Médecins Sans Frontières (MSF) has rolled out a new UK website with the aid of the Torchbox agency.
In need of a refreshed online offering, MSF sought a collaborative partner to conduct an in-depth piece of user research to path the redesign of its UK website.
With the intention to gain an understanding of the goals, behaviours and attitudes of the site’s users before applying analysis and design thinking to identify solutions, Torchbox hosted a deep-dive session; this resulted in gaining an understanding of the charity’s internal culture and identifying potential organisational objectives which would steer audience prioritisation.
Torchbox organised user surveys, Google Analytics behavioural analysis and a series of interviews with potential and existing volunteers to develop new user journeys, ensuring that visitors such as quality volunteers had a more appealing and less frustrating online experience. As a result, they were able to prototype and test a series of pages that would support MSF in increasing the quality of their volunteer applications with minimal fuss for the user.
Ben Holt, UK digital lead and international strategic adviser at MSF, said: “We’ve developed a sophisticated digital strategy in recent years and we wanted to work with an agency which could take it to the next level. The new site had to provide a window into MSF’s frontline work and let our medical work speak for itself. At the same time, we needed to convert a complex range of audiences; the information architecture and design had to be intuitive, and confidence-inspiring.”
“Torchbox helped us explore our ideas, pushing us further than we would have gone ourselves, and worked really hard to understand our brand and our priorities (which will ultimately always be our frontline work with patients). It was a great partnership.”
More can be read on the project here.
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