Caravan and Motorhome Club Digital Roadmap Case Study
A roadmap to industry-leading digital journeys for Caravan and Motorhome Club's members.
As well as beneficiaries, their audiences include governments, media, donors, the private sector and a huge range of partner organisations.
Our first job was to understand the needs and motivations of this ‘target audience’ – probably the most diverse we’ve ever dealt with at Freestyle.
After workshopping with UK staff, we ran a series of video conferencing sessions with representatives from India, Nepal, Bangladesh, Peru, Bolivia, Kenya, Sudan and Zimbabwe. We even had two stakeholders calling in from the heart of the Amazon.
This insight culminated in an extensive audience segmentation report, which informed everything that followed.
We wanted to be as user-centric as possible when it came to scoping the site. Task models provided a simple way to define functionality, navigation and content, from a user-first perspective.
With a wealth of insight to draw on, we were able to plot the steps each audience needs to take to achieve their goals. This Design Thinking approach was efficient and collaborative, and gave Practical Action a visual tool to share across the organisation.
With a deep understanding of Practical Action’s many and varied audiences, we were primed to tackle the new website.
Built on WordPress, the site is a radical departure for the organisation. We massively simplified the UX and made the most of photography to create an immersive storytelling experience. Their amazing work speaks for itself.
The site is designed to appeal to a new generation of donors, who expect a slick online experience and powerful stories of innovation, compassion and change.
From a technical perspective, we faced the challenge of integrating the site with Practical Action’s digital asset library – containing tens of thousands of images and videos. We built a custom plug-in to sync assets between their DAM system and WordPress, giving access to an enormous archive of rich content, and making us very popular with their webmasters.
Digital Manager, Practical Action
"Freestyle took us on a journey to transform our online destination. From the very initial workshops to the final go live, their expertise and support have been crucial to achieving a website that successfully showcases Practical Action and will help to achieve our digital aspirations.”
The landscape of this project spanned across multiple disciplines and phases: from audience research, to build and launch, Charlotte steered the project with multiple moving parts, juggling internal and external stakeholders.
Want to work with Charlotte? Drop her a line:
Client Service Director
Kay worked to evolve and define the website experience, in line with the wider digital transformation vision of Practical Action. Her deep understanding of the not-for-profit industry guided our approach to delivering a hub for global resources and a vehicle to drive donations.
Want to work with Kay? Drop her a line:
With a track of record of delivering projects for a range of charitable organisations, this was a dream project for Sarah to get her stuck into, ensuring the work delivered to brief and was in line with the Practical Action's values.
Want to work with Sarah? Drop her a line: email@example.com
Senior Front End Developer
Will's involvement was pivotal to the success of the new site, and his early input was invaluable to guide the bespoke, technical solution.
Want to work with Will? Drop him a line: firstname.lastname@example.org