Royal British Legion Logo

Revitalising Online Presence: A Comprehensive UX Strategy for the Royal British Legion

Conversion Optimisation Audit & UX Strategy

Challenges

After a website redesign and rebuild, the Royal British Legion faced significant challenges, including a drop in SEO rankings, a decline in organic traffic, and reduced online donations. The organisation needed a robust UX strategy to address these issues and better serve their diverse audience, including benefactors, ex-servicemen and women, fundraisers, and donors.

  • Significant drop in SEO rankings and organic traffic.

  • Decline in online donations.

  • Fragmented technology stack with overlapping CRMs and underused CMS.

  • Poor UX, including simplified navigation, weak information architecture, and subpar mobile experience.

The Outcome

Konekt partnered with the Royal British Legion to develop a comprehensive 3-year UX strategy. Through stakeholder workshops, technology audits, and competitive analysis, we identified key issues and provided a strategic roadmap to optimise their technology stack and address critical UX challenges. This strategy aimed to enhance user experience, improve SEO, and increase online donations.

  • Developed a 3-year UX strategy to revitalize online presence.

  • Simplified technology stack with optimized CRM and CMS integration.

  • Improved information architecture and navigation for better user engagement.

  • Enhanced mobile experience and increased online donations.

Personal Development

Identifying and mapping core audience segments to optimise website conversions.

Understanding Users

We conducted workshops with audience members to gain insight into their needs and build empathy.

Testing Website UX

We carried out user journey tests to analyse the site’s effectiveness and identify any blockers.

Design Evaluation

Using a best practice framework, we assessed the core pages of the site and identified opportunities for design improvements.

The Solution

Discovery

We conducted stakeholder workshops to understand the goals of key internal stakeholders and define customer personas, including benefactors, ex-servicemen and women, fundraisers, and donors. Additionally, we performed a technology audit to assess the potential for leveraging existing systems to drive personalisation and create a 360-degree customer view. 

  • Stakeholder Workshops

  • Customer Persona Development

  • Technology Audit

  • Strategic Goal Alignment

UX & Technology Audit

We carried out a full audit of the website’s UX, analysing competition, web analytics, and conducting a heuristic analysis. We identified significant issues such as overlapping CRMs, fragmented data, underused CMS, poor information architecture, and a lack of effective signposting.

  • Heuristic UX Analysis

  • Competitive Analysis

  • Web Analytics Review

  • Technology Stack Assessment

Strategic recommendations roadmap

Based on our findings, we created a 3-year UX strategy that addressed the technology and UX challenges. Our strategy included recommendations to simplify the tech stack, optimise CRM and CMS usage, improve site navigation and information architecture, and enhance the mobile experience. 

  • 3-Year UX Strategy Development

  • Tech Stack Simplification

  • Navigation & IA Improvements

  • Mobile Experience Enhancement

  • Ongoing Support & Implementation Roadmap

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