fundraising goals. Hopefully they could apply the findings from the audit workshop to other areas of their digital strategy as we identified key people and how to engage them, bonus!
Below is what the Daytrippers website homepage looked like before we started the process.. bright, bold and eye-catching but it didn’t quite represent where they were heading:
So how did we undertake this website audit for our friends at Daytrippers?
In our initial workshop we started by understanding what success looked like, then built up profiles around the people who would be using the Daytrippers website, along with how they would bring value to Daytrippers. The purpose of this was to gain insight into these people – their who they are, their motivations, needs and attitudes. After we had created profiles on these people we mapped each persona’s journey through the website, seeing if we could find ways of helping them get what they are looking for as easily and efficiently as possible. The motivations and attitudes of the key personas were kept front of mind when designing the navigation and visual aspects of the changes to the website, ensuring that it was as streamlined and effective as possible.
Here is an example of one of the personas:
So what happened next? Well, all this fed into our revised site structure, new site designs and, time will tell, but hopefully a much more engaging and goal oriented website.
Take a look at it here and don’t forget to tell us what you think!Visit Daytrippers
Hannah is a Digital Producer at Copper.