The charity had limited insight into the motivations of its online supporters, which Addition addressed through a number of research activities including stakeholder interviews, a competitor review, end user interviews, usability study of existing donation journeys and a stakeholder workshop including SWOT analysis.

Internal organisational requirements — from supporter care, finance, digital, data and IT — were also addressed, and all of these learnings were combined with Addition’s extensive donation experience to create a working, device responsive, prototype that was then user tested.

As the project got underway, we were excited to discover that the charity was undergoing a major rebrand that would result in, amongst other things, a new website being launched in 2017. The plan was for the optimised donation journeys to launch ahead of this new website so we would need to be able to rebrand quickly and with minimum effort.

By working closely with the digital, fundrasing and brand teams at Alzheimer’s Society we were able to future proof the design, taking into account the new brand elements, so that when the rebranded website went live in January 2017, the donation journeys would also relaunch to ensure a smooth transition, both visually and functionally.

This unique design challenge was, through continuous collaboration with the charity, met successfully with a minimum of fuss.