Amnesty’s Urgent Action Network is a vital campaigning tool that enables Amnesty and its global network of supporters to act quickly to hold authorities to account over human rights abuse across the globe.
Yet the Urgent Actions process was cumbersome and growth in the network had stalled. Amnesty approached me to rethink and redesign the user journey to engage more supporters and quantify their impact.
THE APPROACH
Minimum Viable Product
Minimum Viable Product
Amnesty was currently not receiving any meaningful analytics or insight from the existing Urgent Action Network. It meant that informed decisions about next steps were impossible to make. My approach was to deliver a minimum viable product. This meant creating a new user experience based on user research and best practices that could go live in as short as time as possible. It also has other advantages:
- We wouldn’t need to use a huge amount of resources to develop a live product
- We can accelerate the team’s learning regarding what the supporter actually wants/needs whilst using rapid iteration to deliver that
- We can go live quicker and begin testing the product with real users which can lead to further actionable insights.
THE DELIVERABLES
What delivers the best experiences for users?
What delivers the best experiences for users?
At its heart the minimum viable product offered a new streamlined user journey which allowed for data capture at each stage to evaluate success and provide areas of appraisal for any future user testing. It also proposed the following:
- A new taxonomy to ensure that Urgent Actions represent the way that supporters think and relate to associated topics
- A clear identity for Urgent Actions to create a seamless journey for all users across channels, emails, mobile, website etc. It will also differentiate Urgent Actions from other areas of Amnesty’s work.
- A clear set of template guidelines for Urgent Action offered recommendations on how to apply design principles to provide a positive user experience.
High fidelity prototyping enabled the team to envisage the new user journey and locate each trackable action that could then be analysed to allow for future iterative development.
THE IMPACT
Small actions with a big difference
Small actions with a big difference
"It was great working with Gemma. She understood the needs and requirements really quickly and came up with a comprehensive approach to tackle the challenges we were facing, based a thorough review of the insights she had available. Since rolling out designs Gemma produced, we've seen a significant uptake in actions being taken. I couldn't recommend working with Gemma more highly."
ILESH PERSAND, SENIOR DIGITAL ENGAGEMENT SPECIALIST, AMNESTY UK
The new user journey went live in late 2019. There is now a dedicated space on the website where statistics are been captured that can result in data driven decisions to facilitate the growth and engagement of the Urgent Action Network. The team are now empowered to measure, learn and continue to optimise the journey so that its supporters can mobilise and act quickly to human rights abuses across the world.
You can view the Urgent Action Network here: https://www.amnesty.org.uk/urgent-actions
If you're doing exciting things and need help with anything user experience related, I'd love to talk.