Unite the Union

We’re proud to be the full-service digital partner for one of the UK's largest membership organisations.

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Unite the Union is one of the UK’s biggest and most established trade unions, representing over 1.4 million members, across 20 diverse industry sectors. Operating across the UK and Northern Ireland, Unite campaign to improve the lives of members, and protect their employment rights.

Our Approach:

Our objective was to achieve organisation-wide consensus for the new website, which had a contemporary look and feel, a streamlined user journey, clearer calls to actions, and a greater purpose for the user.

Challenge:

Websites features, content, and language had become internally focused
Its proposition had grown complex while trying to cater to the needs of stakeholders and user groups
Membership registration had become a complex and cumbersome process
Siloed teams prevented or slowed decision making
CMS was not fit for purpose
The Unite team felt they didn’t have resources to reach their goals or prioritise future effort
The legacy website lacked a consistent focus, making it hard to capture and measure a holistic view of progress

Outcomes:

- Alignment enabled us to deliver a digital platform, built on insight, starting from the very beginning of the user journey, and answering the key question: ‘why join a union?’ with a clear proposition and message.

- 33% increase in online membership applications following the launch of the new platform and continue to see month-on-month increases to Unite’s sign-up rate.

- Retained as Unite’s digital consultancy and continue to iterate and enhance features, delivering ongoing development and search optimisation.

- Positioned us to streamline membership joining process, integrating systems with a third-party CRM provider, as well as ongoing technical support, cloud hosting, and continued digital design direction.