Daniel Gray, digital engagement manager, WaterAid Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

1. Daniel Gray
@WaterAidUK
WaterAid/TomGreenwood
Using insight to
inform UX and new
modes of
engagement

2. Changing normal
WaterAid is an international not-
for-profit, determined to make
clean water, decent toilets and
good hygiene normal for everyone,
everywhere within a generation.
Only by tackling these three
essentials in ways that last can
people change their lives for good

3. Contents
The website:
challenge &
objectives
The website: trends
& insight
The website:
content design &
UX
The Height
Calculator
Q&A
The ‘Talk to Sellu’
Chatbot

4. The website:
challenge &
objectives

6. Engagement is about connecting people to
WaterAid’s work globally
To create this connection we need people to
feel, think and do

7. Reach
Aware-
ness
Under-
standing
Consider-
ation
Activation Exploration Influencing
Brand
Love
Prospects
Donors/Active
Supporters
Time Knowledge Love
The WaterAid Engagement Framework
shapes their journey

8. Reach Objective:
maximise density of
interaction with
supporters; both
potential and existing
Awareness Objective:
improve recall of
WaterAid brand
Understanding
Objective:
establish trust in
WaterAid - make clear
our vision of changing
normal, evidence
effectiveness of
expenditure,
demonstrate progress
we are making
Consideration
Objective:
convert awareness
and understanding into
intent to engage
Activation Objective:
increase levels of
active engagement –
giving, campaigning,
event participation,
volunteering, etc.
Exploration Objective:
increase second
engagement rates,
either within the same,
or another product
group
Influencing Objective:
encourage supporters
to advocate on our
behalf, using their own
brand to improve the
salience of WaterAid
brand
Brand Love Objective:
increase the number of
supporters who
consider WaterAid to
be the charity they
support above all
others

9. Reach Objective:
maximise density of
interaction with
supporters; both
potential and existing
Awareness Objective:
improve recall of
WaterAid brand
Understanding
Objective:
establish trust in
WaterAid - make clear
our vision of changing
normal, evidence
effectiveness of
expenditure,
demonstrate progress
we are making
Consideration
Objective:
convert awareness
and understanding into
intent to engage
Activation Objective:
increase levels of
active engagement –
giving, campaigning,
event participation,
volunteering, etc.
Exploration Objective:
increase second
engagement rates,
either within the same,
or another product
group
Influencing Objective:
encourage supporters
to advocate on our
behalf, using their own
brand to improve the
salience of WaterAid
brand
Brand Love Objective:
increase the number of
supporters who
consider WaterAid to
be the charity they
support above all
others

10. The website: trends
and insight

11. Global Citizens (GC)
A well-educated segment with strong cultural inclinations (‘culture vultures’) and a broad outlook. The core
group of international charity supporters with the highest potential to WaterAid
Traditional Believers (TB)
A valuable group of elderly people driven by faith / spirituality – an important segment for WaterAid to win
over
Thrifty Living (TL)
A group of financially-constrained parents and younger women with children - important from the point of
view of volume rather than value of donations to WaterAid
Digital Natives (DN)
A large and crucial segment of young technology-focused men – building engagement key for WaterAid
Healthy Image (HI)
A group with a proactive interest in nutrition and health – mostly middle-aged women with a comfortable
standard of living. A sizeable and important segment - scope to build engagement with WaterAid
Traditional Investors (TI)
Finance focused and traditional in their approach, TI mostly comprises older, retired men. They have a
strong domestic focus; hence, can be a challenging target for WaterAid
Audience
Segmentation
Audience
Segmentation

12. Drivers of
engagement

13. Drivers of
engagement
Building brand
love

14. The web in 2017
Time spent online via a
connected device
doubled over the past
decade.
Two key drivers:
• Social networks with
bottomless feeds and
algorithms designed to
increase time spent.
• Mobiles allow individuals
to fill every waking
moment with updates,
notifications and chat.

15. The current UK ecosystem showed us key connection and enhancement
opportunities across orphaned channels and with earned content
*
*
*
Earned Paid

16. What we
knew about
our website
audience
70% of the views were concentrated on the
top 100 pages

17. Most popular journey on site was homepage>donate,
highlighting an audience that arrived primed and
ready to complete an action

18. The rest of the top 20 journeys were information
focused: gathering specifics on WaterAid and
opportunities to get involved

19. Very little of the key content, spread across various
pages, was consumed

20. People weren’t coming to browse, they
were coming with intent.

21. The website is an integral touch point,
but it’s part of the ecosystem and no
longer the centre of it.

22. Our audience comes to us with purpose.
The website helps them achieve that
purpose.

23. What
needed to
change
• Move from WaterAid centric to audience centric
• Understanding audience intent and behaviours allowed
us to optimise the information for high and low
involvement through progressive disclosure.
• Pages deliver consolidated information in line with user
intent, with the option to delve deeper into specific areas
of interest.
• Responsive design to align the site with the behaviour of
our mobile majority of users, from which we expected an
increase across all key action metrics.
• Culture of test and learn imperative.

24. The website: content
design & UX

25. Experience design principles
1. Show me how I can make a difference
Put me at the centre of the WaterAid story
2. Help me understand the bigger picture
Show me how my contribution fits within the context of WaterAid's
approach
3. Let me decide how much detail I get
Give me the core information and allow me to discover more, if I
wish
4. Give me what I came for
Chances are I came to the site with purpose. Guide me towards it
5. Let me get involved, my way
Let me tell you how I'd like to contribute, and give me tools to do
so

26. 1. Minimal, clean and clear
2. Simple messaging. Not
overcomplicated
3. Affordance and space to allow content
to breathe
4. Relevant imagery
5. Clear calls to action
Visual design principles

27. 1. Answer: Why WaterAid?
2. Focus on empathy through storytelling
3. Use our individual voices
4. Audience centric and intent led
5. Highlight the progress alongside the
challenges
6. Build trust (accountability and
transparency)
7. Sense of collective/movement
Content principles

28. Inform
Audience type: I’ve never heard about
WaterAid or heard about them but am
unsure what they do and what they
stand for.
Page purpose: Educate and inform.
Build trust.
Actions: Read, invite to explore related
content or stories, but interrupt with ‘tiny
things to do’.
Header
Footer
Intro
Main Story Module
Exit A Exit B
Sign Up
Community
TRUST ACTIONINSPIRATION COMMUNITY

29. Discover
Audience type: I heard about
WaterAid and want to know what they
are up to. I am generally interested and
convinced.
Page purpose: Introduce options,
tease out things they can do.
Actions: Scan, search, filter and
interrupt with ‘spontaneous things to
do’.
Header
Footer
Intro
More
Quick Links / Resources
Filter
Related
Idea Idea Idea
TRUST ACTIONINSPIRATION COMMUNITY
Idea
Idea Idea Idea Idea
Blog Blog Story Story

30. Take action
Audience type: I know what this is
about. I want to get involved right now.
Page purpose: Inform and take action.
Actions: Choose and sign up. Do not
interrupt with context unrelated content.
Header
Footer
Intro
Related Ideas
Main Story
Overview Form Tips
SIGN UP
TRUST ACTIONINSPIRATION COMMUNITY
Idea Idea Idea Idea

31. FINAL DESIGN: INFORM FINAL DESIGN: DISCOVER FINAL DESIGN: TAKE ACTION

32. 6 UX tips • The purpose defines the layout of the page
• Support sequential processing of information
• One primary call to action per page
• Form follows function. Function follows content.
Content follows strategy. Start with strategy!
• 2 to 3 clicks max to get where you want to be
• 2 options are better than many. Know what your
users want

33. Audience
feedback “A website that shuttles the gratified user smoothly
from engagement and inspiration to motivation and
action. In the Venn diagram of great storytelling, brand
engagement and intuitive UX, this site sits right in the
centre.”
Audience feedback

34. • E-commerce conversion rate uplift of 38% (Jan 17
vs Jan 18)
• Mobile conversion rate uplift of 144% (Nov-Jan 17
vs Nov-Jan 18)
• Website loads 26% faster
• More engaged sessions, longer session time
(+13%)
• Per-session £ value increased by 108%
• Better bounce rate
Results

35. The Height Calculator

36. Our goals

37. Inspiration

38. The user journey

39. The user journey

40. The user journey

41. 1. Site performed exceptionally well in Facebook ads - 4.61%
CTR among target audience of global citizens.
2. Overall Facebook reach was 790,305.
3. Site attracted 57,567 unique visitors and 19,850 email sign-
ups, double original target of 10,000.
4. 1,652 people signed the petition. Audience then taken into
personalised email journey designed to further engage and
convert.
5. UXUK award nomination.
“I think this is novel marketing. It made me think; and I am
looking forward to receiving the email about what I can do.”
“Great way to get user name and email info - touché.”
Results and
feedback

42. The ‘Talk to Sellu’
Chatbot

43. Campaign strategy
If we’re going to bring the fresh taste of clean water to 250,000
people, we’ll need a bit of fresh thinking
For too long, the British
public have felt distanced
from the dirty water crisis –
both geographically and
emotionally.

44. Not any more. This winter, we’ll show how we’re aiming to
bring clean water, decent toilets and good
hygiene to everyone, everywhere by
welcoming the public into Tombohuaun, a
community that encapsulates the global water
and sanitation crisis.
We’ll offer an interactive experience so that the
British public build a strong connection to
Tombohuaun. The residents will feel like
neighbours, each with their own aspirations
and talents. We’ll show that reaching
everyone, everywhere with clean water, toilets
and hygiene really is achievable in our lifetime
– one Tombohuaun at a time.
Welcome to
Tombohuaun

46. About Tombohuan
Meet the people who live in Tombohuaun

47. Bridging the gap with a chatbot

48. Talk to Sellu
• Our first experiment with
Facebook Messenger
automated chat.
• Encouraged users to
personalise their storytelling
experience.
• Content design allowed for
users to determine how much
or how little they wanted to
consume.

49. Talk to Sellu - Design
• Predicted what content the
user would want based on
insight.
• Iterative approach.
• Offered value for increased
interaction.

50. Talk to Sellu - Lessons
• Too free-form? Subscription
rate (10%) could have been
higher.
• Attempted to cater for both
cold leads and existing
supporters.
• But quality of engagement
showed through in sentiment.

51. Q&A

52. The future of engagement:
developing audience-centred strategies
25 April 2018
London
#CCaudience
Sponsored by

53. Visit the CharityComms website to view
slides from past events, see what events
we have coming up and to check out
what else we do:
www.charitycomms.org.uk