As a result of the audience analysis Chameleon conducted, Tearfund now has a clear and in-depth view of all its target audiences and is able to focus on these groups appropriately with a new website that creates user journeys specific to them.
The implementation phase of this project went incredibly smoothly, which I attribute to the rigour of Chameleon’s consultancy, because so many of the difficult questions and issues were identified and addressed head-on and upfront - saving us a huge amount of time and resources once we started building and writing the site.
Nick HarrisDigital Marketing Manager, Tearfund
Background & Objectives
Tearfund is a Christian UK-based international aid and development charity that works around the world to help those living in poverty. It was felt internally at Tearfund that its current website was not fit for purpose and did not communicate effectively what the organisation does and who it is aimed at.
Tearfund wanted Chameleon to provide consultancy that would ensure a new website would be focused on its relevant audiences and would have the full backing of the whole organisation.
Chameleon conducted audience analysis in which the following process was followed:
- Stakeholder interviews: Over 60 face-to-face interviews were conducted with representatives from every department within Tearfund in order to get a clear picture of the whole organisation and all of its audience groups.
- Audience mapping: These audience groups were then placed in a goals matrix that listed what each wanted from Tearfund and vice versa.
- Ranking of audience groups: The senior management team was then asked to rank each audience group in order of preference during a dedicated workshop.
- Wireframe creation: Chameleon created wireframes for the new site to visualise user journeys in order of priority, making sure all audience groups are accounted for.
Tearfund had a clear and in-depth view of all its target audience groups. As a result, the organisation is now able to focus on these groups appropriately, and the new website, www.tearfund.org, creates user journeys that are specific to them.
The site now has the full backing of the organisation as every team has been involved in the planning process, something that had not happened previously.
An additional result of the exercise was also that the information gathered and the process undertaken gave Tearfund a much clearer focus internally. Therefore the senior management team has discussed running a similar exercise each year to ensure the organisation stays focused on its goals.