How a data-driven redesign propelled MyWorld's mission and boosted engagement by 86%
Crafting a Creative Digital Hub for UKRI's MyWorld Programme
About
Problem
MyWorld is a 5 year programme run by the University of Bristol, bringing together 13 diverse, world-leading partners across academia and industry, MyWorld aims to stimulate growth and societal change in the industry and in the Bristol and Bath region.
MyWorld's digital presence did not align with their creative ambitions of stimulating technological innovation and strengthening the creative economy in region.
The website's navigation, structure and long content hindered users from finding necessary funding and resources. MyWorld needed to gain audience insights to refine their offerings and create a user-friendly interface that effectively communicated their objectives and supported the growth and innovation of creative businesses in the region.
Solution
As the design director, I lead the comprehensive redesign strategy, drawing on my expertise in user research and data-driven decision making. Our approach focused on creating a dynamic and visually striking digital presence informed by data, with a key focus on results.
The goal was to communicate clearly what MyWorld does and provides businesses, provide clear user journeys to the core areas of the programme and reflect the creativity and innovation of the programme.
We benchmarked data to identify and align key metrics connected to the programme growth, conducted user research to understand key groups better and identify paths to connect with them to productise offerings and prototyped designs that were refined and tested with their audience.
Process
03
Prototype ideas
We worked closely with the team to create a set of wireframes within Miro that were iterated on through a collaborative process with stakeholders. As part of this idea phase we also re-grouped key content and worked to group services in a sitemap.
04
Iterative testing
We conducted multiple rounds of user testing to refine our prototypes (see below). We shared the results with the client to ensure that the designs fulfilled both user needs and business objectives for the programme.
01
Benchmark data
As part of the programme there had been some KPI’s set and goals for certain metrics. Using Google Analytics 4 we created custom reports for MyWorld which tracked user journeys and a landing page report. We defined a set of 9 metrics to track.
02
User Research
Using a mix of research methods we conducted a survey, then did follow-up interviews with key respondents 1:1. We analysed and synthesised insights to translate them into actionable audience groupings and personas.
Behind the scenes
Challenges
Balancing diverse stakeholder needs:
With 13 partners involved, aligning different priorities was crucial. I facilitated collaborative workshops to ensure all voices were heard and synthesised into a cohesive strategy.
Translating complex information:
The challenge was to present MyWorld's innovative work in an accessible manner. We used clear information architecture and engaging visuals to make the content more digestible.
Impact
The redesign not only met all KPIs but also positioned MyWorld as a digital leader in the creative technology sector. They have gone on to launch successful funding calls and evolve their offering including new spaces and facilities.
By improving user engagement and access to resources, we directly contributed to MyWorld's mission of stimulating growth and innovation in the Bristol and Bath region.
+64%
Increase in organic traffic
+53%
Increase in returning users
-60%
Reduction in mobile burger menu clicks, more users are exploring the page
+86%
Increase in engagement rate on funding pages
100%
Of KPIs met
30k
Total new users in a year on year comparison
CLIENT FEEDBACK
"Sophie took the time to really understand the strategic aims of what we're doing, why we're doing it and who it's for. This strategic underpinning is not only impressive, but it's one of the reasons she delivers such effective results.”
Marketing Manager at MyWorld
Ben
CLIENT FEEDBACK
"From stakeholder interviews, data analysis, to the incredibly quick absorption of complex propositions and strategies their work to understand and know an organisation, its audience and its aims really sets them apart."
Operations Manager at MyWorld
Bridget
"Sophie took the time to really understand the strategic aims of what we're doing, why we're doing it and who it's for. This strategic underpinning is not only impressive, but it's one of the reasons she delivers such effective results.”
Growth Manager, Sandwell Business Growth
Nicy