Laptop screen displaying a WWF webpage with floating trash and plastic waste, including bottles, bags, and containers, on a black background.

WWF Content & Commerce platform

Saving the world’s ecosystems one byte at a time

How might we convince the broad Dutch audience to donate their expertise, time and money to save the Planet Earth?

The Challenge

 

The world’s ecosystems are under threat. The Dutch branche of WNF is one of the most prominent NGO’s to prevent loss of vital ecosystems. The WNF was looking for a digital platform that combines education, storytelling, donations and fundraising as well as e-commerce seamlessly. The goal is to convince a broad Dutch audience to donate their expertise, time and money to save Planet Earth.

In order to get people to donate their time, expertise en money it main focus was to inform the target audience about the current state of the ecology of the planet and stress the impact they can make by supporting WNF nature and wildlife conservation projects. This called for a ‘content first’ approach. After evaluating the existing content, the new sitemap and navigation structure, 10 key pages were selected for which actual content was produced via the Core Content Canvas* as a basis for the UX and UI design framework.

The Method

*The Core Content Canvas is a structured way to prioritize and write user centered content (and features) for webpages.

  • Establish the internal business goals of the page (education, activation or donation).

  • Establish the user tasks a website visitor might have when visiting the page (information, education, activation or donation)

    The overlap between business goals and user tasks signifies important areas for the prioritization of content and functionality on the core page.

  • Establish and prioritize the external and internal inward paths via which visitors visit the page (socials, search engines, news letter, main navigation, etc.).

  • Establish and prioritize the outward paths we want website visitors to take-away or do after visiting the page (further education, making a donation or subscribing to socials or a newsletter).

  • What content (and functionality) and in which order should the content be presented to meet the primary business goals & user tasks whilst keeping in mind the inward and desired forward paths?

  • Depending on the level of detail the Core Content Canvas can be an effective writing tool or a low level wireframe as a basis for further detailing, or both.

Blank business planning worksheet with sections for core page, business goals, user tasks, inwards paths, core content, and forward paths.

The Result

The education, fundraising and e-commerce platform based on an award winning Optimizely platform has resulted in:

+206% conversion rate online donations

+315% number of online donations

+420% turnover webshop

+50% webshop conversion rate new customers

+176% general turnover

My role

  • Establishing the platform goals and KPI framework to measure and steer towards achieving the intended goals.

  • Facilitating co-creation workshop based on the Core Content Canvas & Design Sprint ideation methodologies.

  • Guiding the team of UX & UI designers to reach the intended goals and KPI’s.

  • Initiate platform wide optimization initiatives after go-live based on actionable data.

  • Facilitating ideation session with multidisciplinary teams to generate validated new fundraising initiatives.

CLIENT CASES

  • Screenshot of a Dutch home equity or mortgage website displaying an account overview and potential savings, with options to pay off faster, make homes more sustainable, or renovate.

    Florius - Behavioural Design Sprint

    How might we convince Florius customers to provide insight in their domestic and financial situation periodically in order to service them better during the entire mortgage term journey?

    Expore the case
  • Two smartphones displaying environmental organization mobile apps in Dutch. The first shows a donation page for WWF Netherlands with a donation amount of €77,135,29, and options to donate or set a recurring action. The second screen features eco-friendly activities, including actions for caring for animals, landscapes, and nature, with step-by-step guidance for engaging in environmental activities.

    WNF

    How might we convince youths and adults to donate their time, knowledge and funds to protect the worlds ecosystems?

    Expore the case

  • Kaemingk - Digital twin showroom

    Maintaining a thriving wholesale Christmas shopping business during a global pandemic.

    Expore the case
  • Two smartphones displaying real estate and income-related website pages, with the screens showing text in Dutch and images of people in residential settings.

    Florius - Winning cross-pass

    How might we help independent mortgage advisors to become more relevant to their existing customers by initiating meaningful points of contact during the entire mortgage term?

    Expore the case
  • Two smartphones displaying a dating app in Dutch. The first screen shows a selection of interests with icons and labels, with 'Communication' highlighted. The second screen displays a photo of a woman and a man high-fiving, with a caption 'Work culture' and options to like or dislike.

    ProRail - Recruitment website

    Getting the race for talent on the right track.

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  • Cartoon yellow smiley face with open refrigerator and shopping basket, with the words 'Jummie' in a yellow speech bubble.

    Jumbo Supermarkets - Hackathon

    How can we harness the power of AI to add real value to the daily lives of home cooks?

    Expore the case