Challenge
Home Office
Create content for a new caseworking tool to process refugees being settled in the UK. Including:
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transactional microcopy
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notifications
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marketing communications
Re-design a campaign page that was ‘owned’ by 3 teams with different aims.
Campaign
The campaign page was not working for all the teams.
2 teams wanted the public to donate to them.
Analytics showed users mostly:
engaged with the charity content
donated to the charities over the resettlement scheme
What I did
Liaised with our team’s business analyst and the other 2 teams to understand requirements.
Re-designed the content so it worked evenly for all teams.
Changes I made included:
restructuring the content
moving the charity content further down the screen to stop users clicking away too soon
detaching the word ‘donate’ from charities to break the association
attaching the word ‘donate’ to the resettlement programme to create a new association
creating clearer verb-led H2s and link content to promote action
Measures of success:
more evenly distributed engagement
donations to both teams