Case Study - Bringing a new brand to life and enhancing the user experience through clear user journeys

The challenge

Cerebral Palsy Alliance (CPA) embarked on an ambitious journey to revitalize their brand through a comprehensive redesign of their website. The aim was to create a seamless experience for their diverse audiences, while also spotlighting their extensive ecosystem of over 20 external sites.

The solution

In partnership with LEVO, CPA unveiled a website that embodies their new branding strategy through reusable design components. The redesigned site features clearer navigation and an optimised information architecture, making it easier for users to locate relevant information swiftly. A universal navigation system enhances the exploration of CPA's network sites, highlighting its extensive ecosystem. The design components and templates provided by LEVO grant CPA the flexibility to produce content that consistently reflects the brand's aesthetic and ethos.

Impact

The new website's clean and modern design significantly enhances the user experience by minimizing cognitive load. Improved navigation systems guide users to their desired information quickly and efficiently. The strategic reduction of text and imagery on each page allows for easier absorption of content, fostering greater engagement. This thoughtful approach to content placement has elevated CPA's online presence, reflecting their status as a world-class service provider and advocate for individuals with cerebral palsy.

About Cerebral Palsy Alliance

Cerebral Palsy Alliance (CPA) is a large not-for-profit organisation delivering world-class services, community advocacy, training and the global centre of expertise for cerebral palsy.

The project

Cerebal Palsy Alliance engaged LEVO to help redesign their website with the aim of bringing to life their new brand strategy, optimising the user experience for their audiences and bringing awareness of their wider ecosystem to users. LEVO would design the assets that would then allow CPA’s internal developer to bring the website designs to life.

The goal was to enhance the user experience for their audiences and to raise awareness of their broader ecosystem. LEVO was tasked with designing the assets that would enable CPA’s internal developers to realize the website designs.

Through a collaborative discovery workshop, LEVO and CPA meticulously mapped the end-to-end journeys of CPA’s varied target audiences. This exercise yielded three distinct customer journey maps, catering to individuals seeking information about cerebral palsy, supporters through donations, fundraising, and advocacy, and commercial partners. These journey maps offered invaluable insights into the users' needs, desires, and challenges, facilitating the development of an effective website information architecture.

A key insight emerged regarding the placement of critical content; for instance, the term 'What is cerebral palsy'—the most searched term on the site—was previously buried in the research section. Recognizing its importance, the team strategically positioned this information in the global navigation to enhance its visibility and accessibility, ensuring users could easily find and engage with this essential content.