Presenting the new face of a 200-year-old social business.
Catch22 provides services that help people in tough situations turn their lives around. They offer services in the areas of education, employability, gangs, care, social action, justice and families.
Catch22 operates in a rapidly changing sector. The traditional project-based funding model is rapidly being replaced by a commissioning approach in which public, private and voluntary sector organisations compete to deliver public service contracts on behalf of local and central government. They needed a new website to present this new reality and effectively target their priority audience, service commissioners.
We conducted a comprehensive research project which identified the online behaviours and information needs of their key audience groups through surveys, telephone interviews and focus groups. Armed with this insight we developed a radical new architecture.
I would not hesitate to recommend The Bureau to other organisations looking for an agency that’s willing and able to understand complex information, audience and stakeholder needs.
Stephanie Potter, Digital Product Marketing Officer
We understood that some aspects of the current website were valued by users, so these were retained. However, there was a need for the site to be more service and product focused. Commissioners were the priority audience, but we discovered that the website was also used by practitioners (e.g. probation officers) and service users together when making decisions about referrals.
It was therefore vital to provide clear and simple information to support that behaviour too. The research showed that audiences with a particular specialism had little knowledge of the overall scope of Catch22’s work, so more effort was needed to present the connections between programmes and services.
In addition to the existing ‘area of expertise / programme / project’ website hierarchy we introduced a new layer of language, content and navigation that was specifically designed to respond to the way the commissioners searched for information. This layer allowed commissioners to quickly ‘find a solution to a problem’ where the offer was ‘How Catch22 can help you to reduce gang crime’.
This new layer reflects the joined-up nature of Catch22’s work by transcending the boundaries between areas of expertise, programmes and projects. This also allows the information to be presented in a way that commissioners think about services rather than having to understand the organisational structure of Catch22. Supporting evidence and case studies are classified using the same language, enabling them to be dynamically published across the website.