Transforming Advice NI’s Digital Presence
The Problem
Advice NI, a leading Northern Ireland charity, needed to improve its digital presence. The existing site had:
Complex, confusing user journeys
Diluted messaging serving both the public and member organisations
Dispersed content
A user base with varying digital literacy
The charity’s goals were to simplify the ecosystem, reduce helpline calls, empower users to self-serve, and foster stronger digital empowerment, particularly during the COVID-19 pandemic.
The Idea
We focused on streamlining and simplifying:
Revamped information architecture to improve findability
Integrated content to remove duplication
Refined messaging to balance dual audiences clearly
Enhanced accessibility to support users with lower digital literacy
Created a framework to reduce the two-year help-seeking gap and boost brand sentiment
The Outcome
Significant reduction in helpline calls
Improved user engagement and quicker access to vital services
Simplified navigation empowered users to self-serve
Digital literacy gap narrowed across diverse groups
Effective adaptation to remote operations during COVID-19
Greater accessibility across languages and abilities
Strengthened brand sentiment and reinforced Advice NI’s commitment to its community
FAqs
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What digital challenges did Advice NI face?
Complex user journeys, dispersed content, diluted messaging, and a user base with varying digital literacy.
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How did Ideas + Outcomes improve Advice NI’s website?
By simplifying navigation, refining messaging, integrating content, and enhancing accessibility.
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What impact did the digital transformation deliver?
Fewer helpline calls, stronger user engagement, better accessibility, and improved brand sentiment.
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How did the project support users during COVID-19?
It enabled remote operations, empowered users to self-serve, and improved access to vital services for diverse groups.