Epilepsy Action is a leading charity which aims to improve the lives of those who are effected by epilepsy. They approached us as their website had become bloated, dated and not fit for purpose.
Audience Insights
Ponderosa first conducted audience interviews and analysed website traffic to narrow down 17 proposed personas to just 5, entirely reframing how the charity thought about its user base. The personas were subsequently used across the entire business.
Better Insights
We learned that the site was a lifeline for all our personas. But the poor UX meant it was hard to use and the design didn’t match the vital and empowering role that the charity played in people’s lives.
We also collaborated with the SEO team to ensure all insight, design and content decisions were informed by real-world data.
Better Ideas
In design sprints, we created user journeys for the personas, based on data from the existing site. Each user journey was mapped into the wireframes. This inspired:
- More intuitive UX with a slimmed-down information hierarchy.
- A more empowering experience through a more confident design language.
- Bolder use of the brand assets, making it more distinctive.
- A new donation module that encouraged interaction without getting in the way of the user finding information they needed.
- Reducing redundant pages and content without impacting SEO ranking.
Better Results
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