World Wildlife Fund

    World Wildlife Fund
  • Challenge

    Develop a responsive publishing system that is easy for WWF to adapt and maintain, and engaging for their audience to use.

  • Solution

    Learn how users think about wildlife and navigate new architectures. Use those insights to create a user-focused site narrative.

  • Results

    A reimagined I/A and content strategy built on a tailored Rails CMS, which helped increase visit duration by 66%.

What’s the best way to tell your organization’s story? Ask your users. The World Wildlife Fund (WWF) is the largest independent conservation organization on the planet. After several years of publishing on separate desktop and mobile sites, content sprawl and disconnect had become a real issue; WWF needed a better way to share their mission and connect with supporters. By starting with in-depth user testing and site analytics, we let WWF’s own audience help us develop a site that is intuitive, engaging, and effective — increasing revenue per visit by 22%.  

View the Site
  • Information ArchitectureRethinking Common Groupings

    User testing, ranging from open card sorts to tree tests, helped inform our design decisions, particularly around the site's navigation.

  • Content StrategyStorytelling as Call-to-Action

    We developed a content strategy and page structure to specifically encourage engagement, understanding, and user action.

  • User InterfaceSystems-based Design Approach

    A system-based approach to building out a page's content modules creates a consistent feel throughout the UI and across both desktop and mobile views.

  • DevelopmentPhoto Optimization for Users and Content Managers

    Photography is instrumental to WWF's storytelling, so we built a variety of photo management tools into the CMS, including a feature that automatically scales and crops an uploaded image into various sizes. While our primary goal was image optimization for mobile users, simplified photo management was an added benefit.

  • 22%

    The newly-structured site resulted in a 22% increase in revenue per visit.

  • AnalyticsCleaning House

    We used Google Analytics and SiteCatalyst data to identify low-engagement pages that should not be migrated to the new site, ultimately decreasing the site’s page count by 27%.


We completely reimagined WWF's online home, while bringing their desktop and mobile sites together into a customized Rails CMS. This new system included a modernized content strategy, a focus on easy photo management for better storytelling, and a compelling visual design with intuitive user interface. The new site’s streamlined structure, focused content, and bold call to action had a definitive impact on user engagement, resulting in a 22% increase in revenue per visit.

How do you say
Viget, anyway?
  • Work
  • World Wildlife Fund -