We've reinvented eCards for the modern web; beautiful, easy to use and, above all, optimised for mobile.
Define, design & build.
A modern platform.
For Macmillan Cancer Support, eCards had historically been a successful tool, driving supporter engagement and generating income through donations. However, usage and income had been in decline due to the reliance on the cards’ Flash animations - not supported on Apple’s mobile and tablet devices and riddled with security issues.
User journeys across all devices were generally difficult so Addition worked with the team at Macmillan to define, design and build a new platform along with a range of new HTML5 animated eCards aimed at engaging new and existing supporters, both consumer and corporate.
Optimal user journeys.
Top class mobile experience.
The success of the project was dependent on creating a great user experience regardless of the supporter’s preferred device and with the huge range of different browsers and devices available, Addition had to make the best use of their sector experience and technical knowhow to ensure an optimal user journey.
Focus on users.
Consumers, corporates and admins.
The eCards concept was popular, so to revamp the experience itself and make it consistent with a modern web experience, it was important to recognise the key journeys and features each audience would need. For senders, they needed to be able to easily select, personalise, preview and send eCards regardless of the device they preferred to use. Additionally, corporate users were given the ability to bulk upload of email addresses and add their branding to the cards – great for sending Christmas cards to clients and suppliers.
Recipients needed to be able to receive, open and view the card animations easily – again, regardless of their chosen device. From Macmillan’s point of view, the reporting and back-office requirements needed to be handled in admin-friendly way.
Prototyping is essential.
Iron out issues, test variations, validate solutions.
Working collaboratively with Macmillan, we ran various activities to define the optimum product, both from the users’ point of view and the charity’s, culminating in a responsive prototype which allowed key user journeys to be tested cross-device, including the card opening mechanism and personalisation processes.
Once the definition phase was complete the Addition creative team then looked at the design of both the platform and the eCards themselves.
Concepts and storyboards.
The design phase had two parts: the platform design and the eCards. The platform needed to be on brand, and having worked on a number of Macmillan projects as one of their digital agency partners, the team were well placed to deliver this effectively and efficiently.
This then left the most exciting part: the eCards themselves. The creative team were supplied assets based around a number of themes – Christmas initially, but then expanding to include Easter, Birthdays and a few others – and responded with a selection of concepts.
The chosen ideas were then storyboarded before being brought alive through HTML5 and CSS and launched, along with the new platform, in time for Christmas.
From the very beginning the new Macmillan eCardsplatform has exceeded expectations. It has now sent hundreds of thousands of eCards since launch and brings in an annual income of 6 figures.