Our work: Unicef UK

Doubling conversion rates through user-centred website design

Strategy: Transformation partnerships | Campaign: Content and experience management | Experience: Research and strategy

Through audience surveys and face-to-face interviews, Manifesto gathered the insights needed to redesign Unicef UK’s website on a new platform to deliver a user-centred experience. Editors were given the freedom to engage users with powerful storytelling, enabled by drag-and-drop page builders, a new content strategy and reusable design assets.



“We were extremely impressed with the research and strategy Manifesto worked with us to create. Their interpretation of what this meant for our new website made them the natural choice as our digital agency. We’re looking forward to developing this relationship and seeing how much further our digital capabilities can evolve to support our work for children.” – James McDiarmid, Head of Digital Engagement at Unicef UK


Empowering fundraisers and increasing the impact of campaigns and advocacy

Unicef UK’s website had last been refreshed in 2010. They wanted to reassess the role that the site played in the organisation’s digital strategy, then rebuild it to improve fundraising and increase the impact of campaigns and advocacy.

Audience-centred design and content strategy

Combining extensive audience research with strategic reviews of the existing website, content and organisation, Manifesto produced new user personas, user journeys, content strategy and information architecture to meet the specific needs of users. We then became an extension of Unicef UK’s digital team, helping deliver a new website which provided editors with immersive storytelling tools and simpler workflows.



Award-winning improvements to fundraising and engagement

Following the website launch, conversion rates among website visitors more than doubled, with cash donations increasing by 55% per visitor. The site also scooped several awards, including a People’s Lovie Award for Best Homepage, a Computing Digital Technology Leaders Award for Website Project of the Year, and a Drum Network Award for Charity Campaign/Strategy of the Year.

How this helps us on your project

We’re able to partner with organisations to deliver strategic change over long-term projects. By gathering and analysing data from a wide variety of stakeholders and users, we derive insights which drive strategic decision making, and recommendations which deliver immediate and long-lasting value.



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