Naturvernforbundet: From an outdated CMS to a website that just works.
With an outdated CMS and a complicated page structure, it was challenging for the Norwegian Society for Nature Conservation to exploit the website's full potential. A lot of the existing content was good, but users couldn't find it and the editors had a less than optimal tool. When the Norwegian Society for Nature Conservation wanted to renew its website, they chose Dekode.
Who
Naturvernforbundet is Norway's oldest nature and environmental protection organization. It is a democratic membership organization with over 36,000 members and around 100 county and local chapters across the country.
The challenge
In January 2022, we were entrusted with creating a new digital strategy, revitalized design and a website on the WordPress platform.
Here's how we went about it
First step - Insight and analysis
The framework was established and anchored in a preliminary project. Here, the project team formed a common understanding of existing strategies, goals, the project's scope, stakeholders, complexity and technical feasibility. An important business goal for the project was for higher conversion of members and increased income from donations. The contents of the feasibility study formed the specification of the main delivery that ensured anchoring and clear direction for the project.
User focus - UX and design
An important tool to optimize conversion was to improve UX and design. Dekode revitalized the existing visual identity based on The Nature Conservancy's strategy and values. In the design phase, we worked closely with the project team and invited them into the designer's sketching tool, Figma. Core functionality was tested internally with clickable prototypes. The designer is also responsible for ensuring that the contract value and visual design are in line with the current WCAG standard.
Development and integrations
The existing website had over 30,000 pages and was huge. Much of it had little SEO and usability value and was never moved on. Other parts were important, but time-consuming to move. Dekode developed a solution to programmatically move articles and files. This saved the project a lot of manual editorial work.
Our developers developed a separate modular system in WordPress, tailor-made for Naturvernforbundet. The focus was as much on the editorial user interface as the visual one. A lot of resources were put into creating modular donation forms to meet the goal of increasing conversion from donations. Dekode led the integration work with Naturvernforbundet's then CRM supplier.
Content strategy
In addition to the website, Dekode has also provided content advice on member communication.
Working with Dekode on member communication has changed the way we approach potential members. Dekode is clear, knowledgeable and offers concrete, simple suggestions - just what we need to actually use their advice.
Ane Norgård Brohaug, Organization and Membership Advisor in Naturvernforbundet
We delivered
- Consulting services
- Project Management
- Design
- Development
- Contents
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