SSAFA – the Armed Forces Charity

Digital transformation


How do you create an easy-to-use website appealing to a wide range of very different users?

This was our challenge from given to us by SSAFA, who wanted to create a hub that met the needs of a diverse audience, including military personnel, veterans, families, volunteers, potential donors and the general public.

First, we reviewed existing user research and analysis. Then we developed a new goal-orientated site structure, to help different users find the information they needed – looking at everything from navigation and signposting to copy and calls to action.

The results? As well as increasing page views by an incredible 30%, the site has also helped to boost donations by 13% – thanks to goDonate, our next-generation donation experience.