How Pixeled Eggs Redesigned the Missing People Website
Missing People supports an estimated one million people affected by disappearance each year. Pixeled Eggs redesigned its website with the families of missing people, to help the charity double its reach in three years.
Pixeled Eggs for Missing People
Missing People
- Client
- Missing People
- Agency
- Pixeled Eggs
- Type of work
- Websites & CMS, Strategy & UX
- Sector
- Public Sector & Charities
- Scope
- User research, emotion mapping, user testing, UX design, UI design, WordPress, SEO, optimisation
Missing People is a lifeline for an estimated one million people affected by disappearance every year. It aimed to double the number of people it reached over three years, to help more of those in need and inspire more people to support the cause.
The Challenge
The charity's website had served it well but had become inconsistent and outdated, and no longer met the needs of its users or the organisation. Analytics also showed room to improve engagement and conversion in the donation journeys.
The Approach
Research and co-creation. Pixeled Eggs ran workshops, surveys and group interviews with users and the charity's experts, co-created the solution with families of missing people, and tested key features with users.
An emotion map. Using insight from families and frontline helpers, the team mapped who is involved when a person goes missing and how each audience feels at each stage. Sections of the site were then designed for the user's need at that moment.
Search and donations. Technical and SEO best practice were built in, so people could find the content they need. Storytelling and clear signposting lead visitors towards supporting the cause.
Build and optimisation. The site runs on WordPress with complex technical integrations, and Pixeled Eggs has continued to improve it since launch.
We decided to completely overhaul our site, which had become unmanageable and was never designed with our users in mind. It was a challenging but overall enjoyable experience thanks to Pixeled Eggs' patience, logical thinking and expertise. We were very impressed with how quickly they got to grips with the complexities of our work, the huge volume of content we needed to structure, and the way in which they sensitively engaged with our beneficiaries.
The Outcome
The site is more discoverable, with a 15.5% improvement in page speed feeding better organic search results. Views of the donation pages doubled, and as visitor numbers and awareness rose, donations increased.
2x
Views of the donation pages
38%
Improvement in Google search position
36%
Improvement in click-through rate
17%
Increase in users from organic search
One conversation
Fifteen agencies. One call.