Deeson helped the National Crime Agency design, build and test an easy-to-navigate information platform for parents and carers, applying behavioural psychology to provide inclusive experiences for victims of online abuse.
Meeting the needs of users around sensitive issues
The Child Exploitation and Online Protection Centre (CEOP) division of the National Crime Agency asked Deeson to redesign the Thinkuknow website, which provides guidance for parents and carers on keeping children safe online.
CEOP needed to ensure that the content was relevant, easy to find, and met the needs of each specific audience group. A major question was how to gather those needs when the audience includes children who have been through traumatic experiences.
CEOP required a digital partner which would be able to work around sensitive issues, and provide evidence for every decision they made.
Extensive user research and meticulous design
After establishing an understanding of CEOP’s audience segments, strategic goals, and approaches to engaging with more sensitive audiences, Deeson ran a series of research interviews with parents and carers of children with different needs, the NCA’s child protection team, and other professionals working in the field.
This helped their UX specialists develop user personas which included psychological state and task-led profiles. Wireframe level prototypes were then designed and iterated upon, with user testing at each iteration to ensure that the design would provide clear journeys for each audience type, and would not exacerbate any fears or frustrations users might be feeling.
Improved engagement and great user feedback
After a successful launch of the site, a survey run by CEOP revealed that 96% of users would recommend the updated website. CEOP also saw a 21% increase in the average time spent on the site from the previous year, and a 25% reduction in bounce rate.
“We knew what we didn’t want, but we needed guidance and support to work out what we did want. I liked that Deeson got into our mindset and tried to live and breathe what we were looking for.”
Sunaina Shori, Project Manager at CEOP
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