Malaria No More

Engaging Multiple Audiences with a Single Website

CHALLENGE

As the leader in mobilizing the world to combat and eradicate malaria, Malaria No More (MNM) has a lot to communicate to a variety of audiences. Over time, their website had grown to primarily address an “engaged public” audience with a successful fundraising effort at the expense of addressing the industry leaders and partners that were crucial to MNM’s success.

Those audiences were rarely directed to the website, and instead were given PDFs and PPTs that limited the breadth and depth of content the user could navigate. As MNM looked to clarify its unique position and vital role in the fight to eradicate malaria, their website needed to evolve to more effectively serve their industry leader/partner audience without sacrificing their successful fundraising program.

SOLUTION

Serving multiple audiences with different user experiences and goals is a tough challenge, but we worked closely with MNM to understand in detail who both audiences were, what online and offline communications were most successful, and what the short-term and long-term objectives were with both audiences. We turned this research into user flows, a new site architecture, and a series of wireframes that were validated and improved upon through in-depth interviews (IDIs) with MNM stakeholder teams to ensure that the needs of each audience were successfully addressed. The result was a design that created the necessary

user experience that helped each audience find their respective areas of the site. Because most “engaged public” traffic was generated from email, we were able to deemphasize that content on the primary nav, and instead create a distinct section of the site with its own nav, leaving the primary MNM site and nav to cater to the industry leader and partner audience. The site is performing as everyone had hoped, and despite moving the fundraising content off the homepage, fundraising efforts continue to be successful, receiving recognition for how it engages donors.