The Challenge
There are an estimated 725,000 people living with cataracts in the UK. After scoping out an opportunity and audience need, RNIB sought to test and validate the impact and income potential of a new service to support people with cataracts.
The Objective
The objective was to enhance user experience, provide valuable information, and foster a closer relationship with RNIB.
The Approach
We designed a new, user-friendly web-service, iteratively tested with people who were living with or had cataracts previously. We also tested and launched three personalised email journeys and implemented a live chat function to test AI functionality. Over the course of two months, we ran several experiments to optimise engagement and donations through the service.
The Impact
The pilot was a great success. Users spent twice as long on the new site, and the email service saw high engagement rates. Poll feedback showed extremely positive results for the helpfulness of the information provided. This service could reach hundreds of thousands in the UK, accelerating RNIB’s impact on people with sight loss and vision impairment.