User research for a new campaign launch

What our client 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 we delivered

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.

Two images comparing the website before and after user research was undertaken and a new design following the insights.

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

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.

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

Please complete the following form, alternatively, you can email us. For jobs and work experience opportunities, please visit our jobs page.


Office hours

We are available weekdays, 9am to 5:30pm.

We aim to respond to all messages within 24 hours, if sent within our office hours.