Evolving a Digital Presence to Solve World Hunger
World Food Program (WFP) USA supports the United Nations’ World Food Programme, the leading humanitarian agency fighting global hunger. From providing school meals to impoverished communities, to connecting small-scale farmers to local resources, to helping communities rebuild after natural disasters and humanitarian crises, the World Food Programme works on the front lines to eradicate world hunger.
WFP USA activates new and existing donors, bipartisan policy makers, and a broad community of advocates in the United States to ensure the world’s most vulnerable have access to nutritious food. In 2016, the organization saw an opportunity to make its overall digital experience a more effective tool in inspiring these audiences to be part of the solution.The Challenge
An outdated digital platform
WFP USA needed a way to explain the complexities of hunger and inspire audiences to join the global movement to end it. However, its content was poorly organized and labeled, making it difficult for users to explore and share. Audiences also lacked a clear understanding of the relationship between WFP USA and the United Nations World Food Programme. As a result, WFP USA was missing opportunities to engage an American audience and seek its critical support.
At the same time, a rigid content management system (CMS) limited WFP USA’s ability to provide audiences with relevant and inspiring content and the ability to react quickly in crises. This made multimedia projects especially challenging to feature on the site.
Most importantly, the donation experience was inconsistent, troublesome on small devices, and lacked the transparency necessary to increase individual donations—the single largest source of revenue for WFP USA.The Path Forward
Improving understanding, motivating action
Atlantic 57 helped WFP USA transform its website into a powerful asset in the fight against world hunger.
From the beginning, we took an iterative approach to design and development. We agreed to launch with a website we could refine and build out over time, incorporating feedback from users. This helped everyone to focus on and prioritize what was truly necessary at every step.