In July 2016, we launched the new homepage. As a hub for users to begin their journeys, we needed to decrease clutter and highlight key content in a responsive, simple and informative design.
Landing pages and navigation structure
We knew the most important pages for users were in the ‘Arthritis Information’ section of the site. We prioritised these pages, transforming them and their content into a series of responsive templates, creating a seamless experience across all devices. We also redesigned the navigation structure to facilitate journeys across all devices and highlight inner pages within a large navigation.
To ensure an optimal user experience, we also redesigned and built a new donation journey for the Arthritis Research UK website. Once we identified our audience groups, we created a responsive donation journey focused on an efficient, yet emotive, experience for users. We have an ongoing optimisation programme and continue to monitor our progress to increase conversions.
What’s next? Iterative improvements
We believe that iterative and incremental improvements are crucial to maintaining the best possible user experience. Small yet meaningful changes to specific pages, sections or functions of your site can yield significant results.
See for yourself here www.arthritisresearchuk.org