Building a bold new, audience-centred website for The Royal British Legion
Manifesto partnered with The Royal British Legion (RBL) to build a bold new website. By using an audience-centred approach, the new website acts as the bedrock for an ecosystem of engagement, through which Manifesto has helped empower RBL to create digital experiences which inspire all of their audiences.
The Royal British Legion’s previous website reflected their internal structure more than meeting the needs of their audiences. The RBL therefore struggled to provide users with cohesive journeys, while the organisation’s ability to tell engaging stories was severely hampered.
Manifesto helped RBL develop a new set of audience personas through a design-sprint process, marking the first time the people they support have been brought alongside fundraising audiences. This presented the opportunity for a new information architecture, content strategy and key user journeys for the new site. The use of Sitefinity CMS alongside atomic design principles and a full pattern library allows site editors the use of modular components to craft compelling stories which weave through the entire site, unbound by restrictive page templates.
The new site launched in April 2019, in the month following the launch of the new site, online fundraising donations increased by 57%, online membership sign ups by 30% and overall traffic to the website was up by 22%.