Enhancing digital experiences for Kew Gardens
“Thank you all so much for the hard work that went into the build, and all the support you’ve given us along the way. I’m so pleased we chose Manifesto as our new agency partner, it’s been a really positive experience so far and I’m looking forward to the relationship continuing over the coming year. All of the team have mentioned how much they are enjoying working with you.” – Chloe Shipman, Head of Digital Experience, Kew
World heritage site, Royal Botanic Gardens, Kew selected Manifesto as digital development partner in 2018, to collaborate on an improved website with improved digital experiences for Kew’s diverse audiences, which help build a wider understanding of the organisation’s mission and values.
MEETING THE NEEDS OF A DIVERSE RANGE OF AUDIENCES
The organisation has ambitions to improve its digital experience for a range of users; from visitors to the gardens, to event attendees, to users who are interested in the research conducted by Kew’s scientists. The kew.org website plays a vital role in increasing interest and engagement with Kew’s vital work in plant and fungal science and conservation, as well as delivering on commercial goals such as ticket sales and donations.
IMPROVEMENT THROUGH AUDIENCE-CENTRED COLLABORATION
Working as an extension of Kew’s Digital Experience team, Manifesto helped redesign the website’s information architecture and key user journeys, before rebuilding the site on the Drupal 8 platform with significant improvements to the user experience. Choosing frameworks in favour of a pattern library approach, the new site gives editors an easy way to build and publish pages to house a wide variety of content and showcase striking photography.
INCREASED ENGAGEMENT AND A ROADMAP FOR FUTURE DEVELOPMENT
Launched in March 2019, the new kew.org website marks the end of the first phase of Kew and Manifesto’s ongoing digital development partnership. The new site has seen increased user engagement, with average bounce rates down by 19.9%. Manifesto and Kew will continue working together to deliver improvements to the digital experience and further develop their organisation-wide digital roadmap.