Case Study: How to Use VPC for Website Redesign

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The goal of the new website: clarity
Three basic groups of users search for information on the website – potential clients seeking help after a spinal cord injury, donors (who want to know how their donations are being handled), and volunteers (who want to get involved and help others).

The previous website did not have any distinct content for these three groups. With regard to the overall brand change, the Umbrella Center wanted to present itself as a transparent foundation that is actively living and keeping up with the times.

The first step of the redesign was to analyze the competition and create a value proposition for 3 customer segments:

Foundation clients
Donors
Volunteers who help at the foundation
A typical task for a person after an injury is to find out how they will actually continue to function with their disability, they are afraid of not being independent and are ashamed in front of others. The expectation business owner database is a benefit that the site can offer – for example, meeting other disabled people and exchanging experiences.

Website appearance before and after redesign
Original website designNew website design
The original design is from March 2015, the new one is from April 2017. The new page is significantly longer, forcing users to scroll more, but also connecting them more with the content. The old website was also not responsive.

How to make your website more transparent using VPC?
The Paraple Center had determined the user segments in advance. A value proposition analysis was created during a workshop with representatives of the foundation and experts from AITOM.

The analysis then automatically resulted in a website structure that intuitively guides users to conversion or to the information they are looking for. Thanks to the information, it was possible to prepare tailor-made information for each segment, which answers doubts, advises them and offers added value at every step.

In the first step of the analysis, you write down the tasks, concerns and expectations of the segment – ​​as you can see in the picture. In the second step, you determine the hierarchy of individual ideas . Several tasks can share the first position, in the case of Parapleta, the wheelchair user has 4 tasks that share the first place.