Crafting Better Experiences: How Axelerant Contributed To WRAP’s Website Revamp Through Expert UX Audit

Introduction

Waste and Resources Action Programme (WRAP) is a renowned non-profit organization specializing in waste management and sustainability. Established in 2000, WRAP's mission is to promote sustainable resource use by working with businesses, governments, and communities to reduce waste, develop sustainable products, and use resources efficiently. The organization focuses on circular economy principles, aiming to minimize waste and maximize valuable resources.

In July 2024, WRAP, set out to modernize its website to enhance its global image and usability. This ambitious project required a data-driven approach, and WRAP partnered with Axelerant to conduct an expert UX audit. The goal was to ensure that the website redesign and rebranding aligned with WRAP's evolving global focus and transformed the site into a global hub for circular living.

Assessing The Problem Statement

WRAP’s website had to meet a variety of objectives: inspiring audiences, encouraging change, attracting investments and new business, meeting user needs with relevant content and resources, and clearly articulating the organization’s mission and activities. The challenges were significant:

• Ineffective communication of WRAP's products and services.
• Lack of lead generation capabilities.
• Missing data-driven approach to identify and meet business and user needs.
• Limited global reach and poor alignment with WRAP's evolving global focus.
• Inadequate accessibility and inclusivity for users.
• Need for a comprehensive content strategy.

Meeting The Timelines

Axelerant managed to complete a variety of sub-audits and qualitative research activities within a tight timeline of five weeks. The team used effective methodologies to make the most of the customer’s availability.

This included:

• Audit Aligned With Agreed Deliverables: Extensive internal and user research to understand WRAP’s existing audience and their behaviors.

• Detailed Research: Uncovering opportunities to enhance the user experience and effectively communicate WRAP's diverse offerings.

• Several Areas for Improvement: Boosting lead generation capabilities, especially for Voluntary Agreements and new investments.

Achieving A Balanced Solution

Axelerant picked up from previous research conducted by WRAP, synthesizing materials including over 50 user personas. This integration allowed for a seamless continuation and enhancement of the fresh user research.

• Heuristic Analysis: Evaluating website usability against design principles, recommending layout changes for clarity and engagement.
• Expert UX Design Audit: Identifying areas for information architecture enhancement to showcase WRAP's impact, proposing a restructured menu and personalized user journeys.
• User Journey Mapping: Mapping user paths for easy navigation and content discovery, suggesting strategies to attract new business.
• Competitor Analysis: Benchmarking WRAP against competitors, proposing multi-lingual support and country-specific content for global leadership.
  

Devising A Future-Proof Product UX Roadmap & Strategy

The comprehensive UX audit provided WRAP with a clear roadmap for website enhancement, ensuring the upcoming website revamp would be well-informed and strategically aligned. The impact included:

• Elevated WRAP As A Global Authority: Design recommendations to make WRAP's website the definitive online resource for circular living.
• Optimized Conversion For Key Audiences: Creating personalized user journey maps for diverse personas, ensuring the website catered specifically to conversion goals.
• Shaping The User Experience For A Rebranded Vision: Insights that played a pivotal role in shaping the navigation model and information architecture for WRAP's rebranded website.
• Competitive Intelligence For Global Leadership: SWOT analysis benchmarking WRAP against global waste management players, providing invaluable insights for improvement and strategic positioning.

This roadmap will guide WRAP in strategically developing and deploying solutions over the next couple of years to achieve significant business outcomes.

Conclusion

The partnership between WRAP and Axelerant demonstrates how a comprehensive, data-driven UX audit can lay the foundation for a successful website redesign. By addressing diverse user needs and aligning the site with global sustainability goals, WRAP is well-positioned to inspire change, attract new investments, and become a global leader in circular living. This case study highlights the importance of meticulous research, strategic planning, and collaborative efforts in crafting better digital experiences.