Home Page Review
My first project as a Junior UX Designer at Drinkaware.
Recommendations were made and shared with digital team. Not all could be actioned due to the some of them requiring resources and cost to change key components of the CMS. Hwever the improvememts that were made saw…
Competitor Analysis
I analyzed eight charity websites to inform the Drinkaware homepage redesign, selecting a mix of organisations with similar goals, audiences, and functionalities:
Health-Focused Charities: Mind, With You – for their focus on health and well-being.
Information-Driven Charities: Oxfam, Friends of the Earth, NSPCC, Macmillan – for their emphasis on delivering information. Friends of the Earth, in particular, aligns with Drinkaware’s goal of driving cultural change.
Audience-Focused Charities: National Trust, Kew Gardens – for their strong user engagement and audience-centric design approaches.
Method
To analyse the competitor homepages, I used a structured approach:
Content Sections: I counted the number of content sections on each homepage and annotated the type of content included in each.
Link Analysis: I tracked the number of links within each section, noting instances where a single section contained multiple links (e.g., Macmillan’s had a huge 29 links within 10 sections).
Content Focus: I categorised each section as either mixed (e.g., combining shop promotions, blog items, and informational content) or focused (dedicated to a single type of content).
Presentation: I evaluated how the content was visually and functionally presented, including layout, hierarchy, and user engagement techniques.
Results
Drinkaware’s Content
Mostly focused multiblocks; one mixed section (information + tailored content).
Uneven distribution: 14 info links vs. 3 blog links.
Health Focused Competitor Insights
Mind: 9 sections, focused blocks. With You: 5 sections, mixed + focused.
Mixed blocks save space but depend on content volume.
Competitors guide users with journey breakdowns (e.g., “for yourself,” “for others”). Drinkaware focuses on “looking for someone else” and “reduce drinking.”
Key Observations
Mission Statements: All (except National Trust) feature them prominently.
Newsletter CTAs: Friends of the Earth and Kew Gardens include them in footer + homepage.
CTAs: Drinkaware has 2 (app + newsletter). Competitors average 4.4, including transactional CTAs (e.g., shop, donate).
Visuals: Competitors use images in every section. Drinkaware’s multiblock uses small illustrations.
Seasonal Content: Drinkaware’s section is year-round; competitors highlight truly seasonal/topical content.
Blogs: Most competitors feature blogs with dates, reading times, and tags. Drinkaware links similar articles at page bottoms.
Recommendations
Refocus the Homepage:
Shift focus to facts and tools, as these are the most visited pages.
Use the homepage as an extension of the navigation menu, showcasing key content and tools upfront.
Guide Users on Their Journey:
Expand journey options beyond “looking for someone else” and “reduce drinking.”
Provide inclusive, clear pathways for users to find relevant support and information.
Reformat Content Blocks:
Remove the topical block below the fold.
Introduce a new structure:
Block 1: Guide users on their journey.
Block 2: Mixed content with a theme (e.g., shop promotion).
Block 3: Blog, guidance, or campaign highlights.
Direct to Landing Pages:
Use content blocks to redirect users to dedicated landing pages for facts (specific or general).
Introduce a Mission Statement:
Add a clear mission statement (e.g., “Reducing alcohol-related harm”) to communicate Drinkaware’s purpose and build trust.