How Wheelhouse Was Helpful
Fred Hutch leverages their digital properties to drive online donations that support their research and patient support initiatives, cultivate leads for business partnerships and help patients enroll in clinical trials. Prior to their involvement with Wheelhouse, Fred Hutch’s site provided visitors with a clunky mobile experience. It was difficult for users to accomplish key tasks quickly: donate, learn about the center’s research initiatives and find lifesaving patient services. Deepening the mobile challenge, Fred Hutch did not have a tag management and analytics measurement strategy in place to determine what was working or not on the site. Fred Hutch’s analytics program was fledgling: the UX design and marketing team could not yield valuable insights about user behavior and the philanthropy team could not build audience segments, track engagement with CTAs or evaluate friction in the donation journey.
Fred Hutch called on Wheelhouse to reinvent its digital experience and build an analytics program that could demonstrate digital performance gains. In Wheelhouse, Fred Hutch saw a partner that would thoughtfully advance their digital infrastructure, grow their culture of continuous performance improvement and help the marketing and philanthropy teams better use the site to accelerate the center’s scientific priorities. Wheelhouse listened to a diverse range of stakeholders across programs at Fred Hutch to understand the site’s audiences, traffic and engagement. Wheelhouse implemented analytics tracking on the site to tell a data driven story about the value of a site redesign focused on improve mobile users experience. Wheelhouse implemented Ecommerce tracking to achieve better fidelity between Google Analytics and Fred Hutch’s donor management system and improve conversion attribution. Wheelhouse also developed several experiments to optimize the donation UX for the new site. With a more robust data collection process implemented, Fred Hutch and Wheelhouse’s Digital Strategy team were able to quickly identify friction in the UX and develop clear requirements and recommendations for measuring the performance of the new site. Working closely with stakeholders, Wheelhouse and FH set ambitious benchmarks for comparing site performance pre- and post- site redesign launch.