Length
2 min read
We’re thrilled to share that Symplicit’s collaboration with World Vision on their Child Sponsorship (CSPON) digital acquisition journey has been awarded a Good Design Award for outstanding website design and development. This recognition underscores our shared commitment to create meaningful and impactful experiences that contribute to the fight against global poverty.
Boosting child sponsorship in a challenging landscape.
Child Sponsorship is World Vision’s flagship product, driving hundreds of thousands of Australian donations annually. However, in today’s climate of tight household budgets and a competitive charity market, securing financial support is increasingly challenging. Simultaneously, the need for funds to support life-changing work in developing countries is growing, with conflict and humanitarian crises pushing more children and families into poverty. In late 2023, World Vision partnered with Symplicit to address a downward trend in sponsorships and revitalise their digital acquisition journey.
A user-centred design approach.
World Vision and Symplicit established three key goals to improve conversion rates, which guided our research and design process:
- Enhance potential sponsors’ understanding of the Child Sponsorship program.
- Improve usability throughout the digital acquisition journey.
- Increase the emotional connection between the sponsor and the child they are helping.
Phase one focused on establishing baseline performance of the existing digital acquisition journey. In phase two, we reimagined the experience based on benchmarks, user testing insights, and World Vision’s expertise, while carefully considering donor needs and motivations. Symplicit employed Attrakdiff to conduct comparative testing and validate our design interventions before implementation.
A significant improvement in user experience and emotional connection.
The redesigned CSPON digital acquisition journey significantly outperformed the previous version on both the hedonic and pragmatic traits measured by the Attrakdiff survey. We achieved:
- A 2x stronger emotional connection between users and the new design.
- A 30% increase in potential sponsors’ understanding of the Child Sponsorship program.
- A 20% improvement in perceived usability throughout the digital acquisition journey.
These positive results provided the evidence for World Vision’s digital team to secure funding and implement the changes. The outcome of Symplicit’s redesign and recommendations led to a 5x improvement in the conversion rate and 30% increase in acquisitions.
The increase in digital acquisition is vital for financial sustainability, as sponsors acquired online have a higher customer lifetime value (CLV). Crucially, because of World Vision’s community-focused approach, for every child a sponsor supports, four more children benefit.
Recognition and gratitude.
We are extremely proud of the recognition we received from the Good Design Australia jury. They commented:
“This project stood out to the Jury, based on its unique and “playful” approach to sponsorship. A more personal approach to discovery ensures that the message really cuts through and delivers quickly. The Jury believed that the simple use of brand colours and visuals helped to support the acquisition journey and not overwhelm a user’s experience. Overall, well considered, structured and delivered upon. Well done team World Vision.”
A huge thank you to the dedicated teams at World Vision and Symplicit who made this achievement possible!
If you’d like to learn more about this engagement and its impact, check out our Head of Product Design and World Vision’s Head of Digital discuss it in this RMIT Online masterclass: Designing for Good: The Power of Agile UX.
