Rebuilding TataTrusts.org to reflect their mission and build thought leadership

Project

A UX Study to revamp TataTrusts.org.

The client

Tata Trusts is one of India’s oldest philanthropic organisations working towards the social and economic development of the country by fostering community resilience. The Trusts work in the themes of health, nutrition, education, water and sanitation, livelihoods, social justice and inclusion, skilling, migration and urbanisation, environment, digital literacy, sports, arts, craft and culture, and disaster management to name a few.

The brief

Revamp the current website to reflect the Tata Trusts' mission - To positively and sustainably impact 100 million lives by 2021. The new website would perform as the Trusts’ brand asset strengthening the brand and establishing their thought leadership through stakeholder engagement.

The challenge

Tata Trusts works across various themes, each accompanied by compelling stories that articulate the impact of the Trusts’ work. The existing website did not convey the Trust's image as a philanthropic organisation. The extensive work done by the Trusts did not create the required impact on the website.

This vast information had to be presented in a way that would highlight the scale, reach, and profound impact of these initiatives and more importantly, would be easy for the user to discover.

Further, the website also prominently mentioned Sir Ratan Tata Trusts, Sir Dorabji Tata Trusts, and other allied trusts which were confusing for the user. There was a big gap in information about leadership, legacy, and history which needed to be addressed immediately.

Our approach

User research, website performance analysis, and competitor benchmarking formed the crux of our UX Design Strategy. We leveraged TIC’s validated 5D framework to understand the needs of the different stakeholders. Primary research helped us uncover the needs of our target audience and different stakeholders. It played a key role in dictating the design elements and content presentation of the website.

A website performance analysis and competitor benchmarking uncovered gaps in the user flows and information architecture. This information helped us in creating a more robust information architecture that allows easy content discovery along with a smooth user flow.

Outcome

Thought leadership through content

The research revealed that the best way to build thought leadership for Tata Trusts would be through content. We built a new section called Insights which hosted the different publications, reports, newsletters, and opinion pieces by the Trusts.

Storytelling as a part of content strategy:

A storytelling approach helped us is showcasing the scale and reach of the Trusts’ initiatives. Human interest stories were created to showcase and highlight the impact of the Trusts’ work.

Each portfolio page was crafted meticulously to give a comprehensive overview of the initiative. From challenges to approach and impact numbers and beneficiary stories, each page gives the user all the relevant information at one glance.

Moreover, robust navigation and appropriate interlinking to relevant stories helped in keeping the user hooked and engaged.

Better user experience:

To elevate the entire user experience, we designed the website to meet the current browsing and content consumption trends. We employed strategies like content chunking to establish visual hierarchy and improve the readability and scanability of the content. Use of infographics and other content formats helped us in reducing the information overload. Further, the use of micro-interactions and the parallax effect made the website more interactive.

The impact

Since the redesign, the website has experienced consistent growth in traffic and an increase in returning visitors. The revamp has successfully positioned Tata Trusts as a leading philanthropic organisation dedicated to bringing positive change in the community. By addressing information gaps and enhancing brand awareness, we have reinforced Tata Trusts image within the community and among peers, establishing the organisation as thought leaders in the field.

 

If you are looking for a UX design to improve audience engagement, please get in touch at solutions@ticworks.com