About
WRAP, a UK-based NGO focused on waste management and the circular economy, wanted to raise its global profile and improve website usability ahead of a July 2024 redesign. Rather than jump straight to visuals, they chose a data-driven approach: a full expert UX audit.
Axelerant partnered with WRAP on that audit. The aim was to make sure the site revamp and rebrand aligned with the organization's evolving global focus, and that the audit itself would become the foundation for the redesign, turning the site into a global hub for circular living.
The Problem: Limited Global Brand Awareness And Website Usability
WRAP wanted the new site to inspire audiences, attract investment and new business, meet user needs with relevant content, and clearly articulate the organization's mission. Standing in the way:
- Ineffective communication of WRAP's products and services.
- No lead generation capability.
- No data-driven view of the business and user needs the site should meet.
- Limited global reach and poor alignment with WRAP's evolving global focus.
- Inadequate accessibility and inclusivity.
- No coherent content strategy.
A Comprehensive Expert UX Audit
We ran a full audit and delivered actionable recommendations that laid the foundation for a seamless experience across WRAP's diverse global audience.
- Audit aligned with agreed deliverables. We worked closely with WRAP to identify the target audience and the business and user needs the site had to meet, through internal and user research.
- Detailed research. We surfaced opportunities that let the target audience self-serve, and evaluated how effectively the current site communicated WRAP's offerings across Voluntary Agreements, Policy Development, Insight and Research, Technical Support, and Citizen Behavior Change.
- Improvement areas. Identified opportunities to lift lead generation, especially for Voluntary Agreements and new investment.
- Content strategy. Recommended an 'always-on' content approach so WRAP's international audiences stayed engaged and informed.
- Inclusivity and accessibility. Prioritized accessibility so WRAP's mission and resources reach everyone, regardless of ability.
Combining Structured Heuristics With Hands-On User Research
We combined structured heuristics with hands-on user research to give WRAP a redesign roadmap grounded in evidence, not opinion.
- Heuristic analysis. Evaluated usability against established design principles and recommended layout, terminology, navigation, and design consistency changes.
- Expert UX design audit. Assessed and improved the experience, restructured the menu, and proposed personalized user journeys that showcase WRAP's impact.
- User journey mapping. Mapped paths for easy navigation and content discovery, with proactive strategies for attracting new business, promoting existing resources, and highlighting global reach.
- Competitor analysis. Benchmarked WRAP against comparable global players and proposed multi-lingual support and country-specific content for global leadership.
Results: A Clear Roadmap For Redesign
The audit gave WRAP a clear, prioritized roadmap for the redesign. Despite a tight deadline, we delivered on time through close collaboration with the client. The impact:
- Positioned WRAP as a global authority. Our recommendations were built to push the site toward becoming the definitive online resource for circular living at global scale.
- Optimized conversion for key audiences. Personalized journey maps for personas such as new businesses and investors, so the site catered specifically to WRAP's conversion goals.
- Shaped the experience for a rebranded vision. Our insights fed the navigation model and information architecture for the rebranded site.
- Competitive intelligence for global leadership. A SWOT and benchmark against global waste-management players gave WRAP grounded input for positioning as a leading international NGO.
Ask anything about how we ran WRAP - or what it would look like for you.
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