Wild tiger populations have been decimated over the last few decades, with fewer than 4,000 remaining. In response, the 13 tiger range countries aim to double the number of wild tigers by 2022 – an ambitious goal called Tx2. To help WWF better communicate their Tx2 campaigns and activities, we helped them strengthen their online presence.
Context In trying to inspire a global audience to help bring back tigers from the brink of extinction, WWF has leveraged its Tx2 website to good effect - but not quite optimally. The site structure was lacking, and the limited performance of the website on mobile devices was affecting usability. At the same time, it was felt that the campaign should give more options for visitors to follow Tx2 news. It was with this in mind that WWF's tiger team approached Catalyze to reconceptualize and upgrade the most vital parts of the Tx2 website.
Approach We coordinated closely with WWF in Kuala Lumpur to set the tone in terms of design and user experience strategy. Since our work only focused on parts of the site, we had to make sure that our improvements did not contrast too jarringly with the current website version. We also evaluated a number of content-pushing solutions for visitors to stay abreast of how Tx2 was progressing in increasing the tiger population.
First, we optimized the site for targeted mobile operating systems, browsers and resolutions, including the Tx2 Tiger News email newsletter. We then built an RSS-driven, fully automated newsletter subscription system which allows subscribers to set their preferences for Tx2 updates delivery - giving them more control over how often they hear from WWF.
The final design makes the website simpler, more streamlined, and much easier to use. Where news, press release and reports were once jumbled together, they are now split and differentiated - a breeze to search and browse. To support Tx2 stories and campaigns, we added the galleries to show WWF's efforts to save the tigers in 3 styles: slideshow, small and large tiles. Over time, it is expected that these changes will allow WWF to deepen its online engagement with the growing number of people who believe that tigers are worth more alive than dead.