Powerful, emotive & conversion optimized UX

UNICEF engaged Adrenalin to deliver a best-of-breed suite of responsive digital assets, including the primary UNICEF Australia website. It was imperative that the user experience be as seamless as possible for visitors as they traversed between the UNICEF website, social channels, video portals, blogs and advocacy sites; consuming content and building “donor-intent” along the way.

Adrenalin adopted a ‘user-first’ approach, undertaking extensive internal and external stakeholder research workshops. The seamless journey to donation maintains the donor’s emotional connection by using relevant imagery from the story that first captivated them. The optimized user journey encourages donation and helps convert one-time supporters into monthly donors.

An intuitive and intelligent content management platform was also built, allowing UNICEF staff to quickly and easily publish content catering for a variety of scenarios. This is critical, especially during times of global catastrophes, such as the 2016 Fijian Cyclone, the platform can cope with the sharp increase in traffic and donations.

Ecommerce is seamlessly integrated into the website. The Inspired Gift Shop section of the site further enables users to donate. Throughout the website the navigation is intuitive allowing the user to easily move between the pages, consuming relevant content while being encouraged to share across their own social channels.

To drive deeper engagement with the Australian public we improved the user experience across UNICEF’s digital channels. To optimize UX, the website design is a complete departure from traditional charity sites by presenting powerful imagery in an uncluttered, wide-form manner.