Help an unfamiliar audience build trust
To steer our solution with a user-focussed approach, we created a user type matrix representing the groups that make up our target audience of first-time individual donors. In reviewing the user type matrix, we decided to focus the strategy on migrating 'The Untapped' audience (those with low awareness of UNICEF and low motivation to donate) to 'The Champions' (those with high awareness of UNICEF and high motivation to donate).
By enabling this shift through human centred design, the new website addresses the gaps necessary to bring all user types on the journey to becoming a UNICEF donor.
Make it simple, easy and accessible
Our second design challenge was to provide the UNICEF team with a flexible solution that enables them to continually evolve their website and update dynamic content without relying on outside expertise.
Working in a highly collaborative way, RUSH’s design and product teams created comprehensive design specs and content guidelines. The UNICEF development team led the build of dynamic, modular ‘slices’ that UNICEF content editors can use to build beautiful pages quickly and easily in Prismic CMS.