NSPCC’s Learning offering is becoming an increasingly important way of driving additional revenue for the organisation, as well as a key way of spreading good practice about child protection to third parties. To support this growing area, they approached us to make improvements to the user experience across their existing website to:
- Improve sign-posting across the site
- Create new landing pages to aggregate key content
- Improve key pages including the homepage, training landing page and training product pages
- Optimise for improved SEO
- Apply a brand refresh
Working together to identify key areas for improvement
We kicked off this project by reviewing the NSPCC learning site through Google Analytics, heat maps and the results of user testing carried out by the NSPCC team, to gain valuable insight into the performance of the current site.
We took this insight through to a workshop session with NSPCC stakeholders designed to get further insight around future objectives for the site and prioritise areas for improvement.
Helping users find the right course for them
The redesigned training course landing page features a filter that allows users to hone down what they are looking for in an intuitive way as well as allowing NSPCC to showcase their full course offering and future-proof the website as the number of courses grows over time. It was also important to ensure all terminology worked for an external audience, so clarity of content was key to improving this section.
Course pages that increase conversion
The course pages have been redesigned to give users the key information they need to make a decision in a digestible format, using iconography to highlight key information and pulling out the key benefits of the course. The new courses include a ‘buy now’ CTA sticky header and space for testimonials and related courses, to optimise conversion. They are designed to be engaging and work as standalone landing pages allowing NSPCC to use them to promote specific courses.
Creating a user friendly research and resources library
The NSPCC Learning site offers a wide variety of resources for organisations in numerous formats. We created a landing page for these resources that allows users to find what they are interested in, in the format that meets their needs through an intuitive filtering system.
This is supported by a flexible modular resources page template, that accommodates a variety of content depending on the resource type. NSPCC content editors can build these pages to include (or exclude) content blocks.
Bringing the brand to life
Finally we worked closely with NSPCC’s internal brand team and design studio to apply a newly developed brand across these key pages and create a homepage to allow NSPCC to highlight key content and feature courses. This was the first implementation of the new brand online so we were able to experiment with how it was used to bring the brand to life.