RESPONSIVE WEBSITE

Nacro

Digital innovation
for a leading social justice charity

Digital innovation for a leading social justice charity

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AGENCY
Moove Agency
CLIENT
BGI
SECTOR
Charity
YEAR
2016

Nacro is an established charity with over 50 years' experience as a champion of social justice. Nacro houses and supports vulnerable people.

Nacro offers education and skills for young people outside of mainstream schooling and helps people in custody and the community to reintegrate into society, helping with housingmental health and substance misuse issues. Nacro also supports people to overcome barriers presented by their criminal records and to move on from previous mistakes. 

5
OVERVIEW

Nacro sought a partner to rebuild their nacro.org.uk website to create improved functionality and user experience because their online presence was weak and limited compared to the high level of expertise and skills of their work on the field.

Nacro's needed a bold sector-leading online visibility to show their skill and expertise in helping vulnerable people.

The new website will help to build strong relationships with new partners (organisations from the public, private and chairty sector) and reach a larger audience of people looking for help (young people and adults). There was a need to greet users with a modern and uncomplicated experience across devices and screen sizes which, in turn, would offer higher engagement, interest, and ultimately more satisfaction for their target audiences.

THE PROBLEM

Poor mobile experience, chaotic information architecture and old fashion visual design.

The website was not mobile optimised, causing a poor user experience on mobile devices. The discoverability of Nacro services pages was very weak. The old services tool was difficult to use due to a limited set of features. Also, the services search tool was able to show results only in a small map (not in a list view) which was not so user-friendly.

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The IA was not very organised and not updated, reducing user engagement and discoverability of relevant content. Video and images bring more empathy with users, but the use of media content (especially video) was inadequate compared to the competitor's website.

Moreover, the visual design of the website was dated compared to the more modern UI trends and not very appealing and pleasant for users.

APPROACH AND SOLUTION

How can Nacro get ahead in this competitive sector, meet users needs and business goals?

MOBILE DESIGN
50% of Nacro's users come from mobile devices. So a mobile-first approach was the starting point to ensure a seamless and more engaging users experience across all devices. 

INFORMATION ARCHITECTURE
After mapping all the old and new content, I have worked on the new IA and menu navigation to re-organise the large amount of content.
I introduced a sidebar into the new page layout with two primary purposes:
- Have a room for a secondary menu which help users to browse more accessible the site
- Have a place to display relating content (videos, reports, publications, case studies, news, events) to keep the users engaged while browsing the site.

SERVICES FINDER & QUICK GUIDE
I have re-designed from scratch the Services Finder tool to improve the services discoverability. I have also created a new (predictive) tool "Quick Guide" to give the users quick answers to the most common questions and direct them to the appropriate section of the site.

VISUAL DESIGN
I have then introduced  anew visual direction to create more empathy with the target audience using imagery of real Nacro people. I developed a web style guide to keep the visual design consistent and easy to implement when launching new pages.

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CLIENT TESTIMONIAL

Roberto is a design expert who is able to turn a specification into a visually appealing, user-friendly website. I commissioned Roberto as part of Moove Agency to design a corporate website which was intended to be the best in its sector. A team worker by nature, Roberto worked tirelessly with a small number of developers to produce exactly what was required. He's personable and friendly, presents a convincing pitch and gains a thorough understanding of the brief from the earliest days of the project. He's been able to work through his original concept on a very practical level with our team to implement every detail correctly.
Despite the complexity of the challenge, the final product is simple to use and very successful. 

Roberto is a design expert who is able to turn a specification into a visually appealing, user-friendly website. I commissioned Roberto as part of Moove Agency to design a corporate website which was intended to be the best in its sector. A team worker by nature, Roberto worked tirelessly with a small number of developers to produce exactly what was required.

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MINUCHE MAZUMDAR FARRARM
Digital Communication and Brand Lead

The rest of this case study is password protected.
If you would like to know more about the UX and UI process,
please send me an email at info@robertomarzocchetti.com

The rest of this case study is password protected. If you would like to know more about the UX and UI process, please send me an email at info@robertomarzocchetti.com

I am available for freelance work

I am available
for freelance work

If you want to talk about a new project feel free to drop me a line!

If you want to talk about a new project or just want to say hello, feel free to drop me a line!

© 2019 Roberto Marzocchetti. All rights reserved.