The Challenge: Outdated and Ineffective
Before Yump's intervention, the Berry Street Gifts website was struggling to meet the needs of its users. The site was clunky, difficult to navigate, and not optimised for mobile devices — a significant oversight given that 65% of users were attempting to donate via smartphones. The outdated Drupal CMS further complicated matters, as it was not integrated with Berry Street’s marketing automation, leading to a disjointed experience for users.
These issues had a direct impact on fundraising efforts. A staggering 38% of users were abandoning the site during the checkout process, deterred by lengthy text, multiple clicks, and cumbersome payment processing. Berry Street needed a solution that would not only address these pain points but also enhance the overall donor experience, ultimately boosting revenue and, by extension, the organisation's impact.
The Solution: Research-Driven Redesign
Yump approached the Berry Street Gifts project with a clear goal: to create a website that would not only look good but also function seamlessly, ensuring a positive user experience that would lead to increased donations. This began with an extensive discovery phase, during which Yump conducted a series of research and analysis activities.
Armed with insights, Yump developed user personas, journey maps, and an intuitive information architecture that would guide the design and development of the new site. The resulting roadmap outlined the main sections of the website, content structure, and features such as gift filters and sorting options. Importantly, Yump ensured that the website redesign was aligned with Berry Street’s broader digital transformation strategy, ensuring consistency with the organisation’s overall brand and online presence.
The Execution: Seamless, Engaging, and Accessible
The design and development of the new Berry Street Gifts website focused on creating an engaging, user-friendly experience that would encourage visitors to donate. Yump's approach was comprehensive, involving wireframing, design, development, testing, and deployment, all with a focus on optimisation for web accessibility and conversion.
Key features of the new site include:
- Mobile Optimisation: The site is fully responsive, ensuring that users on smartphones and tablets have a seamless experience.
- Improved Navigation: A streamlined user journey with fewer clicks and more intuitive navigation reduced the friction that had previously led to high drop-off rates.
- Enhanced Checkout Process: Yump simplified the payment process, making it quicker and easier for donors to complete their transactions.
- Content-Rich Pages: Quality content, including tips for setting up fundraisers and explanations of how donations help, provided users with the information they needed to feel confident in their giving.
- Fundraising Functionality: Recognising that some users might prefer to set up a fundraiser rather than make a one-off donation, Yump incorporated features that empower individuals to create and manage their fundraising campaigns, including customisable templates and personalised cards.
- WCAG 2.1 Accessibility Compliance: The site meets Level AA of the WCAG 2.1 Accessibility Guidelines, ensuring it is accessible to all users, including those with disabilities.
- Integration with Marketing Automation: By syncing the website with Berry Street’s marketing tools, Yump enabled more effective communication with donors and supporters.
The Impact: Record-Breaking Results
The revamped Berry Street Gifts website has been a game-changer for the organisation. Since its launch, the site has delivered impressive results:
- 45% Increase in Funds Raised: The new site has significantly boosted Berry Street’s fundraising efforts, with a 45% increase in funds raised compared to the previous year.
- Doubling of Gifts Purchased per Donor: The improved user experience has led to donors purchasing twice as many gifts per visit, further amplifying the impact of their contributions.
- 400,000 Unique Visitors: Traffic to the site has surged, with 400,000 unique visitors exploring the new platform.
- 28 Fundraising Campaigns Established: The site’s new fundraising functionality has encouraged 28 individuals to set up their own campaigns, generating additional revenue for Berry Street.
These results are not just numbers; they represent real, tangible support for the thousands of Victorian families that Berry Street assists each year. From family violence support services to therapeutic and educational programs, the funds raised through the Berry Street Gifts website are making a difference in the lives of 35,000 Victorians annually.
The Recognition: Best Not-for-Profit Website Award
The success of the Berry Street Gifts website did not go unnoticed. At the 2024 Australian Web Awards, the site was named the Best Not-for-Profit Website, a testament to the hard work and dedication of the Yump team. This award recognises not only the technical excellence of the site but also the impact it has had on Berry Street’s ability to fulfil its mission.
Conclusion: A Lasting Legacy
The transformation of the Berry Street Gifts website is a prime example of how thoughtful, research-driven design can create lasting change. By focusing on the needs of users and aligning the website with Berry Street’s broader digital strategy, Yump has delivered a platform that will serve the organisation for years to come.
As Berry Street continues its mission of reimagining futures for children, young people, and families across Victoria, the new website will be a critical tool in driving the donations needed to support this vital work. The award-winning Berry Street Gifts website is more than just a successful project; it’s a beacon of hope for the communities it serves.
