User centric design that gets results

User centric design that gets results

Environmental campaigning charity, Friends of the Earth wanted a new dynamic communications platform to increase fundraising transactions, talk to their wide audience and increase engagement with a new generation.



We took a user centric approach to the design process, using prominent calls to action, and applied conversion rate techniques throughout the project to optimise the fundraising function of the website.

The modular design of the home page allows a wealth of scaled information to be displayed upfront. This includes ‘donate now’ links, newsletter registration and all the latest information about Friends of the Earth’s campaigning work.


The redesign went through extensive user testing before, during and after the build process to optimise conversion rates. We presented Friends of the Earth’s activism and campaigning propositions more clearly, using a spacious layout and simpler information architecture to improve the user journey and encourage donation transactions. Large and emotive imagery, visual communication techniques and video were used to help each page tell its story more effectively.

The new site provides better integration with social media channels like Twitter and YouTube to encourage social sharing and widen the audience reach.

Strange employed a rigorous approach to developing this website and evaluated it at key project stages against our defined user personas.



The new site is fast, exciting and easier to navigate. In the first five months after launching, donation transactions increased by over 260%, revenue is up 232% and the site conversion rate has increased by 259%.

Users can find out how to put pressure on politicians for change locally, nationally or internationally, get involved in supporting the charity or make green lifestyle changes.


We appointed Strange to revamp and launch our website to better reflect Friends of the Earth's work. The online world is a critical platform for us to communicate with people, get them involved in our campaigns and raise funds in the fight for a healthy planet. Strange has produced a great new site that is fast, exciting and easy-to-navigate, and has delivered real business results beyond our expectations.

Adeela Warley
Head of Communications, Friends of the Earth