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Services Work Technology
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Outcomes
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Cloud Platforms
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Marketing Optimisation
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InsightsAboutCareers
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Services
Explore. Build. Grow
Our flexible three-stage framework to craft digital experiences.
Learn more
Expertise
* Digital strategy
* UX design
* Digital design
* Product design
* Web development
* Data and analytics
* Search engine optimisation (SEO)
* Agile-focused delivery
* Strategic client services
Outcomes
* Websites
* Web apps
* Digital transformation
Work
View our portfolio
Explore our range of digital solutions.
Learn more
Industries
* Education
* Tourism and hospitality
* Health
* Manufacturing
* Financial services
* Government
* Charities and NFPs
* Professional services
* Property and construction
* E-commerce and retail
Technology
Optimizely
Kentico
Umbraco
DXP
* Kentico
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Headless
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* Headless CMS
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* Siteimprove
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UNICEF AUSTRALIA
UNICEF Australia aims to deliver long-lasting positive impact for children in
Australia and around the world. As a 100 percent donor-funded organisation, its
website plays a critical role in enabling it to roll out its programs.
Tagged:
Charities & not for profit
Platform:
Kontent.ai
How We Helped:
Digital transformation , Ongoing support and maintenance , Digital design , UX
design , Discovery , Websites , Digital strategy
Who We Helped:
Charities and NFPs
www.unicef.org.au
QUICK STATS
increase in conversion rate
Lighthouse score for SEO
reduction in site errors
THE CHALLENGE
As the world's largest organisation working to protect children, UNICEF is one
of the most universally recognised charities. With operations spanning more than
190 countries, it is the world’s largest provider of vaccines, and provides a
wide range of programs supporting child health and nutrition, safe water and
sanitation, education, HIV prevention and treatment, and protection of children
and adolescents from violence and exploitation.
UNICEF’s mission is to help children survive, thrive and fulfil their potential,
from early childhood through to adolescence.
The organisation’s digital assets play an important role in achieving this
mission – especially as donor activity shifts increasingly online.
For UNICEF Australia, there is an added challenge in carving out its own
identity and raising awareness of the activities it undertakes domestically.
With an ageing website that was doing little to establish its uniquely
Australian positioning, UNICEF Australia approached Luminary to help redevelop
its site.
Among the objectives of the rebuild were: to streamline content publishing –
especially crisis appeal pages, to optimise the donor flow, to attract new staff
and volunteers, and to craft experiences that would facilitate a better
connection with the organisation’s key audiences.
Luminary undertook the project as an end-to-end engagement, from discovery
through to implementation and continuous improvement. (Read about our ‘Explore
Build Grow’ framework for more on Luminary’s holistic approach to digital
development.)
LAYING THE FOUNDATIONS
Our philosophy is that the best outcomes are always underpinned by a thorough
understanding of the problems to be solved. For this reason, the engagement
commenced with a comprehensive discovery process.
The discovery phase began with internal stakeholder consultations to gain a
high-level understanding of the challenges and objectives of the organisation.
From here, we moved into analysing the available data, including: Analytics
Review, Brand and Heuristic Reviews, and Competitor and Comparator Reviews.
Following these reviews, the discovery moved into user interviews, where we
recruited a range of representatives from the audiences we identified in the
earlier stage of the process, including teachers, parents, students,
philanthropists, jobseekers and volunteers. The insights gleaned from these
interviews informed user flows and process maps outlining what each audience was
trying to achieve on the site.
The next stage was to take a deep dive into the site’s Information Architecture
(IA), with a workshop involving representatives from the primary audiences.
During this workshop, four groups sorted 100 pages into four sitemaps, which we
then distilled into a single draft sitemap. The resulting IA features – among
other things – a simplified navigation structure and a tool that allows users to
self-select their audience category to tailor their user journey.
The final stage of discovery focused on technology, with a review of UNICEF
Australia’s technology requirements and a recommendation on CMS selection.
The findings of the discovery process helped to define the direction of the
resulting site, with key takeaways including a greater emphasis on storytelling
based on individuals, as well highlighting the impact of donations. There were
also valuable insights into how best to connect with youth audiences.
DESIGNING FOR GREATER IMPACT
The technical discovery resulted in the decision to build the site on
Kontent.ai, a headless CMS that would enable UNICEF Australia to take advantage
of a best-of-breed microservices architecture approach.
The site was in need of complete modernisation, from both an aesthetic and
functional point of view. One of the main challenges with the old site was that
it was difficult to update, with only a small number of people in the
organisation having the knowledge to create new pages. To take the pressure off
its digital team, UNICEF Australia wanted to move towards a more distributed
editing system. Kontent.ai allowed this to happen through the utilisation of a
suite of reusable components.
From a usability, design and development perspective, the new donation flow was
an area of particular focus. The outcome was an integrated conversion funnel
that gives users more ways to donate and raise funds.
Accessibility was also a key area of focus. During the discovery phase, we
learnt that the global UNICEF brand colour scheme was not fully compliant with
the latest accessibility standards. Poor contrast ratios throughout the existing
site meant that much of it was not highly accessible. To bring the site up to AA
accessibility compliance without compromising on global brand guidelines,
Luminary worked with UNICEF Australia’s marketing and brand teams to create a
‘high contrast mode’, which allows the user to view the site in a more
accessible way.
One of the aims of the project was to address the existing site’s lack of
Australian personality. Luminary worked with UNICEF Australia to create
Australian centric copy and use images of Australian employees and volunteers
working with Australian people.
THE RESULT
The new site has delivered substantial improvements in conversion rate, SEO
performance and overall site health. In the first two months following the
launch, the site’s conversion rate was up by an impressive 79% compared with an
average over the same period for the previous three years. The site’s SEO score
in Lighthouse is now at 92%, up from 79%. There has also been a 99% reduction in
site errors and a 37% improvement in site health. In addition, the site’s
accessibility score has gone from 83 to 87% – this is before even taking the
high contrast mode into consideration (Lighthouse scores only measure the site’s
default settings).
According to UNICEF Australia’s Head of Performance, Insights and Growth,
Jonathan Nolan, the new site provides a far more seamless experience for users,
with the discovery underpinning a whole new design and IA. “The intensive
discovery process helped us to better understand and address our audiences’
needs, including what support was needed, best practices, and what our
competitors were doing.
“Before, we had inconsistent design and it was hard for people to find certain
things. Cardsorting [in the discovery phase] ensured we were designing for a
much more consistent experience and people could find what they needed much more
easily.”
The new site also caters to a wider range of audiences, thanks to insights
gleaned from discovery. Rather than just focusing on financial supporters, the
new site much more effectively engages non-financial audiences, including
parents, teachers, students, prospective volunteers and job applicants.
From an internal perspective, the site is much easier to maintain, giving the
UNICEF Australia team access to tools that can help them better shape
experiences for the different audiences. “The CMS is top class,” says Nolan. “We
went on a journey of getting reviews and references from brands that were
already using the respective platforms. We now have new e-commerce and
personalisation tools that keep us up to date with technology standards, which
in turn helps us be more responsive.”
> “
> We were very impressed with the capabilities of Luminary. The standout for me
> was around the thinking on the discovery and the development of the design
> strategy and design systems. Josh [UX Director] and Thom [Design Director] are
> really great talents to work with. Their experience was super valuable and we
> were very impressed by how they navigated working with our internal
> stakeholders and end users to shape the direction of the design system and IA.
> Abhishek Singh, CIO, UNICEF Australia
KEEP READING
Want more? Here are some other examples of our work that you might be interested
in.
HEALTHYLIFE
Healthylife – part of the Woolworths Group – is a digital startup that provides
customers with health and wellness advice, services and products.
LEGALSUPER
legalsuper approached Luminary following a significant brand refresh and was
faced with the predicament of redesigning and redeveloping their existing
website or investing in a new build on a more suitable technical platform to
suit their future needs.
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