Digital vision through stakeholder engagement

As the peak national body, Kidney Health Australia is committed to providing professional, up to date and trustworthy information alongside emotional, financial and everyday support for anyone living with, or affected by, chronic kidney disease.

Spurred by a change of leadership at the end of 2016, Kidney Health Australia undertook to review its strategic focus and focus on initiatives to support people living with kidney disease. Central to this, the organisation was seeking to enhance their digital presence in the form of a review, redesign and redevelopment of their website.

During a three month website discovery research project with Kidney Health Australia, we developed  a strategic vision and high level user requirements for the Kidney Health Australia website, defining it as a digital tool for the organisation in order to dominate among its peer websites.

Our approach

Insights from research

A program of industry research, digital best practice, consumer behavioural trends and owned-data analysis sought to uncover the gap between where the organisation was and where it wanted to get to.

A series of user engagement and requirements gathering workshops

We designed a series of user engagement and requirements gathering workshops which were structured to ensure that all relevant stakeholders were able to contribute to discussions around audience, project scope and key digital marketing requirements. These included:

  • Persona development
  • Stakeholder interviews
  • Information architecture planning
  • Content planning and personalisation
  • eCommerce, fundraising and events

Strategic vision statement

A succinct one-pager which outlined the purpose for all digital assets ensuring that Kidney Health Australia is elevated to and remains at the front and centre of all things kidney.

What they said

“Quality; throughout every stage and aspect of working with Emma. She is intelligent, insightful and innovative. Her first-rate approach and outcomes in digital strategy, is matched to her natural leadership, warmth, and fine-tuned interpersonal and group facilitation skills”

Sasha Crichton, Marketing and Communications Manager, Kidney Health Australia

 

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