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User research for a new campaign launch

——

With campaign and brand research

Change Incorporated is a media company owned by VICE Media Group. Their intent is to create a better world by addressing some of the very big challenges we all face today and driving measurable behaviour change.

Change Incorporated logo

What Change Incorporated Wanted

In light of the upcoming launch of new campaigns and expansion to more countries, Change Incorporated wanted to learn about how users engage with their website, in particular for their first UK ‘Quit Cigarettes’ mission. This was the first time the team had carried out research on their new website to validate their design approach.

The team wanted to:

  • Learn about audience perception of their brand and the website
  • Ensure that structural principles of the site were easy to understand, and the site Information architecture guaranteed good user experience and intuitive navigation
  • Ensure content layout and style were easy to engage with

What Bunnyfoot did

2 rounds of user research learning about users’ perceptions of the brand and campaign as well as usability tests evaluating designs on mobile, tablet and desktop in both London and Sheffield with multiple entry points.

Everyone was really satisfied with the work you guys did! We’ve been implementing the recommendations and optimized the overall journey to be more streamlined from the first touchpoint to browsing around on the site.

Sebastian Wulff

Project Manager, Change Incorporated

Rectangle

The Results

  • Understanding of users site perception, ways of navigation and preferred content structure
  • Learnings on how to convey a clearer message of the Change Incorporated brand and its campaigns
  • Positive feedback on the content that brings fresh knowledge on the topic of smoking

The Change Incorporated design and development team were fully engaged throughout the project, observing all research sessions with team members even flying from abroad.

We had rapid feedback loops with the team which meant we were able to quickly adjust our approach based on learnings from users interests and behaviour.

The team’s amazing agile approach and openness to change meant they could quickly take learnings from our research and implement changes following sessions. An example of a change on the ‘About’ page.

Before and after – the ‘About’ page following user research recommendations.

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Read enough? Get in touch

Contact Paul Wallis to discuss your needs

Contact us
If you want to discuss a project or partnering with Bunnyfoot for your experience design needs, contact Paul Wallis

LONDON

4th Floor
54 St John’s Square
Farringdon
London
EC1V 4JL

Tel: 0207 608 1670

SHEFFIELD

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8 Mortimer Street
Sheffield
South Yorkshire
S1 4SF

Tel: 0114 478 2950

OXFORD

Boston House
134 Downsview Rd
Wantage
Oxfordshire
OX12 9FF

Tel: 01235 606 140

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