The National Association for Children of Alcoholics (Nacoa) is a Bristol based charity that addresses the needs of children in families where one or both parents suffer from alcoholism or a similar addictive problem. Their existing website was underperforming, hard to use and tough to maintain.
We were asked to work with Nacoa to identify their key audiences and to restructure their site so that it better communicated what the charity provided and the kind of services on offer. One of the key goals was to make the helpline as easy to access as possible and to provide clarity and audience focus. We also provided Nacoa with a brand refresh, evolving their existing image into a more professional and up to date format. The brand needed to appear friendly yet active and accessible to all users.
We ran stakeholder workshops and used audience research findings to identify four key audience segments; children, young people, adults and associated professionals. We reorganised their information architecture to create specific user journeys around these audiences. Focussing on the two primary motivations that drew visitors to the site, those looking for help were easily able to access the phone and email help services and those looking for more information or the ability to donate and fundraise were directed to the relevant sections.
Modular provided the following services:
Discovery and Planning
- Digital Consultancy
- Stakeholder Workshops
- Competitor Analysis
- Information Architecture
- Audience Segmentation
- Persona Profiling
- User Journey and Task Modelling
- User Experience Design
- Visual User Interface Design
- Brand Identity Design
- Interactive Prototype
- HTML Interface Build
The new site successfully stimulated an increase in online engagement for the charity. Following the launch of the website in February 2013, Nacoa saw a 62% increase in helpline calls, a 306% increase in helpline emails and a 60% increase in online donations.
What Nacoa users say
Your website is fabulous, I love the feel of it, the relaxed logo – from first glance you can see what the websites about – seeing faces at the centre of the page leaves you in no doubt that this is about people. As a funder I found navigating the site easy and I found everything I wanted, including your number. Very rare!
– Website User, Donor
My story is simple and in no way dissimilar to others I have read on the website over the last year. The reason I am writing is because: Until a year ago I did not know of the Nacoa organisation and I have really benefited from realising that I am not alone in how I feel and that it was not my fault.
– Website User, Help Seeker
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