WRAP wanted their new site to inspire audiences, encourage change, attract investments and new business, meet user needs with relevant content and resources, and clearly articulate the organization’s mission and activities. They faced significant challenges such as:

• 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 the users
• Need for a comprehensive content strategy

By conducting a comprehensive audit and delivering actionable recommendations, Axelerant enabled WRAP to lay the foundation of a seamless user experience for its diverse, global audience.

• Audit Aligned With The Agreed Deliverables: By collaborating closely with WRAP, Axelerant aimed to identify the website’s target audience and business and user needs. We did this through extensive internal and user research, delving deep into WRAP’s existing audience, understanding their behaviors, and how they interacted with the site.
• Detailed Research: Axelerant sought to uncover opportunities enabling the target audience to self-serve and enhance their overall experience. This was critical in determining how effectively the current website communicated WRAP's diverse offerings, including Voluntary Agreements, Policy Development, Insight and Research, Technical Support, and Citizen Behavior Change.
• Several Areas of Improvement: To boost the website's lead generation capabilities, especially for Voluntary Agreements and new investments, Axelerant identified key opportunities.
• Content Strategy: Axelerant recommended ‘always-on’ content and a robust content marketing approach to keep WRAP’s audiences engaged and informed and to ensure that the website resonated with international audiences.
• Inclusivity And Accessibility Recommendations: Axelerant emphasized the importance of an accessible website, ensuring that WRAP’s mission and resources are available to everyone, regardless of their abilities.

Axelerant's approach included:

• Heuristic Analysis: We evaluated website usability against design principles, recommending layout changes for clarity and engagement. Consistency in terminology, navigation, and design was advised throughout the project.
• Expert UX Design Audit: We recommended steps to assess and improve user experience. We also identified areas for information architecture enhancement to showcase WRAP's impact, proposing a restructured menu and personalized user journeys.
• User Journey Mapping: We mapped user paths for easy navigation and content discovery, suggesting proactive strategies to attract new business. We also recommended promoting existing resources, showcasing success stories, and highlighting global reach with personalization and compliance considerations.
• Competitor Analysis: We benchmarked WRAP against competitors, proposing multi-lingual support and country-specific content for global leadership.

The audit reports provided WRAP with a clear roadmap for website enhancement, ensuring that the upcoming website revamp project will be well-informed and strategically aligned. Despite a tight deadline, Axelerant completed the project on time through close collaboration with the client. The impact delivered included:

• Elevated WRAP As A Global Authority: Axelerant's design recommendations were strategically crafted to propel WRAP's website into becoming the definitive online resource for enabling circular living on a global scale.
• Optimized Conversion For Key Audiences: By creating highly personalized user journey maps for diverse personas such as new businesses and investors, Axelerant ensured the website catered specifically to conversion goals.
• Shaping The User Experience For A Rebranded Vision: Axelerant's insights played a pivotal role in shaping the navigation model and information architecture for WRAP's rebranded website.  
• Competitive Intelligence For Global Leadership: Axelerant’s SWOT analysis, benchmarking WRAP against global waste management players. This exercise equipped WRAP with invaluable insights for improvement and strategic positioning as a leading international NGO.