Amnesty International
New product development, Web development
Creating an easier-to-navigate website populated with localised stories that compel more people to engage, join, get involved and donate.
By working closely with Amnesty, we were able to decipher their multifaceted international infrastructure and help them gain immediate value from the new global website.
Our goal: to motivate supporters, and attract a new, younger audience to Amnesty. Insight from a major research project guided the design, strategic direction and role of the new website. Our prioritised journeys – those to donate, join and search – were user-tested at the design phase and the results fed straight back into development. This reduced waste and ensured that we were able to make a bigger impact on the site’s performance, more quickly.
Amnesty International’s digital presence is complex – while countries like the UK had their own dedicated site, others such as Zimbabwe did not – so we first needed to determine a role for the global website, and then establish an aligned voice that audiences everywhere could understand and relate to.
On the new site, every country has its own page which tells a localised story of the state of human rights and the positive impact that Amnesty’s work is having there. A/B testing ensured we launched with the most effective and engaging content, and we continue to test, evaluate and optimise page performance as we learn more about how users interact with the live site.
Amnesty.org was designed and built mobile-first, so it performs no matter what device is used to access it. And to encourage conversion, we’ve made it extremely easy for users to donate to their chosen country at any point during their time onsite.
We exceeded all targets set by Amnesty International around the key journeys to donate, join and search. Amnesty saw a 47% increase in the number of people joining via the website – more people making a bigger difference.
How might we help people maintain a healthier and happier way of eating?
How did we help to keep customers buying cars during Covid disruption?
How do you help a market leader stay relevant in an increasingly competitive market?
How might we implement a new platform to drive organisational change within Oxfam?
How might we align Bupa Dental’s brand and introduce a new affordable subscription model for customers?
How might we create a vibrant digital experience for a brand with multiple personalities?
How do you digitally transform an airport?
Create a digital experience befitting of the magic of the Center Parcs woodland experience.
We worked with Bentley to create a luxury shopping experience in just 12 weeks.
How do you help users find a single product, amongst millions, in under three seconds?
How do you make a world-class visitors attraction even more engaging?
